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<ul><li>Today's parents are concerned about their children's disconnectedness from their culture and heritage.</li><li>However, technology is making it possible to bring stories related to our past and history to children in an engaging way.</li><li>Dr <keyword id="4755913" type="General" weightage="20" keywordseo="rishi-mohan-bhatnagar" source="Orion">Rishi Mohan Bhatnagar</keyword>, President at <keyword id="4123476" type="General" weightage="20" keywordseo="aeris-communications" source="Orion">Aeris Communications</keyword> writes about the potential that technology has to keep the next generation connected to our rich history.</li></ul>There is widespread concern among Indian parents today about the risk that our children might lose their rootedness to our culture. With busy lifestyles, parents are finding it hard to devote the time to impart these cultural values themselves. This gap is often filled by <keyword id="12806323" type="General" weightage="20" keywordseo="audio-visual-content" source="Orion">audio-visual content</keyword> on various electronic devices. Children can access global content on these devices; given their large budgets and extensive creative teams, it is inevitable that children will be drawn to games and videos from content studios in the West. This leads to a homogenization of cultural signals that children are receiving - they will be more aware of the food, culture, and norms of the West than of their own country.<br /><br />Some children are lucky to have their grandparents living with them, and sharing with these kids the rich stories from our <em>itihasas</em> and <em>puranas</em>. But even with grandparents around, children might prefer the sleekly designed, action-packed games and video content on their tablets! Thus, there is a very real risk that our next generation will grow up without much awareness of our rich and ancient culture.<br /><br />As a parent of young children, this is a very personal question for me. While technology could be blamed for some of these problems, I look at it differently. I believe technology can be the greatest tool to take our culture, tradition, and values to the next generation. Provided of course, that we use technology in bold and innovative ways. Here are some thoughts on how we can leverage tech to take Bharat’s treasures to our children:<br /><br /><strong>Powerful audio-visual storytelling</strong><br />India is full of great stories and storytellers. Our classical and folk music also have been vehicles to communicate stories from our itihasas and puranas. For urban children of the previous generations who did not have access to folk storytellers, the <keyword id="173109" type="General" weightage="20" keywordseo="amar-chitra-katha" source="Orion">Amar Chitra Katha</keyword> comics were an excellent gateway to the magical world of our gods and culture. What if we upgraded our comic books for tablet-based consumption? What if one could tap onto the page and listen to the sounds of the war from the <keyword id="49038" type="General" weightage="20" keywordseo="mahabharata" source="Orion">Mahabharata</keyword>? If we make digital comics that are really compelling, we can out-compete the alternate options out there.<br /><br /><strong>VR-tours of Indian temples and monuments</strong><br />India is a land of architectural marvels. Imagine if our children can put on a <keyword id="2409754" type="General" weightage="20" keywordseo="vr-headset" source="Orion">VR headset</keyword> and go on a virtual tour through the Rajput palaces, or up to the icy slopes of Mount Kailash? The VR experience can include powerful storytelling that educates and excites the children, so that they will want to seek out these monuments by themselves. We can even incorporate games into the VR experience. When games like <keyword id="1011585" type="General" weightage="20" keywordseo="Temple-Run" source="Orion">Temple Run</keyword> are popular, these virtual reality games in real ancient temples can become even more attractive among our children.<br /><strong><br />Holograms of historical figures</strong><br />What if we could bring home some of the figures of our history, in 3-D holographic form? Imagine a birthday party with holograms of little Krishna or Shivaji the great. The personalities from our past will leap out of the pages of our kids’ history books and into their drawing rooms. Will this not plant the desire in them to learn more about these legends?<br /><br /><strong>Compelling digital (and physical) games</strong><br />India has a $1.5B market for physical games and toys. Game creators are pushing the boundaries in creativity, and there are games these days that do not just engage children but also educate. But these learning-centric games typically focus on mathematics, general knowledge, and logic. I believe that for our children to be successful, it is equally important for them to have a grounding in Indian value systems. This is not a ‘nice to have’, but a ‘must have’. I have observed many successful people, and their rootedness gives them the strength and clarity to push toward success. The need of the hour is for well-crafted digital and digital-cum-physical games that are built around Indic stories and values. We should embrace tech and use it creatively to our advantage. That is the way forward.<br />

