The annual phenomenon that is the Victoria’s Secret Fashion Show has been cancelled. And not just YouTuber cancelled, but doors-closed-wings-packed cancelled. The decision was made because the brand is attempting to evolve the marketing, and is working on finding a new way to do their iconic show. While the show has been the centre of controversy lately – thanks to questionable comments from VS’s CMO and some saying the show is harmful for body image – it seems low ratings is one of the main reasons behind the cancellation, in combination with pressure from other lingerie brands like Savage x Fenty and Aerie.
There was speculation last year that 2019’s show wouldn’t be happening, and now it’s been officially confirmed, with new CEO John Mehas saying the brand is examining marketing, internal talent and brand positioning, while focussing on creating products and experiences that resonate with women around the globe.
In the future, if the show is resurrected, it’s possible that it won’t be broadcast on network television, as the brand revealed they don’t think network television is the right fit for the iconic show and are focussing on developing dynamic content for popular platforms that will push the boundaries of fashion in the global digital age.
I guess we’ll have to wait until 2020 to find out what that all means.