Lovable Bras (TV ad)
In its most recent ad, the bras definitely felt more modest, but the premise is almost identical to what aired over 20 years ago, indicating that very little has changed even in the context of MeToo.
In its most recent ad, the bras definitely felt more modest, but the premise is almost identical to what aired over 20 years ago, indicating that very little has changed even in the context of #MeToo.
Victoria's Secret is going through a rough patch.
Victoria's Secret is alienating some customers with its racy ads.
In April, new data from brand-insights firm YouGov showed that women's perception of Victoria's Secret has seen a slight decline since 2013. Its so-called "Buzz score," which tracks how customers feel about brands based on what they see and hear, has declined as Victoria's Secret has lost favor with women between the ages of 18 and 49.
According to YouGov, the brand has found itself caught up in the #MeToo moment. Its annual fashion show featuring its famous "Angels" aired only a month after allegations of sexual harassment came out against Harvey Weinstein. Its television ratings sunk 30%, according to YouGov researcher Paul Hiebert.
Discontent towards its ads has been growing. In 2019, one of its Facebook photos got heat from customers who said it was so overtly sexual that it was borderline pornographic.
Earlier this year, Business Insider reported that the brand's oversexualized ads were also at risk of putting off shoppers at its teen brand, PINK. In complaints on Facebook, mothers of these young shoppers compared the ads in stores to "pornography."
Though some of its commercials have become more tame over time, the reality is that the brand has largely not adapted to the times, and its scantily clad, airbrushed models are still the main feature of its campaigns.
Video: Lovable Bras (TV ad)
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