Dive Brief:
- Victoria’s Secret’s re-imagined fashion show will be available for streaming on Prime Video, according to a Thursday press release. “The Victoria’s Secret World Tour,” which the company says is part fashion show and part documentary, will be released Sept. 26 as an Amazon Original.
- The brand is simultaneously releasing a collection inspired by the show on its website and on the Victoria’s Secret Amazon storefront with free Prime delivery. The show is a precursor to a live fashion event planned for this fall.
- The film follows 20 creatives, or the VS20, behind the scenes leading up to the fashion show. They will create four fashion curations from the cities of Bogota, Colombia; Lagos, Nigeria; London and Tokyo, alongside custom Victoria’s Secret designs.
Dive Insight:
Victoria’s Secret’s fashion show was canceled in 2019. The decision to cease annual production of the once iconic event came after criticism of its advertising and as the #MeToo movement gained traction. In an attempt to turn around the show’s public opinion, Victoria’s Secret is repositioning the fashion show and announced it would return in a March earnings call.
The company’s overall branding revamp includes adopting a more female empowerment stance with new language and the introduction of the VS collective — a group of influential and powerful women who replaced the previously pushed Victoria’s Secret angels.
Amazon and Victoria’s Secret first began their partnership in April last year with a storefront for beauty products. In June, Victoria’s Secret increased the assortment to include apparel and lingerie.
“We are delighted to continue to expand our relationship with Amazon,” Victoria’s Secret and Pink Brand President Greg Unis said in a statement. “This collaboration creates an unparalleled viewing experience, bringing the magic of The Tour directly to audiences far and wide. Through this collaboration, we are reinforcing our commitment to delivering captivating content that celebrates our heritage and resonates with our customers.”
Victoria’s Secret’s continued relationship with Amazon is a newer strategy coming from the brand. Upon adding apparel and lingerie, it marked the first time the styles became available through a retail partner in North America. The brand’s initial storefront on Amazon included about 120 beauty products from both Victoria’s Secret and Pink. A year later, the retailer added over 4,000 items including bras, underwear, sleep, swim and loungewear to the storefront.
During the brand’s first-quarter earnings, the company reported a 5.2% decrease in net sales year over year and comparable sales down 11%. The brand is set to soon relaunch Pink with new merchandise as Q2 ends.