After a string of missteps, poor reviews and sale declines, lingerie brand Victoria's Secret have announced a massive change to their operations. The company have shared that their world famous fashion show will not be aired in 2019.
The fashion show was first broadcasted in 1995, making the announcement a shock for much of the industry. While the brand had obviously been struggling, their fashion show was very much the pride and joy of the label as well as their most significant marketing push year-to-year.
The news was shared in an emailed from the label's parent company L Brands Inc to the staff of Victoria's Secret. "Fashion is a business of change. We must evolve and change to grow," read the email. "Going forward we don't believe network television is the right fit."
The brand has also shared that while the fashion show will not be going ahead, they are planning a new style of event to make up for the marketing lull that would follow. The label has not shared any further details as to the new event or the method it will be distributed.