Technology: Helping take culture and heritage to the next generation

<p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div></p><ul><li><strong>L Brands CEO Les Wexner has ties to Jeffrey Epstein, the financier charged with sex trafficking.</strong></li><li><strong>While Wexner cut ties with Epstein years ago and has not been accused of any wrongdoing, L Brands shares declined on news of the charge.</strong></li><li><strong>Victoria's Secret has struggled to stay relevant to consumers in the #MeToo era. </strong></li><li><strong><a href="https://markets.businessinsider.com/stocks/lb-stock">Watch L Brands trade live on Markets Insider</a>.</strong></li></ul><p><span style="font-weight: 400;">Shares of <a href="https://markets.businessinsider.com/stocks/lb-stock">L Brands</a> slid as much as 5% on Tuesday as <a href="https://www.businessinsider.com/famous-people-jeffery-epstein-money-manager-sexual-trafficking-connected-2019-7#prince-andrew-and-epstein-were-close-friends-the-guardian-reported-in-2015-5" target="_blank" rel="noopener">reports of ties</a> between its CEO and Jeffrey Epstein - the financier charged with sex trafficking - came to light. </span></p><p><span style="font-weight: 400;">Epstein was the <a href="https://www.businessinsider.com/famous-people-jeffery-epstein-money-manager-sexual-trafficking-connected-2019-7#prince-andrew-and-epstein-were-close-friends-the-guardian-reported-in-2015-5">money manager for L Brands CEO Les Wexner</a> for years, and even bought his Manhattan mansion,</span> <a href="https://www.bloomberg.com/news/articles/2019-07-08/wexner-needs-even-more-distance-from-epstein-crisis-consultant"><span style="font-weight: 400;">Bloomberg reported on Monday</span></a>.<span style="font-weight: 400;"> Court documents unsealed the same day revealed that federal prosecutors have charged </span><a href="https://www.insider.com/jeffrey-epstein-sex-trafficking-charges-court-documents-2019-7"><span style="font-weight: 400;">Epstein with running a sex-trafficking operation.</span></a><span style="font-weight: 400;"> Wexner has not been accused of any wrongdoing.</span></p><p><span style="font-weight: 400;">Neither Wexner nor L Brands have spoken out about his prior connections with Epstein, with whom he has not been connected for more than a decade. Still, the ties between Epstein and Wexner are proving to be a drag on L Brands as it tries to reinvent its image to appeal to socially conscious consumers. </span></p><p><strong><em><a href="https://www.surveymonkey.com/r/BI-Young-Investor-Panel" target="_blank" rel="noopener">Markets Insider is looking for a panel of millennial investors. If you're active in the markets, CLICK HERE to sign up.</a></em></strong></p><p><span style="font-weight: 400;">L Brands is the parent company of Bath &amp; Body Works and Pink, as well as Victoria's Secret. The conglomerate has struggled to maintain the popularity of its Victoria's Secret brand, which used to be the most famous lingerie retailer in the US. Sales have plummeted as customers have grown disenchanted with the brand. Analysts have also grown skeptical of the company's future in the #MeToo era. </span></p><p><span style="font-weight: 400;">It's taken its toll on the company. The lingerie c</span><a href="https://www.businessinsider.com/victorias-secret-rise-and-fall-history-2019-5#more-body-positive-underwear-brands-such-as-aerie-thirdlove-and-lively-cropped-up-taking-making-share-17"><span style="font-weight: 400;">ompany lost 9% of its market share </span></a><span style="font-weight: 400;">in the US between 2015 and 2018. This year, Victoria's Secret has had said </span><a href="https://www.businessinsider.com/victorias-secret-store-closings-2019-2"><span style="font-weight: 400;">it will close 53 stores in North America, up from 30 store closings last year</span></a>.</p><p><span style="font-weight: 400;">Pink, the brand focused on a younger demographic, has also struggled to keep its sales numbers afloat. Other brands such as American Eagle's Aerie have boosted their market share by being more inclusive and advocating for body-positivity. ThirdLove, another brand, has also </span><a href="https://www.businessinsider.com/thirdlove-slams-victorias-secret-in-nyt-ad-2018-11"><span style="font-weight: 400;">become increasingly critical of Victoria's Secret. </span></a></p><p><span style="font-weight: 400;">Shares of <a href="https://markets.businessinsider.com/stocks/lb-stock">L Brands are up roughly 4%</a> year-to-date.</span></p><p><em><strong>Now read more markets coverage from Markets Insider and Business Insider:</strong></em></p><p><em><a href="https://www.businessinsider.com/the-realreal-ipo-here-is-what-you-need-to-know-2019-6?utm_source=markets&amp;utm_medium=ingest" target="_blank" rel="noopener">The RealReal could be valued at $1.6 billion when it starts trading on Friday. Here's what you need to know about the used luxury goods startup's IPO.</a></em></p><p><em><a href="https://www.insider.com/deutsche-bank-news-restructuring-to-boost-us-banks-market-share-2019-7">Major US banks are the big winners as Deutsche Bank's business gets a massive shake-up</a></em></p><p><em><a href="https://markets.businessinsider.com/news/stocks/acacia-communications-stock-price-soars-after-cisco-deal-news-2019-7-1028338860">Acacia Communications skyrockets after Cisco announces plans to acquire the company (CSCO, ACIA)</a></em></p><p><a href="https://markets.businessinsider.com/stocks/lb-stock"><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div></span></a></p>

Victoria's Secret's parent company falls after its CEO's ties with Jeffrey Epstein resurface

