Victoria’s Secret was conceived in 1977 as a brand to make men feel comfortable purchasing lingerie. With that vision, it dominated the sector for decades as a leading firm. The popularity of the company and its star product, the bra, crossed borders. Her annual parade was a television event in the United States, tourists flocked to her store on Fifth Avenue, and her bras had the value associated with a rite of passage among teenagers who could afford them.
However, the post-#MeToo era is leaving all that in the past. The company has fewer sales, the cancellation of its parade in 2019 and major problems. From sexualization as an advertising strategy to the letter from more than one hundred models demanding protection against sexual abuse. The accusation of photographers for pressure and attacks of this type, or the link between its honorary president, Leslie Wexner, with Jeffrey Epstein, the tycoon convicted of running a network of sexual exploitation of minors. Victoria’s Secret has been embarking on a strategy for years to restore its image, but it has not been easy.
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