5 PR pros on the Victoria Secret’s new marketing direction

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Victoria’s Secret is ditching its Angel models and taking a new marketing direction.  During this process the reaction on social media is positive, but some people are freaking out.

The brand’s new models will be called VS Collective, which includes, South Sudanese refugee and model Adut Akech, Chinese freestyle skier Eileen Gu, soccer star Megan Rapinoe, actress Priyanka Chopra Jonas, photographer, and #Girlgaze founder Amanda de Cadenet, model and inclusivity advocate Paloma Elsesser and Brazilian trans model Valentina Sampaio.

The seven women will appear in ads, advise the brand, and promote Victoria’s Secret on Instagram. According to The New York Times, his shift is the company’s attempt at a brand turnaround as it wants to become a leading global “advocate” for women empowerment.

Here’s what 5 PR pros have to say on Victoria Secret’s new marketing direction

Trevor Hale, founder, and CEO, Fruition Global Communications said, “Victoria’s Secret has been synonymous with the Angels for so long that it will be interesting to see how this will be received by its customer base. With the allegations of misogyny and harassment at Victoria’s Secret, and the world embracing empowerment like never before, they needed to do something to meet this moment, and this could be a huge step in the right direction. They should reach a broader audience by collaborating with such a diverse and international group of ambassadors”.

John Forberger, founder, Forberger Communications expressed, “Victoria’s Secret reacted to a culture shift. After countless lawsuits and internal disorder, accusations of cultural appropriation and body shaming, the brand had to find brand ambassadors for this image-driven space in time. I’d love to see the measurement metrics Victoria’s Secret has for the partnership”.

Michelle Glogovac, founder and CEO, The MSL Collective said,  “I think it’s taking a step in the right direction, but along with the models being all- inclusive, I’d love to see the actual costumes be more size-inclusive, too. It’s not only about pushing “them” up but providing good support as well!,”

Alyssa Pallotti, Junior VP, Touchdown PR said,”  Last year in isolation, I know a lot of men and women have experienced weight fluctuations and stress and had a lot of time to pick themselves apart. It is now time to redefine sexy. I think it indicates they’re listening”.

Dan Rene, MD, Kglobal said, “Changing to meet the demands of customers is a smart business and doing the right thing is profitable too. The execution of this announcement is going pretty well, and the credit Victoria’s Secret is receiving is making the brand even stronger. Change can be difficult but it can be beneficial in the long run and short term, too”.

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