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In 2019, Victoria’s Secret closed over 50 stores across North America due to lagging sales performance. Victoria’s Secret marketing campaigns featuring supermodel Angels no longer resonated with women who see themselves and their bodies in a different light.
Consumers react to market offerings according to their needs, values and preferences, as informed by their culture. Consumer countercultures develop in response to market offerings that go against a consumer group’s values. For example, the body positivity movement and the #MeToo campaign reflect the impact objectification has on many women.
These
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