Ahead of the Curve with Coco Mocoe: Episode Summary

Episode Title: The "Victoria's Secret" Dilemma: Evolution Vs. Identity Crisis
Release Date: October 21, 2024
Host: Coco Mocoe

Introduction and Episode Overview

In this episode of Ahead of the Curve with Coco Mocoe, Coco delves into the tumultuous journey of Victoria's Secret, analyzing its recent fashion show and the broader implications of brand identity crises in the digital age. She explores why audiences are particularly critical of brands or creators that experience an identity shift, especially when it appears deceptive, whether intentionally or not.

Victoria's Secret Fashion Show: A Record-Breaking Return

Coco begins by highlighting the impressive viewership numbers of the recent Victoria's Secret Fashion Show:

• Record-Breaking Viewership:
  "Did you know that the recent Victoria's Secret Fashion show broke the record for most watched live stream of any Entertainment brand in 2024 on YouTube, it received a peak viewership of 2.32 million." (00:00)

• Comparison with Eurovision:
  "In second place now it was in first is the Eurovision Talent show, which it had its peak viewership of 1.5 million earlier this year." (00:00)

Coco credits platforms like TikTok and Amazon Prime for the show's widespread accessibility and success, setting the stage for a critical examination of whether this resurgence marks a true comeback or masks underlying issues.

The Thesis: Identity Crisis vs. Evolution

Coco's central thesis revolves around the audience's disdain for brands experiencing identity crises:

• Identity Crisis as a Cardinal Sin:
  "The cardinal sin is lying about who you are, whether intentional or not... the Internet wants people to take a side on something and to be very vocal in that side." (00:00)

She posits that deceptive shifts in brand identity are more detested than outright negative behavior, using Victoria's Secret as a case study.

Historical Context: The Fall of Victoria's Secret

Coco provides a historical backdrop to Victoria's Secret's decline:

• Peak and Popularity:
  "When Victoria's Secret rose to prominence in the 90s and early 2000s... it really positioned itself as the undergarment brand." (00:00)

• 2018: The Critical Turning Point:
  A pivotal moment occurred in 2018 when Ed Razek, the Chief Marketing Officer, stated in an interview with Vogue that plus-size and trans models couldn't sell fantasy. This declaration ignited public outrage and signaled the beginning of the brand's loss of goodwill.

• Impact of the COVID-19 Pandemic:
  "With 2020 as well, you could no longer go into public spaces... Victoria's Secret just really took so many hits around that time." (00:00)

The combination of declining show ratings, a shift towards online shopping, and societal pressures for inclusivity severely impacted the brand.

Attempted Comebacks and Continued Struggles

Coco discusses Victoria's Secret's efforts to reclaim its former glory:

• The 2023 Tour:
  "The Victoria's Secret tour, it was this extravaganza that fell flat... when I was looking at the trailer that they posted to YouTube about this show last year, right now, a year later, the trailer is only sitting at like 500,000 views." (00:00)

• Missteps in Reinvention:
  Coco criticizes the Tour for lacking the live production and escapism that characterized the original fashion shows, likening it unfavorably to Savage x Fenty's successful model by Rihanna.

• Rebranding Efforts:
  The recent fashion show, dubbed "The Tour," attempted to return to the brand's roots with elements like the fantasy bras and celebrity cameos but still faced criticism for inconsistent themes and production quality.

The Identity Crisis Explored

A significant portion of the episode is dedicated to understanding Victoria's Secret's identity crisis:

• Authenticity vs. Perception:
  Coco elaborates on the internet’s intolerance for perceived deception:
  "There is nothing that the Internet hates more than someone who lied about who they are or misled them in some way." (00:00)

• Comparative Analysis:
  She contrasts Victoria's Secret with figures like Ellen DeGeneres and Anna Delvey to illustrate how authenticity and perceived deception influence public perception differently.

• Failure to Evolve:
  "Victoria's Secret was really good at selling fantasy... but by the late 2010s, they really were struggling to evolve to the growing desire for inclusion and representation by consumers and audiences." (00:00)

Coco argues that Victoria's Secret's inability to seamlessly integrate inclusivity without compromising their brand essence led to their identity crisis.

Victoria's Secret Fashion Show 2018: A Symptom of Decline

Analyzing the 2018 fashion show, Coco identifies specific missteps:

• Declining Production Value:
  "The 2018 show's opening theme... was like plain colored garments, like black and white. They looked like knockoff Calvin Klein underwear." (00:00)

• Confusing Themes:
  Coco criticizes the inconsistent and uninspired themes, such as oversized graphic T-shirts and overly simplistic floral designs, which lacked the imaginative flair of previous iterations.

• Loss of the Fantasy Element:
  The shift from high-production fantasy to mundane presentation undermined the brand's unique selling proposition.

A Promising Comeback and Future Outlook

Despite past struggles, Coco expresses cautious optimism about Victoria's Secret's recent endeavors:

• Successful Elements of the Latest Show:
  "They got back to what they were good at. The fantasy bras, the escapism, the live production, the audience, the celebrity cameos." (00:00)

• Inclusivity Improvements:
  "I love that this show finally felt inclusive, although I know they still have ways to go." (00:00)

Coco believes that by returning to their core strengths while gradually incorporating inclusivity, Victoria's Secret may be on a path to genuine resurgence.

Lessons for Brands and Creators

Coco extrapolates broader lessons from Victoria's Secret's experience:

• Avoiding the Identity Crisis:
  "If you're a creator or brand and you want to know how you can evolve and not get stuck in a dead end... without committing the cardinal sin of having an identity crisis." (00:00)

• Maintaining Authenticity:
  Emphasizes the importance of staying true to brand values while adapting to societal changes without appearing deceptive.

• Engaging with Audience Feedback:
  Understanding and responding to audience expectations can prevent missteps that lead to backlash.

Conclusion

Coco wraps up the episode by reflecting on Victoria's Secret's potential for a genuine comeback. She appreciates the brand's return to its fantasy roots while acknowledging the ongoing challenges related to inclusivity and brand identity. Coco encourages listeners to apply these insights to their own branding and creative endeavors to navigate the complexities of evolving in the digital landscape.

Notable Quotes:

• On Victoria's Secret’s Record Viewership:
  "Did you know that the recent Victoria's Secret Fashion show broke the record for most watched live stream of any Entertainment brand in 2024 on YouTube, it received a peak viewership of 2.32 million." (00:00)

• On Identity Crisis Being a Cardinal Sin:
  "The cardinal sin is lying about who you are, whether intentional or not... the Internet wants people to take a side on something and to be very vocal in that side." (00:00)

• On the 2018 Fashion Show’s Decline:
  "The 2018 show's opening theme... was like plain colored garments, like black and white. They looked like knockoff Calvin Klein underwear." (00:00)

• On Successful Comeback Elements:
  "They got back to what they were good at. The fantasy bras, the escapism, the live production, the audience, the celebrity cameos." (00:00)

Connect with Coco Mocoe:

• Instagram: @CocoMocoe
• YouTube: Coco Mocoe
• TikTok: @CocoMocoe
• Subscribe to Substack: cocomocoe.substack.com

For business and interview inquiries, reach out to: cocomocoe@whalartalent.com

This summary encapsulates the key discussions and insights from Coco Mocoe's analysis of Victoria's Secret's brand struggles and potential resurgence, providing listeners and readers with a comprehensive understanding of the episode's content.