- 1 day ago
Category
đ ď¸
LifestyleTranscript
07:29We're on the stage yesterday, which we shared, and I'm so excited to be here, and I have joined on the stage with me, Lydia Smith, Chief Diversity Officer at Victoria Secrets, and Alix Bazele, Technical Designer.
07:45So we're going to jump right back.
07:47So we're going to be right back.
07:53This is new design that the ladies are going to talk about.
07:57So let's go.
07:58Lydia, please tell us a little bit about yourself and your role as the Chief Diversity Officer.
08:04So I have been at VS for about three years.
08:08I lead Diversity, Equity, and Inclusion, which focuses both on our people, culture,
08:14but also how we show up in an inclusive way from the brand.
08:17So everything from marketing to our products, design, creative, everything.
08:22Everything. Everything. She is everything.
08:26And Alix, you have a really interesting story.
08:30So tell us about your role at VS & Co.
08:32So I am Alix Bezlet, and I am a technical designer at Victoria's Secret.
08:38I started there as an intern and then went to a contractor,
08:42and right before the pandemic, became a full-time technical designer.
08:45And while as an associate, I help pioneer changes for our panties
08:50to make sure that our customers of color are getting the fit that they need and want
08:56and have been asking for for years.
08:58So, guys, yes, please clap.
09:01Did you hear this?
09:02She said she was an intern and said, we need different fits.
09:07We need something for us.
09:09Went to senior management, and we are here today.
09:14Talk about culture right there.
09:17So I want to read this because this is really exciting,
09:20and it's going to lead us into this new innovative product.
09:23So this team spent over 900 hours.
09:29They tested 600 women, and they spent two years developing this new concept
09:36that Alix as the intern had.
09:38So let's talk about this.
09:41Lydia, we all know Victoria's Secret.
09:43How many people in here have shopped at Victoria's Secret?
09:46I better see every single hand.
09:48Thank you, thank you, thank you.
09:50So with that comes a lot of history and heritage and transformation.
09:54So Lydia, can you talk about the evolution of the brand and where we are now?
09:59So about three years ago, we split, and Victoria's Secret and Co.
10:05became our own company, and we really focused on listening,
10:09listening to our customer at every step of the way,
10:12every step of the product journey.
10:14And that's really who we want to be.
10:15We want to be a brand that women can relate to at every stage
10:21in their own personal lives, right?
10:22When you need the product because you're getting ready to go out on a date night
10:26to your first bra fitting with your daughter, to every moment.
10:31And so with that, we knew we had to connect with our customers.
10:34And we listened.
10:35We hear the feedback.
10:36We see the comments on social media where people were saying,
10:40you know, the panties don't fit, the guts is too small,
10:43and all the different feedback.
10:44And that's really what led us to this amazing project
10:47because Elise and her team, you know,
10:51they were telling leaders that the panties don't fit.
10:55You know, women are saying that the panties don't fit.
10:58Well, and I think it's so key when you talk about listening
11:01because you could say we're Victoria's Secrets.
11:04We are in every single market.
11:06We are ruling and dominating,
11:08and we're just going to keep doing the same thing.
11:11And what I love about this is we talk a lot about listening
11:14and the importance.
11:16And Elise, for you, being an intern,
11:18I mean, you grew up with Victoria's Secrets,
11:20and now you're an intern.
11:21And so the listening part, can you talk about that
11:24from your role, listening and the consumer journey?
11:27So we listen through various ways,
11:30like through family, friends, your reviews.
11:34I read the reviews.
11:35We get our weekly review report.
11:36I go in and I check them.
11:38And then we also do our fit wear test program
11:40where we get our, from family, friends,
11:43anyone who's interested in joining
11:44to try our product and give us feedback.
11:47And then we take that and implement it into new product.
11:51And then for specifically your panties,
11:53the feedback I was already calling out,
11:56like this is too short, especially people of color.
11:58You have that, you know, an hour waist, a wider hip,
12:01and then you can't find the right size.
12:03So I was really passionate about making it fit correctly.
12:08So family and friends and reading social media,
12:11YouTube videos of people talking about it.
12:13And I made a whole project and I said,
12:15we need to do something.
12:17And that's where it took off from.
12:19So when we think about the fact
12:21that we have this amazing brand,
12:24and you said it, we have these cute little waist,
12:27and we have brought our hips,
12:29and we're realizing that the brands we love
12:31is not necessarily thinking about us.