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>Jockey no longer wants to be known for&#xa0;ads featuring models with ripped abs.<p><a href="http://www.jockey.com/showem?cm_mmc=fb-_-060916-_-social-_-showemlaunch&amp;utm_source=fb&amp;utm_medium=social&amp;utm_campaign=social#/page=1" target="_blank">The underwear company is rolling out a new ad campaign</a>&#xa0;called "Show 'Em What's Underneath" - a cheeky play on showing off both undergarments and traits that are not visible to the human eye.</p><p>The campaign features Chris, a Marine veteran, Michael, an adoptive father, and Lisa, a firefighter, pictured above, and it zeroes in on their accomplishments, not their bodies (though they all do have very fit figures).</p><p>"T<span>his new campaign celebrates the spirit of individuality - people's true colors, hidden talents, guts, crazy ideas, big secrets and the gifts that make them truly unique," Matthew Waller, senior&#xa0;manager of corporate communications and brand partnerships, said in a <a href="http://www.jockey.com/pressroom/pressrelease/jockey-reveals-new-brand-campaign-show-em-whats-underneath" target="_blank">release</a>. "The Show 'Em What's Underneath campaign encourages everyone to be comfortable with themselves - imperfections and all."</span></p><p><span>That sounds a lot like the <a href="http://www.businessinsider.com/american-eagles-aerie-sales-2016-5" target="_blank">very successful Aerie</a>, which has won over teen girls with its <a href="http://www.businessinsider.com/aerie-ad-photos-are-not-airbrushed-2015-7" target="_blank">unairbrushed #AerieREAL campaign</a>. It suggests that Aerie was onto something that is relevant to people beyond its audience - even grown men.</span></p><p>The company tells each person's story through a video, each of which you can below.</p><p><div></div></p><p><div></div></p><p>&#xa0;<div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/iskra-lawrence-is-the-new-face-of-aerie-2016-4">This model was dropped from her agency for her size-now she's the face of Victoria's Secret's top competitor</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="NvZWh0MDE67HlaUOMDdVeAUNFERUV_45" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

This underwear company no longer wants to be known for ripped abs

<ul><li>'How do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them,' asks <keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief Strategist &amp; Founder, <keyword id="9206683" type="UNKNOWN" weightage="20" keywordseo="Salt-and-Paper-Consulting">Salt and Paper Consulting</keyword>. </li><li>As a solution, he further shares 4Cs that marketers can keep in mind while targetting millennials. </li></ul><br />The youngest millennial would be graduating this year and the oldest would be ready to enter forties. It is understandable if the internet lingo would have made you believe they are high schoolers and undergrad Beliebers who love to follow trends and post memes. While the truth is most are working, creating those trends and didn’t have a virtual life before college. They are the core spenders in the world and the dream segment of nine out of ten brands. In the last decade justified by the abundance of internet information and acquired wokeness, they went from being the most brand loyal to least brand loyal demographic. One thing though is certain, they demand a certain shareability from every brand they engage with - shared purpose, passion and experience. So how do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them? This is where the 4Cs come in:<br /><br />Custom: It’s 2020 and the clutter across is so much that millennials get hooked to anything curated for them, makes them feel unique and extra special (right up there with free shipping and easy returns). Even if it is the packaging of cola, chocolate bars, shoes or headphones. The personalisation though needs to happen in both marketing and operations for it to truly work. <br /><br />So Sainsbury’s will do geotargeting to people around their stores and treat them with coupons on specific products and categories they have previously purchased. Content streaming sites will show different movie posters in accordance to visual preferences. Even news sites are tailoring the position of articles to the relevant interest of returning visitors. If you want to design your favorite sneakers on NikeID and get a personalized video of your favorite athlete with your design and the order confirmation - it is already a reality. These kinds of surgical custom designed products and services are the new normal, irrespective of the category. Any brand that still thinks it can prosper with the millennials by talking to all of them at the same time is basically trying to trend the thousand year old Yoda during baby Yoda’s pinnacle.<br /><br />And you can see it even in brand ambassador choices, luxury carmaker Audi once only signing global HollyWood sweethearts like Hugh Jackman (peak of Wolverine) &amp; Chris Hemsworth (peak of Thor) is now enlisting Stephanie Gilmore, the seven time world surfer champion and Masie Williams, best known from the cult GoT driving their electric models. The millennials want to feel the communication is realistic and made for them.<br /><br />Conscious: In a world that feels on the edge all the time, a sense of shared purpose can be an exceptionally underrated motivator for millennials. They were the first generation coming out of their puberty listening to the desperate warnings of climate change. While stories of dire animal extinction and water wars have been there for two decades, they are finally in a position to do something about it. So when they have to choose between two global sports shoe brands one made from ocean waste, another from regular synthetic materials, the preference shift is automatic. When for baby boomers likeability of the products is paramount, millennials desire corporations they can look upto and pride in the said association. Overnight millennial hashtag takeovers on social media can tell you, an ethically and environmentally careless brand will be bulldozered irrespective of the billion dollar revenues it might have clocked until then. Aerie and Rihanna's profitable lingerie brands rightfully promote body positivity and comfort over being seduction machines. At the same time, the once legendary Victoria’s Secret, still insensitive in gauging the evolution of beauty and inclusion, consequently had to close 50+ stores in North America and even cancel its annual fashion show over declining viewership.<br /><br />Just last year Coke’s bold headline read: 'Don't buy Coca-Cola if you're not going to help us recycle!'. Levis’ claims to have saved 3 billion liters of water till now and their corporate goal this 2020 is to make 80% of denims with their Water&lt;Less™ techniques. Fast fashion giants H&amp;M with their Garment Collecting programme promises to use 100% of clothes gathered and even give gift vouchers in exchange to preserve a more sustainable environment. Do they stand the conscious test of millennials? While Forever 21 went bankrupt last year, H&amp;M as per official statement went on thriving globally with 33 percent increase in India, Poland by 21 percent, in Mexico by 18 percent and in Russia by 12 percent. And while denim brand Diesel filed for bankruptcy last March, Levis’ went public the same month, entered<a href="https://fortune.com/fortune500/2019/levi-strauss/"> Fortune 500</a> and saw an annual revenue growth of over 13.7%. So yes, sustainable stands by brands can be both socially contributive and profitable.<br /><br />Community: Millennials work on two spectrums simultaneously; personalisation and togetherness, much more than any other preceding generation. As much as they would need to feel special, they feel empowered with the knowledge of shared interests. That's why Marvel Universe becomes the global infallible franchise of the decade while Xiaomi (approx. 3% to 30%) and OnePlus (approx. 4% to 40%) enter the pinnacle of their smartphone segments in a highly competitive Indian market in just 4 years. And that’s the beautiful fabric of a strong brand community, it can create viable, long-term fans who not only purchase more but turn into serious advocates impressed with the quality of service and value system. Another reason community building is so imperative for millennial brands is that e-commerce in 2020 is deal driven and opportunist. A pure black Adidas training t-shirt is available on two dozen e-commerce websites from anywhere between 10-70% discount. The alarming bit though is that the same is true for similar competition offerings of Nike, Puma, Reebok and Under Armour. Without an earned community, none of them can survive in such a cannibalistic mass market.<br /><br />In the end we are living in that stage of civilisation where below the layers of custom we all love to be a part of a cult. Gifting that feeling of belongingness is the key to become more than a product, become the shared 'experience' you keep hearing about every now and then. A cafe like Starbucks boosts walk-ins from the stay at home generation with a loyalty program that makes the music playing at the cafe available for download through Spotify, Lyft users collating ride points for in-store purchases and the occasional free Instagram friendly Pumpkin spice. <br /><br />You are a new beer, you need to socialise in strategically designed brunches with the right crowd. You are a tea cafe and you need to do poetry readings and book signings so that a shared community evolves beyond the listed product or service. As long as the word is being positively spread by your homegrown community even before your advertising agencies, you will keep growing 2020 or 2050. <br /><br />Connected: Harnessing the intricate bond between audiences and brands technologically and emotionally. If there is one thing millennials respect as much as black friday deals, it is a brand who is smart and knows where, when and how to reach them real time. And especially since most know (and approve if the overall experience evolves remarkably) they are being tracked 24*7 through IoT hotwords and their internet journey, they expect you to market to them in smarter ways. Precisely why you need to be clever, it is an open book exam and just knowing the definition won’t impress the reviewer anymore. Automation is the expected form of communication and each product should transform into more than what it used to be. Smartphones are mini DSLRs, smartTVs convertible laptops and even players like Dyson have patented headphones that will purify the air around. Connected brand relationships are forged on transparency, value and relevance, are responsive to trends and proactively encourage immersive and memorable experiences.<br /><br />Millennials are habituated to infinite information and reviews at their fingertips. You can’t work in silos with a “great product” anymore, if your competition knows how to trend his pizza bar or sneaker cafe they are the one who will be written about and the hashtags tailor made for. Your marketing via technology needs to be connected at all levels and soon enough you will see your audience gravitating towards you. <br /><br />Upon deep data mining, Vans sees that skateboarders are one of their biggest supporters and decides to host House of Vans pop-up locations at skateparks within major cities like NYC and Chicago. This gave skateboarders a feeling of exclusive belongingness whilst sharing thoughts with like minded people, listening to live music, and shredding. What was step two? Vans then promoted the launch of their new shoe line honoring David Bowie in these pop ups. <br /><br />Millennials are like those misunderstood artists who might come across as aloof in the first go but when stirred with honesty they manifest into the most passionately driven customers. Conscious. Custom. Community. Connected. Go unlock your core audience’s full potential.<br /><br />- By Abhik Choudhury, who is the chief strategist &amp; founder of Salt and Paper Consulting. He is also a visiting faculty of Market Research &amp; Campaign Planning for the Advertising &amp; PR department at Indian Institute of Mass Communication, New Delhi. You can reach him at abhik@saltandpaper.co<br />

