Victoria's Secret and the End of Mean Fashion Brands - The Atlantic - 0 views
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stereotypical ideals have long been found not just in advertising, but in commerce at large: For most of American consumer history, makeup brands made few dark shades, and most clothing brands didn’t make any adjustments in their designs for different body sizes, gender presentations, or disabilities, among other things. Hemmed in by limited mall options, women had little choice but to make their best effort to work within whatever physical standards brands set, and brands were free to be as strict with their expectations as they wanted to be.
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The internet, and particularly social media, has changed that. Suddenly, the hierarchy of who speaks and to whom in the brand-consumer relationship has shifted beneath the feet of corporate behemoths such as L Brands, and now frustrated women can launch negative mainstream press cycles on their own. For generations, clothing and personal-care marketing could dictate how American women should look without any pretense of kindness. Now, faced with the unfiltered reactions of their customers for the first time, most of those same brands have decided to make nice. Where they could once profit by making women feel worse, the money now is in promising them a way to feel better.
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Victoria’s Secret took the old strategy to its logical extreme. It made superstars out of an army of wing-clad Angels, all perfectly thin, busty, and long-legged in the same impossible way. For years, Victoria’s Secret has been the brand equivalent of the stereotypical cool-girls’ table in a high-school cafeteria: hot, unfriendly, and definitely not interested in bolstering your self-worth. And as in a teen movie, the less popular brands took as many cues as possible from the queen bee.
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