Flight Pundit

Over @ Pirates Cove, Teach shares with his readers an article about the famous Victoria’s Secret- and how the CEO has decided the brand has become…TOO SEXY.

I have a few things to say on this subject.

Teach considers the image of the company through the eyes of consumers in a typical shopping mall. Do people want their kids seeing all the pictures and over life size cardboard cutouts of scantily clad models, wearing next to nothing? Not really…in some malls citizens have campaigned to have these vignettes taken down or hidden from view.

I know people who get the VS catalogs in their mail…and who actually hide these things from their children- who wants soft porn to be available on the coffee table? And I have man friends who like to read gawk the catalogs anywhere and everywhere. Kind of like when they read gawk and drool over Playboy.

Victoria’s Secret used to be one of my favorite places to buy my under clothes from. I would never visit the shops but would order from the catalogs. Not anymore.

Why?

There’s no SECRET anymore.

Victoria’s Secret was all about Victoria: That frumpy British girl who was classic in appearance, not spectacular or overly sexy…until she took off her high buttoned white blouses and wool pants. She represented women who were secure in their being and who recognized the value of being sensual and sexy at the right time and in the right places. She didn’t represent sleaze.

The mass marketing of Miracle bras and thongs and body sculpting briefs was successful- too successful. It used to be sexy when a man would see his wife or girlfriend wearing some of these products. It was a treat and special. Now, it’s not only common, it’s expected.

There is also the fantasy factor at play here. Very few women look like the VS models. When I first began buying their products, I did so because the models used were average women with average builds…they were BUSTY, for sure but not what we see today. I could IMAGINE myself wearing the underlings. I could relate to the models and there was a tasteful, refined look and feel to it all. It was clear the place to wear most of the products was the bedroom…or those places where sexy clothes are meant to be worn.

The clothing line was increased and again, marketed to women who wanted something less restrictive, casual and a little sexy at the same time. VS took cotton and made it into the most comfortable and fashionable and functional bras and underwear…the sports minded women of the world could relate. AND the SECRET still ruled the house.

The digital age hadn’t arrived yet and there were no altered-via-airbrushing of thighs, calves and boobs. VS always used real women, and though they were young and beautiful, average gals like me could relate to them. Victoria’s Secret hadn’t walked the Cat Walk yet. Bras made out of millions of dollars worth of diamonds hadn’t made national headlines. Naomi Campbell hadn’t infected the back stages with her vile demeanor.

Now the SECRET is not secret anymore. There is no refined look. There is nothing tasteful or classic. It’s all sleaze. The sexy lacy bras and tank tops and thongs are as common as the tramp stamped lower backs of insecure young ladies who wear them, seeking the attention and approval of an oversexed society.

I can’t relate to wearing those lacy underlings because I’m not a trampy woman. I’m not in need of wearing bras and thongs that are designed to attract the attention of men first…and this is an important difference from the original VS mission: Their products were never meant to be worn to catch the eye of anyone…rather, they were meant to make special moments even more special…more sensual…more sexy.

I don’t relate to the models, who are now hired based upon their fame first, and they are not the face or body of average women or even younger women and late teenagers. Part of the marketing of any product should reflect the desired audience…I think women of all ages and style are seeing that VS has become too sleazy and too fantasy. Sales are down and I suspect this will continue.

Perhaps some of this is age. I’m in my early 40’s. Up until a year and a half ago I was one of Victoria’s Secrets best customers. I ditched them when I found a private label sold through the local Macy’s…where I get all my (sexy) underclothes. These items cost me more but I’m worth it. There is something special about these things…secret…meant for certain eyes only. At certain moments only. Not on the cover of some glitzy catalog…or on national TV…or anywhere else. That’s how it should be in my opinion. And I don’t think I’m alone.

X Posted @ARS

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