12:34So once you started realizing it,
12:36especially from a culture perspective,
12:38what was that process to actually conceptualize the panty?
12:43And how did you and Lydia kind of work together
12:45from chief diversity officer to technical design?
12:49So for my project, I made a proposal.
12:54I was very nervous about it,
12:56but I gave it to my leader,
12:57and she was like, yes, let's do it.
12:59I went to different modeling agencies.
13:02They were only giving me white models,
13:04and I was like, that's not what I need.
13:05I went on their website,
13:06find all the different ethnicity models.
13:08I got Asian, Saudi Arabian, Indian, black, Hispanic,
13:14and I casted them all, and I brought them in,
13:16and I said, try on these panties
13:18and give me your honest feedback.
13:20And I took their feedback.
13:21I had them change how they were wearing it,
13:24how do you put on your panty, and all that stuff.
13:26And then I put all that data together
13:28and presented it to the leaders,
13:29which then the leaders bubble it up
13:32until it got to Lydia.
13:33Well, and it's so interesting
13:35because it takes us, right?
13:37It takes us working at companies
13:39and saying, I don't want a model
13:41that looks like that.
13:42I actually need five, six,
13:4410 different types of models.
13:46And Lydia, from your role
13:47as Chief Diversity Officer,
13:49I mean, this is music to your ears.
13:51You're like, we get to actually
13:52have diversity and inclusion.
13:55So talk about your role
13:56in terms of ensuring that
13:58we're going to do something innovative.
14:00Let's make sure that it truly is.
14:02Part of my role is
14:04embedding diversity into everything.
14:07And I think we're at a place right now
14:09where there's a lot of talk about
14:12should there be, you know, DE&I
14:14and what should it look like?
14:15And this was a project
14:15where it made it super easy
14:17because people see how it applies
14:19to their world, to their work.
14:21It's not just the right thing to do,
14:22but it makes sense, right?
14:24So if we're talking about size
14:25and shape inclusion,
14:26if we're talking about, you know,
14:28women of color
14:29wanting to be able to go to the store
14:31and purchase a nude bra
14:33that matches their skin tone.
14:35So what does that mean?
14:36We have to be more thoughtful
14:37about the different skin tones
14:38that we, you know, are offering.
14:40And so it was just a good opportunity
14:42for me to be able to show people
14:44that the work that I do
14:45isn't just about it
14:46being the right thing to do.
14:48It actually makes business sense.
14:49And when we think about inclusion
14:50from a perspective
14:51of how we can better serve our customers,
14:53it helps our bottom line.
14:55So it's like a business case for it.
14:56It's not just something that we're doing
14:58because people, you know, think we should.
15:00We're doing it because customers
15:02are out there asking for these products.
15:04So whether it's, you know,
15:06our expanded color line, our nude shades,
15:09whether it's expanding our sizes,
15:11whether it is adaptive bras
15:14that we have in the store
15:16for women with disabilities
15:17with magnetic front closures,
15:19it's really thinking about
15:20what do women need
15:21and how do we meet their needs
15:22from an inclusive standpoint.
15:24Well, and I love that you give an example.
15:26I think all of us can say
15:28that we constantly are hearing about DE&I,
15:31what's happening with DE&I,
15:33how we're evolving.
15:34But when you think about it
15:35from a brand's perspective,
15:37it is far greater than just skin.
15:40Even when you think about
15:41the adaptive styles
15:42and we have to be very conscious of that,
15:45especially as we think about
15:47how do we make sure
15:48that companies are truly
15:49talking their talk
15:51and then creating products
15:53that really walk their walk.
15:54So let's talk about
15:56the rollout of this
15:57because I'm so excited
15:58that we now have this concept,
16:00that we now have,
16:02we have a surprise for you at the end,
16:04so just everybody wait,
16:05but that we now have this.
16:06So talk a little bit
16:07about Alix, the rollout.
16:09Whenever you have a brand
16:10like Victoria's Secrets,
16:11you said it took two years.
16:13So talk about from the idea
16:15to now what we actually have on stage.
16:18So from before,
16:22our panties were seen too short,
16:23which caused a lot of people
16:24to either size up or size down
16:27or just wear that size
16:28and deal with like how it's shifting
16:30and uncomfortable,
16:31to now the panty will sit
16:33where you need it to sit.
16:34There's that rise.
16:35The crotch or gusset area is wider,
16:38so it's giving you that coverage.
