Let me tell you a secret

The Spice Girls are pants

What?: The Spice Girls get their knickers in a twist with an exclusive partnership with the US’s leading underwear brand:

Capitol Music Group is teaming up with lingerie retailer Victoria’s Secret to exclusively release the reformed group’s greatest hits album in the US. The album will only be available via Victoria’s Secret outlets (and the company’s website) from 13th November until 15th January when it will go on general release. The girls will also promote Victoria’s Secret’s lingerie range at a catwalk show in LA in November. It will be their first major appearance together prior to their world tour.

The possibility of their tour being sponsored by supermarket chain Tesco has also been mooted in what will no doubt be the beginning of a string of brand endorsements.

So what?: Victoria’s secret has sales of $5 billion and has utilised the assets of numerous musicians (Bob Dylan, Justin Timberlake and Seal) to uplift its campaigns, however it is struggling to attract male viewers in the 18-34 category. Justin Timberlake’s 2006 show failed to truly bring sexy back to the lingerie catwalk. Only 6.8M watched the show, a far cry from the 12.4M who tuned in to the debut in 2001. The Spice Girls deal sees the company attempting to stem the decline and raise its female profile. The deal also marks a notable turnaround in the Spice Girls empowerment message:

“Nothing says Girl Power quite like undernourished women parading around in their smalls”
Giles Fitzgerald, Deputy Editor, Five Eight

www.victoriassecret.com