Victoria's Secret: 2020 Runway Plan

INTRODUCTION
Although Victoria’s Secret will be going through
many changes in order to stay relevant to
Generation Z women, the brand will still continue
with its annual catwalk shows. The runway shows
create a point of difference from other lingerie
brands, and is also part of Victoria’s Secret’s
brand identity. Unfortunately, the past few years
have seen the ratings and views of the show start
to decline, with the most recent 2017 Shanghai
show suffering the worst ratings on record. At
10 p.m., the lingerie show averaged a 1.5 rating
among adults 18-49, sinking nearly 30 percent
from the previous low in 2016 (O’Connell, 2017).
Among total viewers, Victoria’s Secret was off 32
percent from the year before - pulling just under 5
million viewers (O’Connell, 2017. These new lows
come after several years of steady drops for the
holiday event (O’Connell, 2017). It is important
to keep the brand identity and continue to use
the annual catwalk shows to create revenue
and consumer interest, as it is clearly getting
the attention of millions. The reinvention of the
brand will ensure that the ratings and views
of the future shows will increase rather than
decrease like the past few years have shown. This
is because the reason behind the decline is due to
the lack of interest that the traditional Victoria’s
Secret brand is creating for Generation Z women.
This 2020 runway plan is aimed at Executive
Producer Monica Mitro, who oversees all aspects
of the yearly production, including casting, stage
design, wing creation, and execution, and will
give an insight as to how the runway will change
in accordance to the rebranding of Victoria’s
Secret. By adapting and changing the brand
to cater for Generation Z women, the plan is to
regain views and ratings on the annual shows.
The runway show will mark the birth of the new
Victoria’s Secret, and the improved brand will
then come into place (store changes, products on
sale and online presence) after the 2020 show has
dropped.
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