fot. Francois Mori
Przez dziesięciolecia Victoria’s Secret była synonimem kobiet, które stały na czele marki i brały udział w jej corocznym pokazie mody. Jednak w nowej strategii, która sprawi, że marka bielizny pójdzie w znacznie bardziej nowoczesnym kierunku. Aniołki zostaną zastąpione ambasadorkami, które zostały zaangażowane, aby inspirować zmiany i pozytywne nastawienie.
Co warto zaznaczyć nowe ambasadorki nie zostały wybrane wyłącznie ze względu na swój wygląd. Marka uruchomi również szereg nowych partnerstw charytatywnych, które pomogą wesprzeć życie kobiet na całym świecie. Te nowe twarze nie będą nazywać się Aniołkami. Utworzą VS Collective, które będą określane mianem „stale rosnącej grupy utalentowanych kobiet, które dzielą wspólną pasję do wprowadzania pozytywnych zmian”. Pierwsze imiona na liście to: Adut Akech, Priyanka Chopra Jonas, Valentina Sampaio, Paloma Elsesser, Megan Rapinoe, Eileen Gu i Amanda de Cadenet.
„Gdy świat się zmienia, my też musimy reagować. Musimy przestać myśleć, czego pragną mężczyźni, a zacząć myśleć o tym, czego chcą kobiety” – powiedział Martin Waters, dyrektor generalny marki w rozmowie z „The New York Times”.
„Dzięki The VS Collective tworzymy platformę, która zbuduje nowe, głębsze relacje ze wszystkimi kobietami” – powiedziała Martha Pease, dyrektor ds. marketingu w Victoria’s Secret.
„Poprzez serię współpracy, partnerstw biznesowych i inicjatyw związanych z celami, wprowadzamy nowy wymiar do doświadczenia naszej marki. (…)możemy zmienić sposób, w jaki łączymy się i pokazujemy kobietom”.
Marka uruchomi również inicjatywę charytatywną VS Global Fund for Women’s Cancers. W ten sposób będzie finansować innowacyjne projekty badawcze mające na celu postęp w leczeniu nowotworów kobiet. Dodatkowo będzie inwestować w nowe pokolenie kobiet naukowców reprezentujących zróżnicowaną populację. S Global Fund for Women’s Cancers przeznaczy co najmniej 5 milionów dolarów rocznie na zbadanie i wyeliminowanie nierówności rasowych i płciowych.
Nowe ogłoszenia marki bielizny dają mocną sugestię co do nowego kierunku, w jakim zamierza podążać. Victoria’s Secret od dawna była krytykowana za seksistowskie i przestarzałe podejście do marketingu.
„To wielka zmiana dla naszej marki i jest to zmiana, którą przyjmujemy od naszego rdzenia” – powiedział Martin Waters.
„Te nowe inicjatywy to dopiero początek. Praca, która nas czeka, dodaje energii i pokory”.
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