In an attempt to diversify its offer and reach a broader audience, Victoria’s Secret has announced the launch of Happy Nation, a new line of underwear for tweens.
The new brand of the lingerie giant seeks to respond to the criticism received from the mothers of this audience. For them, Pink, the Victoria’s Secret line for teens, was too provocative and offensive. Happy Nation’s goal is to provide tweens with comfortable underwear, including their first bras. According to Business Insider, the company will share more details about this new project in April.
The last few years have been very turbulent for Victoria’s Secret. Exalted as a symbol of desire and known for its court of angels, the intimate lingerie chain lived through decades of exuberance. Until the resurgence of the feminist movement, fueled by #MeToo. The review of the figure of women in society made it clear that her model of women was unrepresentative and inclusive. This was followed by a drop in sales, the cancellation of his once-iconic show and the spin-off of L Brands in 2021.
Victoria’s Secret’s response has been to carry out a complete redefinition, from the decoration of its stores to introducing comfort as the central axis of the designs of its Love Cloud line. In 2021, the company launched the VS Collective, a program for ambassadors known for their awareness work, such as soccer player Megan Rapinoe or actress Priyanka Chopra Jonas. In the spring, she announced a partnership with plus-size lingerie brand Elomi and a $7 million investment in women-founded companies. Most recently, Victoria’s Secret has featured the first model with Down syndrome in its latest campaign. This is the Puerto Rican model and activist Sofía Jirau. The campaign, made up of another 17 women of different skin tones, body sizes and ages, seeks to give visibility to all types of women, according to a statement released by the company.
Victoria’s Secret’s strategy seems to be paying off. In 2018, the annual parade registered the lowest data in its history, 3.3 million spectators compared to the usual 10 million. A year later, the earnings release disappointed analysts by 2.16%, according to Bloomberg data. By contrast, in the second quarter of 2021, Victoria’s Secret achieved net sales of $1.44 billion, beating its own estimates.
Victoria’s Secret in the metaverse
As part of its strategy to expand into new markets, the lingerie chain has filed four patent applications to offer collectibles and digital assets created with blockchain technology.
If approved, Victoria’s Secret will be able to sell clothing, underwear, footwear, fashion accessories, among others, for use in these virtual worlds. It also plans to hold virtual fashion shows.
According to Michael Kondoudis, United States patent and trademark lawyer, through his Twitter account, the company will carry out the immersion in the world of NFTs through its PINK brand. Victoria’s Secret thus joins the metaverse trend as companies such as Maybelline, McDonalds, Ferrari, Samsung, Carrefour or Nike have already done.
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