After spending a quarter of a bazillion dollars on prime time sexy fashion shows, Victoria's Secret CEO has decided that sexy is not the image they want. "Ultra-feminine" is the moniker she has tagged their new lineup with. Sales dropped 8% and would have fallen more if not for the success of Pink - aimed at the younger female demo.
Implications - Tired of all the revealing styles on the market today, female shoppers are looking for more subdued designs. Products that feature a way to look sexy while staying classy are more attractive than over exaggerated aesthetics. Designers could integrate this simpler element into their pieces in order to appeal to more consumers.
Years of Branding Shredded
Victoria's Secret Doesn't Like Sexy Anymore
Trend Themes
1. Subdued Sexy Designs - Designers could integrate a simpler, more subdued element into their pieces to appeal to female shoppers looking for a way to look sexy while staying classy.
2. Ultra-feminine Fashion - The shift towards an 'ultra-feminine' image presents opportunities for brands to create and market clothing lines that cater to this new aesthetic.
3. Youthful Female Demographic - With the success of Victoria's Secret's Pink line aimed at younger female shoppers, brands can tap into this demographic by developing products and marketing strategies that resonate with their unique needs and preferences.
Industry Implications
1. Fashion Design - Fashion designers can explore innovative ways to incorporate subdued and classy elements into their designs, meeting the demand for more modest and sophisticated styles.
2. Beauty and Cosmetics - Beauty and cosmetics brands can align their product offerings and messaging with the 'ultra-feminine' trend, creating new lines of products that cater to women seeking a more feminine and refined look.
3. Retail and Apparel - With the success of Victoria's Secret's Pink line, retailers and apparel brands can seize opportunities in the market for the younger female demographic, developing targeted strategies to attract and retain this customer segment.