ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

How Victoria's Secret has already won the "Body" battle

Updated on November 17, 2014
The Body by Victoria collection can be found in current Victoria's Secret Catalogues.
The Body by Victoria collection can be found in current Victoria's Secret Catalogues. | Source

Victoria's Secret is no stranger to controversy. Usually, the lingerie store upsets mall shoppers and television viewers with images of their models wearing sexy lingerie.

This time, the lingerie is being ignored and it is the models and the words used drawing ire.

Three college students were so upset with the Victoria's Secret latest campaign for the Body by Victoria bra collection that they started a petition for an apology and a Twitter campaign to support it. The store's campaign featured the company's models lined up, each wearing a different style of the bra. The style each model was wearing was printed under her feet. Across the models, the large print read, "The Perfect 'Body.'" Just below, in smaller print, it read, "Perfect Fit. Perfect Comfort. Perfectly Soft."

The students saw the models and the large print, and thought the company was telling young women that these models were what they had to look like to be perfect.

And, perhaps the "secret" is that is exactly what the company wanted to happen. These students got the media talking about Victoria's Secret. They got people talking about Victoria's Secret. They got people posting about Victoria's Secret.

All of this free publicity just before the holiday shopping season.


Holiday Earnings

Victoria's Secret is the top sales producer for L Brands Inc. According to Market Watch, the retail industry has been seeing a decline in store traffic, yet L Brands is thriving. In fact, in August, L Brands expected earnings to be on the high end of their projections for the year.

Last winter, though, L Brands had a disappointing holiday season. The company certainly does not want to repeat.

Getting Social

Victoria's Secret does have social media accounts, but at least on the king of social media, Facebook, promotional posts are less likely to be seen, unless it is an ad. However, all forms of social media highlight trending or popular posts. Controversies are one way to get trending.

A Google search of "Victoria's Secret Perfect Body" produced 35,200 news results on Nov. 15. Articles appeared on all sorts of websites, including the major news networks' websites, Huffington Post, Business Insider, BuzzFeed and on news sites in the UK, where the controversy started. Some reported what happened, others were opinion pieces on the controversy.

That's a lot of ways for social media users to share, comment and provide free advertising.

On one of my friends' posts about the controversy, someone commented that she checked out the website. One of the most important things in retail is getting the customer in the door, and she is just one of the people who did just that thanks to what was shared on social media.

What welcomes possible customers to the website? Holiday items and deals.

While this person said she did not purchase anything, it's possible others did see something they liked and pulled out their credit card or sent a "hint" to their spouse or significant other.

Source

The Fashion Show

Not only are the holidays coming up, but so is Victoria's Secret biggest advertisement for holiday items, the Victoria's Secret Fashion Show. The annual fashion show will air on CBS on Dec. 9, and the company is already revealing details to fans, customers and those curious by-standers.

This controversy could end up reminding loyal customers (called Angels, just like the models) about the show, as well as draw in new viewers.

While viewership was up slightly last year, it wasn't the biggest show of the night, according to Nielsen TV Ratings Data. It also wasn't Victoria's Secret's biggest show, but was the company's fourth best fashion show, television viewership-wise. They could do better, and likely want to.

But, viewers are not the only measurement for a show's success nowadays. Trending on social media is also a huge indicator of a successful program.

It wouldn't be surprising if people tuned in to see and then skinny-shame the models on social media (hijacking the show's hashtags, of course), ironically helping Victoria's Secret with its viewership and trending goals.

Victoria's Secret is not commenting or explaining anything, so all we can do is speculate. It could have been just another of their plays on the word "body" that the company has been using to sell the bra since 2010. There could have been no intentions of becoming this big of a deal. The change to a new slogan could also have been planned all along, as there are two different slogans in the current Victoria's Secret Catalogues,

Whether controversy was the plan or not, I doubt the executives are shaking. In fact, I wouldn't be surprised if they are grinning from ear to ear.

© 2014 Samantha Sinclair

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)