How the Marketing Industry Is Changing to Acknowledge Positive Body Image
For numerous years now, Victoria’s Secret has ruled the lingerie industry. Borne out of an ingenuous idea by Roy Raymond in 1977, who initially thought of it because he was too embarrassed to be caught buying lingerie for his wife at a regular department store. Named after the Victorian era, the company was later on bought by retailer Leslie Wexner, who had the business acumen to transform it into something Raymond didn’t think of at first. By 1995, Victoria’s Secret earned $1.9 billion and had 670 stores across the United States.
Fast-forward to 2019, and a lot has changed since then. Victoria’s Secret is no longer the queen of the lingerie business it once was. Its profit has steadily dwindled over the past years, and as a result, the inevitable has happened: it will be closing a total of 53 stores in North America (3 of which are Canadian locations).
We’re “Woke”
Some business insiders attribute the declining sales and store closures to the growth of the online retail market, but some know there is a far more significant reason than that. For the past 20 years or so, the company has staged one of the most highly anticipated fashion shows each year, where models known as the “Angels” parade down the runway in the most colourful and fanciest lingerie from the store (at one time, supermodel Gisele Bundchen donned a Fantasy Bra totalling $15 million). These Angels’ average body size is 0, and anything above that means out of the norm in the fashion show. The shows over-the-topness made it a delight to watch.
However, given the present cultural climate brought on by the #MeToo movement and numerous organizations bringing more awareness to women’s rights and equality causes, something does not sit quite right for a fashion show heralding ladies of body size 0 in sexy attire and nothing more. For years, the fashion show has painted an unrealistic standard of beauty, and the world has come to grips that it’s no longer all right, and it’s about time.
A recent article by Joel Miller on the connection between advertising and body image pointed us to interesting yet painful marketing approaches. First, Miller wrote that on average, most models weigh 23% less than the average woman. Second, eating disorders increased over 400% since 1970. And last but not the least, only 5% of women possess the body type typically portrayed in modern advertising.
Adopting to the Changing Times
Fortunately, there are trailblazing businesses that are adopting to the changing times, realizing the importance of ingraining a healthy body image in all women, starting at an early age. One such company has become one of Victoria’s Secret fiercest competitors: Aerie. Its creative marketing campaign of featuring unphotoshopped images of women of all colour drew praise from Internet users everywhere.
Even Aerie’s in-store image is staying true to its promotion of female empowerment and healthy body image. Its stores are laden with realistic images (a model is seen with untouched cellulite on her legs, etc.) and positive messages “Strong Beautiful You.” In contrast, Victoria’s Secret has stuck to what made it popular to begin with: models with legs that go on forever in lingerie and often doing racy and sexually suggestive poses.
And while Victoria’s Secret depend on fashion models for marketing, Aerie’s product endorsers are still popular celebrities, sure, but in no way match Victoria’s Secret Angels’ standards of beauty perfectly. For example, actress Emma Roberts of “American Horror Story” fame, while a looker herself, stands at an extremely petite 5’2”—a striking difference from Angel Karlie Kloss, who is 6’2”.
Overall, the AerieReal campaign features inspiring women from a wide range of ages, ethnicity, sexual preference, and most importantly, sizes. Back in February 2016, the company launched a campaign which featured Iska Lawrence, a beauty who also happens to be a size 14. What’s more, the AerieReal campaign doesn’t just rely on personalities, but also ordinary women. Last year, Aerie chose 57 non-models to be part of its advertising efforts.
Still a Long Way to Go
While Aerie’s efforts to diversify its marketing campaign is worth applauding, other retailers have a long way to go. Aerie is definitely paving the way for the others. Inclusive sizing is gaining more traction, and it’s good news for women everywhere.
It’s a tough act to follow, for sure, and for some companies, it could mean failure and a costly mistake. Take for example, Avon UK recently drew the ire of Netizens after releasing an ad that promoted aversion to cellulite. The “Dimples are cute on your face, not on your thighs” ads were pulled out after the criticism. Scientifically, cellulite is common and a natural occurrence, but the advertising team behind this campaign certainly knew how to prey to the misconception that having cellulite automatically means one is fat.
It Will Get There
Marketing campaigns that prioritize a healthy body image can’t happen overnight. It will take a lot of hard work and effort. Fortunately, more and more people in charge of these advertising campaigns are open to incorporating the changes and adopting to these modern times. In due time, everyone will get there eventually.
SOURCES:
https://www.businessinsider.com/victorias-secrets-crazy-history-2015-7
https://www.standard.co.uk/fashion/victorias-secret-fantasy-bra-history-a3983381.html
http://time.com/4215404/size-14-model-iskra-lawrence-newest-aerie-model/
https://www.warc.com/newsandopinion/news/fashion_retailers_need_to_play_catchup_on_sizing/41682
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