The essential 4Cs of millennial marketing

<br /><ul><li><strong>The Indian IT sector is looking at tax cuts and incentives from the Indian government’s upcoming Union Budget on Friday. <br /></strong></li><li><strong><keyword id="6372077" type="COMPANY" weightage="20" keywordseo="nasscom">NASSCOM</keyword>, the <keyword id="211817" type="ORGANIZATION" weightage="20" keywordseo="Trade-Association">trade association</keyword> of Indian IT firms, recommended that the Indian government set up effective SEZs and provide impetus to investment in R&amp;D to ensure that India hits its $5 trillion GDP target by 2024.<br /></strong></li><li><strong><keyword id="6355001" type="ORGANIZATION" weightage="20" keywordseo="ficci">FICCI</keyword> and other Indian players in the India IT sector are also looking at incentives to upskill the workforce and seek clarifications on taxation laws.</strong></li></ul>The Indian IT sector might be the trump card that could turn India into a $5 trillion economy by 2024. But to be able to that, the sector needs a push, says industry body NASSCOM. <br /><br />India’s IT industry which accounts for over 6.6% of the country’s GDP and employs 4.1 million skilled individuals; wants the government to clear the path for its growth. <br /><br />And it is expecting some of the changes, this Budget. The trade association recommended that the Indian government introduce tax friendly Special Economic Zone (SEZ) policy for the next 20 years, give more incentives to push R&amp;D investment, promote India as a start-up hub by encouraging funding and easing tax. <br /><br />Yet another industry body FICCI also wants the government to entice global tech product manufacturers into the country with liberal incentives. It believes that the global demand for electronics, green technology, medical devices and other emerging sectors is going to rise in the next couple of years and it’s important for the Indian government to have measures in place, for their entry. <br /><br /><strong>Incentives for R&amp;D</strong><br /><br />Apart from manufacturing, the IT sector also wants to capitalise on the country’s intellectual capital. This, in turn can spur innovation and act as a catalyst to the growth of startups in the country. <br /><br />Easy regulation can help, especially with regards to fintech innovation. <br /><br />“Regulatory sandbox initiative needs to go live as quickly as possible starting with all the financial regulators enabling all the fintech players to develop more products in an accelerated manner - this will be a big boost for the fintech landscape of India,” said Saru Tumuluri, the CEO of Khosla Labs and provider of Veri5Digital. <br /><br />The government should also help drive new-age technologies. Snehashish Bhattacharjee, Global CEO of Denave believes that the expectations have risen a notch since the Interim Budget. <br /><br />“It held promise of greater focus on emerging technologies with plans of a National programme on <keyword id="107950" type="TECHNOLOGY" weightage="20" keywordseo="artificial-intelligence">Artificial Intelligence</keyword> (AI) comprising establishing a national centre on AI along with Centre of Excellence (CoE). It is now important that the pace of the change is quickened and we hope the government will have multiple things in their bucket to offer in this section.”<br /><br />Along with infrastructure, the government should also aid the growth of skills too. <br /><br />“Initiatives like making National centre for Artificial Intelligence and building Centre of Excellence in collaboration with universities will open the path for the youth in India to leverage the new state-of-the-art development infrastructure and upskill themselves to widen the job opportunity pool for themselves,” said Rishi Bhatnagar, the President of Aeris Communications &amp; Chairman IET IoT Panel India. <br /><br /><strong>World leader for tech startups</strong><br /><br />Then, there is the long-standing request of an eased tax regime. <br /><br />NASSCOM wants India to follow the example of Singapore and UK. They provide tax deductions to those investing in startups with an intention to improve their value. <br /><br />It recommends that Long Term Capital Gains from selling shares of unlisted companies should be exempted from tax. And, Shorter Term Capital Gains should only be taxed at 15% rather than vary with an individual’s tax slab.<br /><br />“Lowering the GST slabs in manufacturing devices can pose as an opportunity for the youth to lead India in this endeavour with innumerable innovative start-ups,” states Bhatnagar.<br /><br />In order to incentivise startups, small and medium enterprises that have a turnover of less than ₹500 million should also be exempt from the Minimum Alternate Tax.<br /><br />Taking away the 18.5% taxation rate of MAT would also promote the ease of doing business in India along with clarifying on how tax is treated once a contract is terminated or modified. <br /><br />Saurav Goyal, the CFO of Money View, states, “The Government as part of the Budget should provide necessary clarity in terms of taxation norms and make a requisite change in the policies in accordance with the latest business practices, post factoring another regulatory requirement.”<br /><br />Goyal also asserts that, going forward, India should follow and consultative model that can help the country comply with international best practices. That, in turn, will allow India balance its national interests while providing access to the global market.<br />

