By: Sasha Letourneau
Victoria’s Secret is a huge women’s clothing line that controls approximately 35% of the lingerie market. In their ads, one sees what the media proclaims to be beautiful women. All of the “angels” or models are taller than average, very skinny, and perfectly tanned. The article, entitled “Victoria’s Secret Needs a New Angel Strategy,” talks about how the company is not meeting consumers wants and or needs. This undergarment company is creating a bad reputation for itsself by putting the image of the “perfect” body in viewers’ heads. Victoria’s Secret has created a lot of backlash for itself by only offering up to size 16 garments, when other retailers offer up to size 28, and by creating unrealistic ads. A women was quoted as saying, “As for their use of the word ‘perfect’, it’s not only offensive to the 99.9% of the female population who don’t share the models’ ‘perfect’ proportions, it’s also deeply irresponsible, if not downright cruel.” It has gotten to the point that even some of the models do not agree with what the advertisements are portraying, so many of them have resigned. By creating this “ideal” image of beauty, the company has also given itself a very small target market. Very few women have Victoria’s Secrets’ ideal body image, and even more women strongly disagree with the message that the company is putting into the media, therefore they do not shop in the stores. A women was quoted in the article as saying how her body was not good enough for the brand, so she actually started a petition against it. All of this backlash and negative talk in the media is causing the company to have an even smaller target market. Other companies have copied Victoria’s Secret ads and replaced the stick thin angels with curvy, more realistic women. I believe that if Victoria’s Secret doesn’t change its image of the “perfect” body soon, then the company is going to run itself right in to the ground because right now the company has a poor image and a company is nothing without its image.