The Woke Washing is what killed Victoria's Secret

the walk washing. It's what killed Victoria's secret because the brand lost sight of its brand. Right, it tried to be something for everyone. And we know this now. Victoria's secret is coming back to LA. So this is the first time that Victoria's secret is going back to LA since 2007. They're actually wanting it to move away from it being like a traditionally streamed like CBS production. And it'd be more of like a shopable moment, like a shopable event, which is way more in tune with what people want from these kind of social shows. imagine like every model that comes out, there's a limited number of whatever that model is wearing. You almost create an element of scarcity tied to the event. Well, that's why I think the Victoria Secret show has come back in such a great way is that they went back to it being entertaining. And for it connecting to it being like a really well-produced catalog, right? And that you have these like big names, you have these big moments, but you're creating an overall halo and interest to the brand. In 2019, the brand cut the show because literally no one was watching. The show's rating fell 66% in 5 years. It was 9.7 million in 2013 and it went to less than 3.3 million in 2018. So the business was in a dire position. You can't be a brand that's founded on sexy, exotic, skinny models and then try to hope that you can go to focusing on everyone and you're going to maintain a position in market. It doesn't work, especially when you're putting on a crazy show. But the brand I thought did really well last year is they went back staying modern. I appreciate that because I don't think that you need to be tuned up to how markets can shift, but maintaining true to your brand is what brought people back. In fact, listen to this. The fashion show is now credit with a 60% web traffic surge and a 15% new customer sales lift. Their Q1 net sales were up 15% with a 40% single day stock spike. shares roughly doubling to an all-time high near $80 four straight quarters of positive And what they did modernist in this new show is they were sexy but it wasn't only one type of sexy but it was sexy. Yes. Sex sells. That is a a female CEO who understands the market, who understands the brand and was not scared to go out, you know, and and rebuild the Victoria's Secret brand. And also just had the understanding of saying let's put on a show, not a political activation, right? And and I think that's the biggest thing that people miss is that people want to be entertained. They don't want to be like and like that's what's missing especially when you're trying to speak to things on mass is like they want a performance they want the glitz the glamour and like they brought GG back. They brought GG Hadid back which is huge. It's nostalgia and nostalgia is what you have to tap into if your brand has it. So I think them going back to a part of the brand in 2007 when they were like at their height is a really intelligent move. Like nostalgia cells it's working.