IT sector wants to help the country grow, with aid from the government

<p></p><div class="KonaFilter image-container display-table center float_right"><div><div class="image on-image"></div><p></p></div></div>The lingerie industry is going through&#xa0;a massive change.<p>Rail-thin models are being replaced with a variety of body types at lingerie companies from Aerie to Adore Me as&#xa0;<a href="http://www.businessinsider.com/acceptance-is-killing-the-diet-business-2016-2" target="_blank">self-acceptance and natural beauty</a>&#xa0;replace the restrictive norms of the past.&#xa0;</p><p>This new attitude from consumers&#xa0;threatens everything that Victoria's Secret's marketing&#xa0;is known for, from the Photoshopped ads of&#xa0;Angels to the outrageously produced fashion show.&#xa0;</p><p>And now Adore Me - a company that&#xa0;<a href="http://www.businessinsider.com/we-went-behind-the-scenes-at-adore-mes-photo-shoot-2015-8" target="_blank">explicitly told Business Insider in the past</a> <span>that it's out to "slay Victoria's Secret"</span>&#xa0;- has hired Aerie's popular spokesmodel <a href="http://www.businessinsider.com/meet-iskra-lawrence-aerie-role-model-2015-8" target="_blank">Iskra Lawrence</a>.&#xa0;<span></span></p><p>Lawrence, who has a huge Instagram following, is curvier than the typical lingerie model.&#xa0;</p><p><span></span><div>    </div></p><p>Arguably, Aerie pioneered this movement when it abandoned <a href="http://www.businessinsider.com/aerie-lingerie-ads-without-photoshop-2014-11" target="_blank">Photoshop in 2014.</a> It launched its campaign <a href="http://www.businessinsider.com/aerie-ad-photos-are-not-airbrushed-2015-7" target="_blank">#AerieREAL</a>, and has advertised women that have other body types beyond the typically pin-thin model found it most lingerie spreads, and found a star in the curvy Lawrence.</p><p><span>Last week, Lawrence shared an uphotoshopped photo of herself from her new Adore Me campaign on</span><a href="https://www.instagram.com/p/BH0T_TXjKfh/?taken-by=iamiskra" target="_blank"> Instagram</a><span>. Notably, it features her in between two traditional looking models, showing that yes, all women can be depicted together.</span></p><p>"<span>From when I started modelling at 13 to around 19 (when I was only about a UK 10 or US 6/8) I would have crumbled inside standing next to these two beautiful women and would have been way too insecure to share a pic like this," she wrote in the post, followed by a story</span>&#xa0;about how she's come to terms with her body and a message about loving oneself.&#xa0;Lawrence has become something of a poster girl for body positivity.</p><p>Adore Me has also utilized curvy model Sophie Tweed-Simmons. The company seems to be on a mission to promote inclusivity.</p><p>"Adore Me's vision is to revolutionize the lingerie industry by creating beautiful, affordable intimates for every body type. We believe that every woman, in every size and body shape, deserves to feel strong, confident, beautiful and sexy in her own skin," CEO Morgan Hermand-Waiche wrote to Business Insider. "We are extremely proud to be the only major lingerie line to offer accessible and inclusive fashion that ranges from petite to plus (sizes 30A-44G for bras and XS-6XL for sleepwear designs)."</p><p>"Part of our mission to redefine lingerie is to challenge common perceptions of what constitutes being beautiful and sexy. For Adore Me, a world where you have to be a certain size in order to be considered beautiful is simply unacceptable," he added.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>But women may not even need a lingerie company to tell them that; their perceptions of what's beautiful and sexy have inherently changed.&#xa0;If the<a href="http://www.businessinsider.com/the-death-of-the-diet-industry-2016-7" target="_blank"> shifts in the dieting industry </a>can tell us anything, it's that women know that they can have curves and be healthy, and that wellness, not thinness, is now the goal.&#xa0;</p><p><span>Much&#xa0;of the commercial world has caught on, which makes Victoria's Secret look practically retrograde. &#xa0;Ashley Graham has graced the&#xa0;covers&#xa0;of </span><a href="http://www.businessinsider.com/ashley-graham-model-profile-2015-8" target="_blank">Sports Illustrated</a><span> and</span><a href="http://www.businessinsider.com/maxim-features-ashley-graham-2016-3" target="_blank"> Maxim</a><span> - two magazines that traditionally target men - almost as proof that the pendulum is swinging in favor of body types, and it might be because of how social media has helped women who might normally&#xa0;</span><em>not&#xa0;</em><span>have had voices have had vehicles through which they can communicate.&#xa0;</span></p><p><span><span>"Social media in general has given a voice to consumers who might have and have actually up til now felt invisible,"&#xa0;<span> </span><span>Kristy Sammis, founder, Chief Operating Officer,&#xa0;and Chief Creative Office of Clever Girls, an influencer marketing organization, told Business Insider.<br /></span></span></span><br><span style="font-weight: 400;"><span><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Part of her mission with her company, though, is to help "brands understand that they don't control the narrative anymore. They don't get to say what [we] should like anymore. And so I think Victoria's Secret's having a bit of a challenge with that. For so long they've been able to kind of direct that narrative and say, 'this is what's a beautiful sexy body looks like,' and consumers are saying ' no, actually my body is what a beautiful, sexy body looks like."</span></span></br></p><p><span style="font-weight: 400;">That's a lesson Victoria's Secret knows all too well.</span></p><p>In 2014, Victoria's Secret <a href="http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-10" target="_blank">came under fire for for its "Perfect Body" campaign</a>, though the company<a href="http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-11" target="_blank"> ultimately killed the campaign</a>&#xa0;and changed the verbiage to "a body for every body." But was it really&#xa0;<em>every</em> body?