According to Forbes, VS's Target Audience is most loved by 16-24 year olds, this is more Gen Z and millennial based around Vs's sister brand, PINK. From their Advertisements in the US and Yearly Catwalk shows, it feeds into the 'male gaze' rather than the current empowerment for women movement and t doesn't seem to resonate well with their audience.
The video above if from Victoria's Secret's 2017 Holliday commercial. From the go ahead, this ad is very sexy, sensual and playing heavily into the male gaze. The captions of the video is 'Join Victoria's Secret for the sexiest Holiday yet!'. It give women and unachievable ideal that they are meant to strive towards in order to feel sexy. All of these models have toned stomachs and long hair, and and 'angelic' look. They're telling women, 'This is what you need to be in order to be sexy.' We've moved past that now, we are seeing diversity from brands left right and centre. My analysis would be that women are getting bored and tired of being told the same thing over and over and the brand is far from giving them a huge confidence boost.
The push-up Bra. (https://www.whowhatwear.co.uk/bra-trends-2017)
-This is part of Victoria's Secret's core collection. But the big problem is that the way its advertised is, bigger boobs means sexy, more desirable and more attractive. But again, women aren't buying into this 90's advertising of sexualising bodies, they want comfort. Based on lingerie retail shops in the UK, push up bra sales have decline by a huge 50% compared to 2016 and padded bra sales fell by 22%. Bralettes and triangle bras are THE bra for women as sales have have a huge increase of 120% (Statistics from Edited). It's clear in the facts that women aren't wearing their lingerie to impress anyone, they'd much prefer something they can have on all day and feel ultimate comfort. Bralettes are also a lot cheaper to make too, which is always a bonus.
Advert Choice
-TV advertising was huge, but now it's all social Media. Cookies, instagram and influencers. They are investing their time and a huge amount of money into these 'sexy' Holiday Ad's but it's clear by the profits that they aren't working, so what's the point? I believe the need to move their platform, move away from TV and onto the online advertising that other brands have.
References:
https://www.whowhatwear.co.uk/bra-trends-2017
Great article <3
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