Thanks so much for your support of the change.org petition (here’s the link to my earlier blog http://boomerbroadcast.net/2014/10/31/here-we-go-again-ladies) criticizing Victoria’s Secret for their recent ad campaign glorifying skinny female bone bags with fake surgically enhanced breasts as being the perfect body. While we didn’t achieve one hundred percent success in getting them to pull the ads, they still acknowledged that they heard their customers and modified the wording somewhat.
Nov 16, 2014 — Victoria’s Secret changed the wording of their advertisements for their bra range Body from ‘The Perfect ‘Body” to ‘A Body For Every Body’. They changed the wording online, and in stores they took down posters bearing the original wording.
Victoria’s Secret listened to the public and made a positive change, although we received no apology or statement. This is still an incredible achievement! We are overjoyed. Thank you so much to every single person that signed this petition, shared it and helped the spread the message of our campaign! Let’s hope advertisers get the message that body-shaming is never ok!
In this world of eating disorders, crazy diets and dangerous surgical procedures aimed at acquiring the so-called perfect skinny body, it’s irresponsible to encourage women to harm themselves in pursuit of an unrealistic goal. See ladies—we can make a difference when we all gang up on them. Onward and upward.
Purses are my Achilles heel. When I retired I was given an exquisite designer purse by my employer which made me far happier than any gold watch ever could have. It is therefore with a great deal of interest that I’ve been following the stock market duke-out between major purse purveyors Coach and Michael Kors. And, ironically it was my husband who brought it to my attention.
Last week I went into a Coach store to purchase a new 2015 refill for the Coach daytimer I bought at their outlet store about ten years ago. Yes. I know I should be doing my time management on an iPhone but I’m just too backward to move forward. While I was in the store I commented to the sales associate that I really liked their new look. No longer emblazoned with their distinctive logo, the cleaner designs better showcase the colourful leathers and styles. Who wants to be a walking advertisement. And this from someone whose retirement purse is awash in the designer’s logo. Anyway, I was then told that the former designer for high-end Mulberry has moved to Coach and is responsible for the new look. Two doors further along in the mall is the Michael Kors store with handbags and accessories in a similar price range and quality but with a few items of clothing and an extensive collection of shoes and boots to up the ante.
Let’s face it Boomer broads. We love purses, shoes and accessories but the marketing of many brands is getting totally out of hand and we only have so much money to throw at them. Much as we would love to have enough money to purchase each season’s newest look, it ain’t gonna happen. And with only a fifteen percent return on the original retail price at consignment stores, we’re tempted to just hang on to them. Outlet malls sell slightly downmarket versions of their products and the major department stores are putting them on sale to get rid of inventory. Designers have been on a frantic expansion binge and mid-range designer purses are now so ubiquitous they’ve lost some of their cachet, and the greedy manufacturers and retailers have no one to blame but themselves.
Maybe the manufacturers and retailers are now starting to get the message. Coach stock prices have dropped forty percent and Michael Kors is busy remerchandising to avoid a similar fate. Kate Spade is pulling ahead in the race for profits but will that brand make the same mistakes as her competitors? It’s going to be interesting watching the battle from the sidelines. If you’re in the market for a good quality handbag, the department stores have some great deals and it pays to shop around. The bottom line is, now is probably not a good time to put stock in purses. They are, after all, designed to keep your money in not spend your money on. The challenge now is to take my own advice.
It seems they’re not listening to me so I’m going to keep condemning companies that continue to glorify grossly Photoshopped, tall thin bodies as being the ideal. Not surprisingly, Victoria’s Secret is taking a lot of heat about their new campaign entitled “The Perfect Body” that shows unrealistic body shapes as being the standard perfect body we should all strive for. While I never shop at Victoria’s Secret as I’m not a fan of their frou frou frillies and the uncomfortable fit, I think they’re losing hundreds of thousands of potential customers by focusing solely on young women who are thin and tall with weird globe-shaped surgically enhanced breasts. I know many Baby Boomer Broads who never enter their stores because they know they’ll never find something that fits and is flattering.
While it’s tempting to say that portraying these so-called perfect bodies in advertising is understood by consumers as not being realistic and are designed to enhance the products, I don’t “buy” it. Dove soap has done very well by featuring real women in their advertising.
As a retired corporate marketing professional I would like to make a suggestion. Imagine if Victoria’s Secret marketed to every woman regardless of skin colour, weight, length of hair or height. Imagine if they said whatever your size and shape we can make you feel beautiful. It’s not a radical theory and I’d love to see it in advertising. Maybe then the hundreds of thousands (or more accurately millions) of Baby Boomer women might be inclined to walk into a Victoria’s Secret. It’s harmful to all women and we don’t want our daughters and granddaughters to be constantly told they’re not good enough unless they are tall and thin. I urge you to speak up and let them know they’re way off base and we don’t like it one little bit. Here’s a link to a petition to get them to stop the ads. http://www.change.org/p/victoriassecret-apologise-for-your-damaging-perfect-body-campaign-iamperfect
And don’t forget to order BOOMERBROADcast for yourself and as gifts:
Baby Boomer reflects on the journey from living life in the Sixties to living life in her Sixties, at