&#xa0;</p><p>Following the campaign, curvy model Brittany Cordts<a href="https://www.change.org/p/victoria-s-secret-a-body-for-every-body-prove-you-mean-it-victoria-s-secret?recruiter=190880026&amp;utm_source=share_petition&amp;utm_medium=facebook&amp;utm_campaign=share_facebook_responsive&amp;utm_term=des-lg-no_src-custom_msg" target="_blank"> launched a petition on Change.org</a> asking the company to actually show&#xa0;<em>every</em> type of body - or at least, beyond the models that it displays in its fashion show.</p><p>Of course, it doesn't help that the company doesn't sell plus sizes, either. And&#xa0;some women just want to see more accurate depictions of what women actually look like - which is arguably why Aerie's Photoshop-free campaign has performed so well. Interestingly enough, in an unusual attempt to sell "what's real" - that is to say, what is without padding - Victoria's Secret has been zeroing in on selling the <a href="http://www.businessinsider.com/bralettes-and-sports-bras-are-destroying-victorias-secret-2016-6" target="_blank">padding-free bralette</a>.</p><p>But it's not just about showing a variety of body types, it's about catering to the consumer.&#xa0;</p><p>In fact, earlier this year, a <a href="http://www.businessinsider.com/people-think-this-victorias-secret-ad-is-trashy-2016-2" target="_blank">Victoria's Secret Facebook</a> photo got heat being so overtly sexual that it rendered itself bordering pornographic. Customers on Facebook were furious and called it "trashy"; was this underwear for women or for men?&#xa0;</p><p>"There's<span style="font-weight: 400;">&#xa0;this sense that the body love influencers are really etting their own and doing it for each other and themselves, and &#xa0;[that[ it's about ... making themselves feel more confident versus what Victoria's Secret tends to do which makes it feel like it's for men," <span>Kristy Sammis, founder&#xa0;of marketing firm Clever Girls, told Business Insider.</span></span>&#xa0;</p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><p>For the most part,&#xa0;numbers show that when companies show more accurate depictions of women <em>for</em> women,&#xa0;sales improve.&#xa0;<span> Since abandoning Photoshop, its sales have skyrocketed; in its most recent quarter, the company saw comparable sales soar 32%.</span></p><p><span>Adore Me has also seen profits skyrocket over the years. In fiscal 2015, it took in $42.7 million in revenue - still, nothing on Victoria's Secret's nearly $7.7 billion from fiscal 2015 - but it is rapid growth from 2014, when it took in $16.2 million. (</span><span>The company, which operates primarily on a subscription model, has not been without its struggles; it has bee</span><span>n plagued by </span><a href="http://www.businessinsider.com/adore-me-shoppers-complain-of-scam-2016-1" target="_blank">consumer complaints about its business model</a><span> and </span><a href="http://www.businessinsider.com/truth-in-advertising-complaint-with-adore-me-2016-5" target="_blank">formal complaints filed</a><span> by advertising watchdog firm Truth in Advertising.)</span></p><p><span>Hermand-Waiche said that Lawrence and Tweed-Simmons were two of Adore Me's best-selling models on the company's website, too.</span></p><p><span>There's even a void in Victoria's Secret marketplace that seems suited to showcase&#xa0;models like Iskra Lawrence: PINK, the c<a href="http://www.businessinsider.com/pink-is-the-future-of-victorias-secret-2016-5" target="_blank">ompany's successful, teen-oriented brand</a>, whose advertising is more flirtatious and less blatantly seductive in nature - though it misses out on the older consumers.</span></p><p><span>"<span>Pink has done a much better job of desexualization while remaining fun and flirty and sexy in a more lighthearted way. They now own the younger demographic, leaving the older woman (25+) a bit disenfranchised.&#xa0; Most women I know are not particularly proud to shop there (even though they may order their bras online),"&#xa0;<span>Malinda Sanna, Founder &amp; CEO of&#xa0;consumer insight firm SPARK Ideas wrote in an email to Business Insider.&#xa0;</span></span></span></p><p><span><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></span></p><p><span>Although interestingly, the reason that Victoria's Secret's main line eschews this sort of advertising is because, despite everything society is telling them, is that their customers - despite what they may be saying on social media - don't seem to mind. A surreptitious Victoria's Secret Photo shopper recently told<a href="http://www.refinery29.com/2016/07/117242/victoria-secret-photoshopping-tricks-interview" target="_blank"> Refinery 29</a> that curvier models don't sell products as well.</span></p><p><span>"<span>One time, during a swim season, they had these two girls come in that had abs and thick thighs and busts. They were really toned and their skin was amazing. They were still obviously models. But they were a different look. But, they didn't sell anything and so they stopped using those girls," the photo editor, who went by Sarah, told the website. (She didn't, however, mention when this incident occurred; a lot has shifted in the way of consumer's acceptance and self-love recently.)</span></span></p><p><span><span>And why would Victoria's Secret want to lose out on sales? After all, during a time when <a href="http://www.businessinsider.com/traditional-retail-is-struggling-2016-5" target="_blank">most retailers are faltering</a>, it holds the whopping majority of the lingerie market and makes billions of dollars.&#xa0;</span></span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/iza-goularts-workout-routine-2016-4">This Victoria's Secret model has an insane workout routine</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="E0dDU5MzE6vkwH2NsJ6f3YOOcomnQ7hM" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Victoria's Secret is ignoring a massive shift in the lingerie industry - and it could be costing them tons of money

