Has Victoria's Secret become a casualty of the #MeToo movement?

According to YouGov’s BrandIndex, Victoria’s Secret’s Buzz score dropped to 23 among women aged 18-49, down from 31 in 2016. In a statement, YouGov said the lingerie chain “has found itself caught up in the #MeToo moment.” The index measures whether consumers are hearing positive or negative things about a particular brand through news, advertising or friends and family. The research firm noted that television ratings for the brand’s 2017 annual fashion show held on November 28 declined 30 percent year over year. The show ran about a month after allegations surfaced about movie producer Harvey Weinstein's conduct that started the #MeToo movement. From a product standpoint, a shift away from push-up bras to bralettes — unconstructed bras without padding or underwire — has had a detrimental impact on the chain. Competitors such as American Eagle’s Aerie chain have found a point of difference with less expensive merchandise and running advertising that features models without the use of airbrushing. Weak mall traffic has also hurt sales. While sex appeal has long driven the intimates category, that may be changing. Krystin Arneson wrote for Glamour, “Lingerie has traditionally carried with it the notion that it exists for the male gaze and desire: It's not until relatively recent years that the focus has more broadly shifted into buying it and wearing it as a form of empowerment, something that's done for oneself (whether it's also for your partner or not).” In an interview with The Telegraph, supermodel Karlie Kloss defended the annual Victoria Secret’s fashion show, stating, “There’s something really powerful about a woman who owns her sexuality and is in charge.” For its part, the chain attributes its recent weakness — including an eight percent drop in comps in 2017 — to a “reset” that saw the company pull swimsuit and apparel collections, slash promotional deals and stop printing its catalog while focusing on its roots in sexy underwear. On parent L. Brands’ fourth-quarter conference call, officials cited rebalancing its bra mix, better targeting promotions and increasing associate wages as some keys to a rebound. Jan Singer, CEO of Victoria's Secret Lingerie, said, “We're proud of the progress, but also recognize there's much more for us to do, as we continue to reset this business.”

• Victoria's Secret's 'sacred cow' is 'on the precipice of collapse' (LB) – Business Insider
• Karlie Kloss on her beauty secrets and why 'there’s something powerful about a woman who owns her sexuality and is in charge' – The Telegraph
• Victoria's Secret Falters in Failing Malls – The Street
• L Brands (LB) Q4 2017 Results - Earnings Call Transcript – Seeking Alpha
• Victoria's Secret is struggling because women want to be comfortable – CNN
• As customers turn cold, Victoria’s Secret faces a reckoning – Glossy
• Karlie Kloss on Why the Victoria's Secret Fashion Show Is Still Relevant in the #MeToo Era – Glamour
• Did #MeToo Kill the Push-Up Bra? – Hollywood Reporter