16:39You don't have to feel like
16:40you're holding like,
16:41it's like a rope down there.
16:42It's like, it's covered now.
16:44And then we also reshape that leg line
16:47so it's not two scoops,
16:48so there's not a little peekaboo
16:49when you move.
16:50It's covered.
16:51You're good.
16:53Yes, we can clap for that.
16:55She said it's not a little peekaboo
16:57whenever you move.
16:58I see you.
16:59We got something for you.
17:01And we continue to look at the product.
17:03I'm constantly continuing to look at
17:05to make it better even our bras,
17:07whatever I can do myself,
17:10especially as a person of color,
17:12to improve our product.
17:14I'm constantly looking at
17:15the different ways to do that
17:16and I'm constantly bringing up
17:18the different shapes,
17:20the different sides,
17:21the different ethnicities
17:22and how can we make sure
17:24that our customers feel heard,
17:25seen and empowered,
17:28especially with our panties
17:29because sometimes a bad fitting panty,
17:31a bad fitting bra,
17:32it ruins your day.
17:33So you need something that's good.
17:35Yes.
17:35It's so true that,
17:36yes, we can clap for that
17:38because we know how we feel.
17:39It is empowering.
17:40Whenever you're adjusting
17:42and you don't feel great,
17:43it actually ruins your day.
17:45You can look fantastic,
17:47but it's so much greater
17:48than just a bra and a panty.
17:50And when we think about empowerment,
17:52I think that's a key piece here
17:54because you all have empowerment internally
17:56and you have empowerment externally.
17:59So Lydia, talk about this notion
18:01of empowerment
18:02and how Victoria's Secrets
18:04is really not only empowering us
18:06as consumers,
18:07but clearly empowering your team members.
18:10Yeah, I think this is a great crowd to share.
18:13You know, one of the things
18:14that we've been doing
18:15is being really intentional
18:16about how diversity shows up in our teams.
18:18We know the teams that are more diverse.
18:20It definitely empowers, you know,
18:22people to speak up,
18:23to share their minds.
18:24For the first time ever,
18:25we have two black women
18:26leading our sport and swim design team,
18:29which is amazing.
18:29Did you hear that?
18:30Two black women leading sport and swim design.
18:34Yeah.
18:34Let's all head over,
18:35get our swimsuit.
18:36That is huge.
18:38And so what happens,
18:39you know,
18:39you start to see,
18:41I think women,
18:42empowered women empower women.
18:44So you see women stepping up into roles
18:46and creating spaces,
18:48speaking their minds,
18:49and then it gives people
18:50the safe space to do that around them.
18:52And then what happens is
18:53people, you know,
18:54like Elix,
18:55they share ideas,
18:57they share, you know,
18:58why something won't work
18:59or an idea of something
19:00that they think that will work.
19:01And years ago,
19:02we had a culture
19:04where I think those ideas
19:05kind of got shut down.
19:07And so what we're seeing
19:09is more and more ideas,
19:10you know,
19:11being able to make it
19:12into those rooms
19:12with senior leaders to discuss,
19:15hence this project.
19:16So I think the,
19:17it's starting,
19:18it's kind of like a sandwich approach.
19:20It's starting at the bottom,
19:21but it's all also our leaders
19:22being willing to listen.
19:24Well,
19:24and I think that
19:25you talk about it so naturally.
19:27I think we can all attest
19:29to having a boss
19:30who didn't listen,
19:31a team member
19:31who was like, whatever.
19:33And so it takes a lot
19:35to build that type of
19:37top-down, sideways
19:38approach to leadership.
19:40And you also mentioned
19:41something about the bottom line.
19:43I think that it's important
19:44when we think about
19:45DE&I and these initiatives
19:46that there is a bottom line
19:48if we're representing a company.
19:50And so the ability
19:51to think about the bottom line,
19:53what the consumers want,
19:54a new fit,
19:56and then tying it all together
19:57is really crucial.
19:58And so as you think about
20:00even the evolution
20:01of the company,
20:02what are you excited about?
20:04What are you planning for?
20:06What are we hearing
20:06from all the consumers?
20:10As we keep doing our work,
20:12I'm excited to expand
20:14into Adaptive.
20:15That fits really well
20:17with inclusivity,
20:18and that's also a customer
20:20that's often left out.
20:21Even people of color
20:22also are part of that community.