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.businessinsider.com/microsoft-expands-appnexus-partnership-2015-12">Microsoft is hiving off yet more of its advertising sales business to AppNexus.</a></strong> The ad tech company is now taking over Microsoft display ad sales across 58 global markets, up from 39 previously.</p><p><strong>2. <a href="http://www.businessinsider.com/publicis-groupe-restructures-into-four-divisions-2015-12">Publicis Groupe has announced a major re-organization.</a></strong> The French advertising agency holding group will be split into four divisions: Publicis Communications, Publicis Media, Publicis Sapient, and Publicis Healthcare.</p><p><strong>3. <a href="http://www.businessinsider.com/r-youtube-in-talks-with-studios-over-streaming-rights-for-shows-movies-wsj-2015-12">YouTube wants to compete with Netflix and Amazon for streaming shows.</a></strong> The company's executives are reportedly meeting with Hollywood studios and other production companies to negotiate licenses for new content.</p><p><strong>4. <a href="http://www.businessinsider.com/hsbc-marketing-layoffs-2015-12">HSBC's layoffs have extended to its marketing department.</a></strong> Among those leaving is HSBC's global head of marketing for commercial banking, global banking, and markets Amanda Rendle, who had been with the company for 15 years.</p><p><strong>5. <a href="http://www.businessinsider.com/german-supermarket-has-the-saddest-christmas-ad-ever-2015-12">People are saying a German supermarket has released the most heartbreaking Christmas ad ever.</a></strong> The spot, for Edeka, shows an elderly man who fakes his own death in order to get his family to spend time together.</p><p><strong>6. <a href="http://www.businessinsider.com/airbnb-ceo-brian-chesky-on-san-francisco-billboard-campaign-2015-12">Airbnb CEO Brian Chesky has blamed the company's ad agency TBWA\Chiat\Day for the billboard campaign that outraged San Francisco residents.</a></strong> Chesky said the campaign, which suggested the public should be thankful for its $12 million hotel taxes contribution, was "ill-advised" and "made us look like jerks." </p><p><strong>7. <a href="http://www.businessinsider.com/who-would-buy-yahoo-2015-12">The list of potential buyers for Yahoo is already being drawn up.</a></strong> Candidates include Verizon, News Corp, Comcast, and Disney - although the list is highly speculative at this point.</p><p><strong>8. <a href="http://www.businessinsider.com/forrester-research-on-teens-and-social-networking-2015-12">Teens still don't think Facebook is cool, but they use it more than any other site.</a></strong> That's according ot a new study from research firm Forrester.</p><p><strong>9. <a href="http://www.businessinsider.com/american-eagles-aerie-sales-2015-8">American Eagle's lingerie brand is thriving.</a></strong> Aerie, which defied norms last year by refusing to airbrush ads, saw sales soar 21% in its most recent quarter.</p><p><strong>10. <a href="http://bigstory.ap.org/article/9b2a367f6cc84c7c8b956523e7d305b6/groups-ask-mexico-pull-coca-cola-ad-indigenous">Coca-Cola has pulled an ad in Mexico that people claimed was insulting to indigenous people, AP reports.</a></strong> The "Open Your Heart" holiday campaign depicted a truck full of "fashion model-looking white people driving into the remote hills of Oaxaca hauling Coke and a Christmas tree as a service project."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/biggest-misconceptions-about-us-2015-12">Here are the biggest misconceptions Americans have about the US</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="M5cnk5eTpey6tB8Xh2DbA97ZDVsYALWC" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The 10 things in advertising you need to know today

