The company’s failure to connect with and cater to the 800 million viewers across the 190 countries that tune into the show is mirrored in dwindling Victoria’s Secret sales reports. In the last two years, quarterly same-store sales have risen only once, according to The Wall Street Journal.
Singer, who has been at the company for close to two years, joined from Spanx, where she served as CEO for two years. Prior to that, she spent more than a decade as an executive at Nike Inc. During her time at Victoria’s Secret, she launched bra styles focusing on comfort and fit, and hired Jann Parish, formerly of Calvin Klein, as CMO in order to revitalise the brand’s marketing. Parish left the company prior to the 2018 fashion show having been in the position less than a year.
Will Singer's power move serve as a wake-up call? Let's hope Victoria's Secret has called a crisis meeting instead of one planning its 2019 catwalk show.