We, as a nation, are fiercely protective of our image. Most of us hate the fact that other countries think we're currently being run by an idiot. The ones who don't care what others think of us are isolationist freaks with no perspective beyond their itty-bitty bubble, and we don't care about them. The point is that Americans are image-conscious, for better or worse, and this obsession extends into every aspect of our culture.
Cars, clothes, handbags, cell phones, mp3 players, organic food; these are all symbols of image consciousness. Pets are now genetically engineered hybrid dogs-- Labradoodles and Cockapoos are apparently better companions then the mutt at the pound that only costs 20 bucks and little snip-snip. Swarovski is a brand name familiar to millions of people; idiot-drunken-slut celebrities are accorded more respect because of their image than the Peace Corp volunteer that can't properly apply liquid eyeliner. The Peace Corp's just not sexy, man!
And speaking of sexy-- Victoria's Secret's CEO has decided that the company may have become too "sexy," and rejected the "ultra-feminine." First of all, what the hell does "ultra-feminine" entail to the CEO of a lingerie company? Secondly, and I mean this with as much derision as the web can muster...DUH!
Of course your brand is way off its path! Of course women over the age of 15 don't shop there! Why? Because for a decade now, every commerical, model, print ad, TV special, and promotion has been targeting masturbators of the male variety. Why do I give a flying you-know-what about what Giselle looks like in those panties? I won't look like that, and I don't know any women who will, so why in the sam hell am I going to buy that bra that pushes my girls up to my earlobes? I'm not a Renaissance Fair serving wench, for pete's sake.
What other companies have been able to remember is that the majority of their profit is coming from women who buy their own stuff. They advertise accordingly-- with pretty, girl-next-door types, who actually refer to the function of the underwear once in the commercial. They don't promise to turn you into an angel, or that you'll be the smoking-est babe on the cul-de-sac, or that you'll be ripping your bodice by Tuesday. Victoria's Secret has managed to turn what should be a self-esteem booster, lingerie shopping with a partner, into an impenetrable wall of male-targeted sex fantasy with barely any recognition of reality.
So, V.S. CEO Sharen Turney, you DO need to change your image. And make more bras in a D.
Originally written 3.08
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