<p><strong><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>1. <a href="http://www.businessinsider.com/burberry-beckham-christmas-ad-2014-2014-11">David and Victoria Beckham's son Romeo Beckham stars in Burberry's first ever Christmas ad.</a></strong> The campaign celebrates everything iconic about the luxury British brand.</p>
<p><strong>2. <a href="http://www.businessinsider.com/rocket-fuel-launches-traffic-scanner-2014-11">This is the story of Rocket Fuel - the brand pilloried for allegedly serving ads to bots, and its fightback with some artificial intelligence of its own.</a></strong> Rocket Fuel was reported to be the victim of chronic ad fraud last year (allegations it denies), but now the company has built a free tool called Traffic Scanner for the entire industry to use which it hopes will help educate people about the issue.</p>
<p><strong>3. <a href="http://www.businessinsider.com/aerie-lingerie-ads-without-photoshop-2014-11">American Eagle stopped airbrushing lingerie models and now sales are soaring.</a> </strong>Since January, ads for the company's Aerie line have featured models without airbrushing - sales of the line were up 9% last quarter. </p>
<p><strong>4. <a href="http://www.businessinsider.com/richard-branson-virgin-galactic-crisis-management-2014-11">Here's what Richard Branson needs to do to bounce back from the Virgin Galactic crash. </a></strong>A crisis management expert has told us Branson handled the initial response to the crash well but that Virgin also needs to be more upfront about what is known and what isn't and keep communicating. </p>
<p><strong>5. <a href="http://www.businessinsider.com/disqus-launches-advertising-2014-11">Advertisers can now target you based on the comments you leave on websites.</a> </strong>Comment hosting device Disqus, which works with sites like Rolling Stone and The Atlantic, is rolling out <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> in the UK and US. </p>
<p><strong>6. <a href="http://www.businessinsider.com/microsoft-advertising-promotes-bruno-fiorentini-junior-2014-11">Microsoft Advertising has promoted two senior executives shortly after announcing huge lay-offs in its ad sales team.</a></strong> In a letter from Microsoft Advertising sent to agency CEOs, seen by Business Insider, says recent changes have been made so the division is "best able to align to the needs of our customer, our company and the industry." </p>
<p><strong>7. <a href="http://www.businessinsider.com/why-cvs-receipts-are-so-long-2014-11">This is why CVS till receipts are so long.</a> </strong>Its CMO suggests the retailer's loyalty program is to blame, but it may just be that CVS is enjoying all the free advertising it is getting on social media from customers posting pictures of their about the incredibly long receipts. </p>
<p><strong>8. <a href="http://www.adweek.com/news/technology/should-target-put-alex-actual-ad-campaign-161193">Adweek explores whether Target should put "Alex from Target," the member of staff who has shot to stardom on social media for his Justin Bieber-esque looks, in one of its ad campaigns.</a> </strong>Marketing experts say the move could be "brilliant"...or turn dark.</p>
<p><strong>9. <a href="http://www.adnews.com.au/news/hp-criticised-for-dangerous-lizard-message-in-ad">HP is under fire for featuring an "illegal" pet iguana in one of its ads, AdNews reports.</a></strong> Australian animal charity, the Invasive Species Council, says the tech firm should be given the "dunce's hat" and should be forced to make an apology as the import and keeping of green iguanas is illegal in the country.</p>
<p><strong>10. <a href="http://www.businessinsider.com.au/emirates-just-punched-a-big-hole-in-rival-qatars-already-troubled-world-cup-plans-2014-11">Emirates is ending its sponsorship of the FIFA World Cup, amid the negative publicity surrounding alleged corruption at football's governing body, Business Insider Australia reports.</a></strong> Emirates said in a statement "<span>This decision was made following an evaluation of FIFA's contract proposal which did not meet Emirates' expectations."</span></p>

10 Things In Advertising You Need To Know Today

Former Victoria's Secret executives reveal the likely reason why the company's marketing chief didn't step down after making controversial comments about transgender models, despite widespread backlash

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