20:25So as we expand
20:26into Adaptive,
20:27as we expand into silhouettes,
20:30like different silhouettes
20:30for different body shapes
20:31and things like that,
20:32I'm really trying to get
20:33into those projects,
20:35into those works,
20:36and telling my leaders
20:37that I'm interested in that
20:38so that we can create
20:40more product
20:40and just keep going
20:42and evolving
20:42into an even better company.
20:45Well, and I'm going to ask you
20:46about Adaptive really quickly.
20:48So for those of us
20:50who kind of understand Adaptive,
20:52can you break it down
20:53for us a little bit,
20:54the importance of Adaptive?
20:55Yes, so we have
20:57Adaptive bras and panties.
20:58So what that means
20:59is our panties
21:00have magnets on them
21:02so that people who are,
21:04I don't want to use
21:06the word disabled,
21:07but I guess that will be
21:09the best term,
21:11they are able to put on
21:13those panties
21:14and their bras themselves.
21:16And that doesn't mean
21:16that just because
21:17you're not disabled
21:19that you can't wear
21:20those panties
21:21or those bras.
21:21We find that there are people
21:23who have little motion
21:24trouble
21:26and they like wearing it
21:27as well.
21:27And there's people
21:28that are perfectly able
21:29to use their arms,
21:30their legs,
21:31or whatever,
21:31and they're like using it
21:32as well.
21:32It's just an easier method
21:34for people who trouble,
21:36who have trouble every day
21:37wearing their basic
21:39panties and bras.
21:41Great.
21:42Thank you for that.
21:43We got a little educated.
21:44That's exactly what we needed.
21:45Lydia?
21:46I'm actually the most excited
21:50about identifying new
21:52and different ways
21:53to engage with our customers.
21:55You know,
21:55I think that we historically
21:57have been a brand
21:59that, you know,
22:00we're aspirational,
22:01we show up,
22:02we do the things
22:03that we've always done,
22:04but we haven't really
22:05been able to make
22:06that personal connection
22:07with customers.
22:08And being someplace here
22:10like Essence
22:10and being able to listen,
22:12being able to learn,
22:14you know,
22:14our wear test event
22:15that's later today
22:16where we'll actually
22:17be able to engage
22:18with women as they,
22:19you know,
22:19get fitted for bras,
22:21like those types of events
22:22where we actually really
22:23get to engage
22:24with our customers,
22:26that's what I'm the most
22:26excited about for our brand.
22:28I think it's going to
22:29truly shift the customer
22:30experience and the way
22:31that people actually engage
22:33with Victoria's Secret.
22:34Most people probably,
22:36you know,
22:36women,
22:36and you remember
22:37the first time you went
22:38and you had to get,
22:39you know,
22:39your first Victoria's Secret bra
22:41and that's amazing,
22:42but that shouldn't be
22:43your only memory, right?
22:44That shouldn't be
22:45your only interaction
22:46and engagement with us.
22:47So, you know,
22:48the fact that we're here
22:49and we're continuing
22:50to have conversations
22:51and listen and learn
22:52and figure out
22:52how better to engage
22:53with our customers,
22:54I'm really excited.
22:55You know,
22:56aren't we so happy
22:57that Lydia's our
22:58chief diversity officer
22:59at Victoria's Secret?
23:01Like, seriously,
23:02and the fact that you are here
23:04because it does take a lot
23:06for a brand to come
23:07and to say,
23:08we have great products,
23:09but we can do better
23:10and here's how
23:11we're going to service you.
23:13And Lydia,
23:13you also dropped
23:15a little something.
23:15I don't know if you heard
23:16what she said
23:17about her wear testing,
23:19but as I keep alluding to,
23:22can you tell us
23:23a little bit about
23:24what Victoria's Secret
23:25is doing here?
23:26You guys,
23:26Victoria's Secret
23:27is at Essence
23:28showing up
23:29with some goodies.
23:31Tell us about
23:31the wear fit testing.
23:33Yeah,
23:33so one of the things
23:34that we talked about
23:35was in order for us
23:36to continue to be
23:37more inclusive,
23:38we've got to ensure
23:39that we are testing
23:41our products
23:41on different women,
23:42different sizes,
23:43shapes,
23:44and body types.
23:45And so we're here
23:45doing that at Essence.
23:47We're off-site
23:48at the Ace Hotel,
23:50formerly the Barnett Hotel.
23:52We'll be there
23:53from 2 to 6 p.m. today.
23:55And you can come join us,
23:57have fun.
