La respuesta de Victoria’s Secret al cambio de paradigma

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El mundo de la lencería se transforma. Los cambios culturales y sociales de las últimas décadas afectan los planes de diseño de las marcas en todo el mundo. Mientras se instalan nuevos patrones y los consumidores exigen ropa interior acorde a sus necesidades, las empresas toman decisiones y se adaptan a los tiempos que corren.

Victoria’s Secret no es la excepción. La famosa marca estadounidense ya no volverá a realizar su mítico desfile, un espectáculo que marcó agenda desde los años noventa. Gracias a la caída de audiencia y a las críticas que ha recibido por la imagen de perfección que comunica, la marca se ha visto obligada a buscar nuevos horizontes y replantearse su política de comunicación.

Esta resolución por parte de Victoria’s Secret demuestra una vez más la evolución de un mercado que parece no encontrar límites en su crecimiento pero que debe, al igual que otras tantas industrias,  adecuarse a un presente signado por cambios estructurales y cuestionamientos constantes a los cánones de belleza impuestos. ¿Con qué nos sorprenderá la célebre marca ahora? ¿Qué tendrán en mente sus creativos? En pocos meses, lo sabremos.


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