23:57We'll have some different
23:58fun things to do
23:59while you're there.
24:00But the whole idea
24:01of this is
24:02the more data,
24:03the more insights
24:04we get from diverse women,
24:06from women with,
24:07you know,
24:07different body types
24:08and sizes and shapes,
24:10the more,
24:11or the easier it is
24:12for us to make
24:13the necessary changes
24:14that we need to
24:15or enhancements
24:16that we need to
24:16in our products
24:17to ensure that,
24:18you know,
24:18every woman can
24:19find herself
24:21a Victoria's Secret bra.
24:23I'm going to have her
24:24say that again
24:25as we wrap up
24:26because I just want
24:27to make sure
24:27that we all show up
24:29for the wear fitting test
24:30at the Ace Hotel
24:31at 2 o'clock.
24:33And as we close out,
24:34Alik,
24:34I want to go back to you
24:35because Lydia,
24:37you mentioned it
24:37and you both talked
24:38about the importance
24:39of listening
24:40and the importance
24:41of not just listening
24:42but saying,
24:43I'm now going to
24:43move that into action.
24:45So when you think
24:46about everybody
24:46in this room,
24:48how do you want people
24:49to engage
24:50with Victoria's Secrets?
24:50How do you want them
24:52to tell you
24:53what's on their mind,
24:54what they care about?
24:56I would say
24:57keep doing what you're doing.
24:58Keep writing those reviews.
25:00You can tell your feedback
25:02to the store associates.
25:03Keep making those videos
25:05because someone like me
25:06is paying attention.
25:08I am listening.
25:09I am part of the culture
25:10and I'm always looking out.
25:13You can tell your friends
25:14who have social media
25:15if you don't have social media
25:16like me
25:17or you just have LinkedIn
25:18like I do
25:18and just keep doing it.
25:21And if you feel like
25:21you shouldn't do a review,
25:23I understand.
25:23But even just giving it
25:24like a one star
25:25and not typing a word
25:26is enough for me,
25:29for my team,
25:30the Techno Design team
25:31to know exactly
25:32what we need to do
25:33and how to fix it.
25:34Even if you tell us like,
25:35hey, it shifts around
25:37or it feels too tight,
25:39like any little detail,
25:40put those in your reviews
25:41because I am reading them.
25:44All right, everyone.
25:45I want to make sure
25:45this time next year
25:47we're working on
25:48our next product
25:49together with Alik and Lydia
25:50because Victoria's Secrets
25:52is listening to you
25:54and you get to find out
25:56more this afternoon.
25:57So, Lydia,
25:58to close us out,
26:00tell us one big,
26:03exciting thing
26:04that Victoria's Secrets
26:05has coming out
26:06by way of diversity,
26:08equity, and inclusion.
26:10So, let's see.
26:11I would point to
26:13we are very, very close
26:16to our launch
26:17of our VSX,
26:20our sport line.
26:22And so, you know,
26:22going back to the two women
26:24that I mentioned
26:25who are leading that,
26:27I'm really excited
26:28of what's to come
26:29for that line
26:30because I know
26:31that it's going to be
26:32fashionable
26:33but also comfortable
26:35and very size-inclusive,
26:38shape-inclusive
26:39for our body styles.
26:40And I'm so excited.
26:43We can trust these two.
26:44I am telling you that.
26:45They are listening to us.
26:47We are witnessing
26:48and seeing
26:49the new Victoria's Secrets
26:51that is representative
26:51of all.
26:53And make sure
26:54we want to see you guys.
26:55If you want to get
26:56what I'm holding,
26:58make sure that you come
26:59and check us out
27:00at the Ace Hotel today
27:01at 2 o'clock
27:03for the WearFit testing
27:04and you can follow
27:06Victoria's Secrets online,
27:07Victoria's Secrets,
27:08and at VS Pink.
27:10for Pink.
27:12All right.
27:13Thank you guys so much.
27:14Enjoy the rest of Essence.
27:15We'll see you
27:16at the Ace Hotel.
27:40There's free panty coupons
28:07at the event today.
28:09And you get a panty
28:10and you get a panty
28:11and you get a panty
28:12and you get a panty.
28:13So make sure
28:15that you come
28:16to the Ace Hotel
28:17so that you can get
28:18your free panty
28:19and you get a panty
28:28and you get a panty
28:29and you get a panty
28:29and I'll see you
28:31at the front.
Comments