Victoria’s Secret Branding Strategy 2024: A Case Study

Victoria’s Secret, initially established as a men’s apparel store in 1977, underwent a significant transformation in 1983 by transitioning to female-oriented products. This strategic move allowed the brand to expand its product portfolio and better reach its customer base.

In 2019, Victoria’s Secret faced financial challenges, leading to a notable decrease in revenue. To stimulate sales, the brand implemented increased promotional activities and discounts, particularly during semi-annual clearance sales where customers can enjoy discounts of up to 75% off on bras, panties, and other items. Additionally, free shipping is offered for orders over $100.

To enhance customer loyalty during sales events, Victoria’s Secret introduced the Angel Card program. This exclusive program offers benefits such as triple points on purchases of $50 or more and free shipping, further incentivizing customers to engage with the brand.

Recognizing the need for a rebranding effort, Victoria’s Secret placed a renewed focus on diversity in its marketing campaigns. The brand recruited women from diverse backgrounds and ages for the “VS Collective” campaign, which aims to showcase women known for their achievements rather than solely their appearance. Models ranging from 17 to 72 years old are featured, reflecting the brand’s commitment to inclusivity.

Key Takeaways:

• Victoria’s Secret underwent a rebranding effort focusing on diversity and inclusivity.
• The brand’s marketing campaigns feature models known for their achievements, rather than solely their appearance.
• The semi-annual clearance sales offer discounts of up to 75% off on select items, with free shipping for orders over $100.
• The Angel Card program provides exclusive benefits, such as triple points on purchases and free shipping during sales events.
• The rebranding effort highlights Victoria’s Secret’s commitment to inclusivity and diversity, attracting a broader customer base.

Growth Strategy for Victoria’s Secret & Co.

Victoria’s Secret & Co. is implementing a comprehensive growth strategy to strengthen its position as the world’s leading intimate clothing retailer. The company’s strategic plan focuses on core strengthening, brand expansion, and global footprint to ensure sustained growth and success in the competitive market.

To achieve its goals, Victoria’s Secret & Co. is taking several strategic initiatives:

Focusing on Core Business:

Victoria’s Secret is committed to strengthening its core business by continuously innovating and improving its product offerings. The company offers a wide range of products, including lingerie, everyday undergarments, sleepwear, beauty products, sportswear, clothing, shoes, swimwear, and a line for teenagers. By introducing at least ten different collections of bras at different times, Victoria’s Secret keeps its stores fresh and appeals to a diverse customer base.

Expanding Brand Portfolio:

To expand its brand reach and cater to diverse fashion tastes, Victoria’s Secret is constantly expanding its product line. Every spring, the company launches a new catalog of bathing suits for the upcoming summer, capturing the attention of customers seeking trendy swimwear options. Moreover, Victoria’s Secret made a significant move by acquiring the Adore Me brand in December 2022. This acquisition has not only expanded the company’s digital platform capabilities but also leveraged Adore Me technology to enhance the customer shopping experience.

Emphasizing Global Expansion:

With a strong global presence, Victoria’s Secret is capitalizing on its brand recognition and expanding its footprint in international markets. The Victoria’s Secret Fashion Show, watched by over 9 million viewers, is seen in over 200 countries through various platforms. This exposure enhances the brand’s visibility and contributes to its global growth. Additionally, Victoria’s Secret & Co.’s website drives more than 500 million annual visits, further highlighting the company’s significant online presence.

The growth strategy of Victoria’s Secret & Co. aligns with its commitment to delivering exceptional products and experiences to customers worldwide. With a focus on core strengthening, brand expansion, and global footprint, the company is well-positioned to build upon its success and remain a leader in the intimate clothing market.

The 4Ps of Victoria’s Secret

Victoria’s Secret, as the leading lingerie retailer in the US, has implemented a robust marketing mix strategy known as the 4Ps: Product, Price, Promotion, and Place. This comprehensive approach has played a significant role in the success and growth of the brand.

Product Strategy:

Victoria’s Secret offers a diverse range of products to cater to the evolving needs and preferences of its customers. From luxurious lingerie and sleepwear to activewear, fragrances, and beauty products, the brand provides a comprehensive array of offerings. By expanding its product line, Victoria’s Secret aims to strengthen its market position and appeal to a wider customer base. The recent acquisition of the Adore Me brand has further bolstered Victoria’s Secret’s international growth strategy, opening doors to new markets and opportunities.

Pricing Strategy:

Victoria’s Secret positions itself as a premium lingerie brand, known for its exclusivity and luxury. The company employs a pricing strategy that reflects this positioning, offering products at higher price points compared to its competitors. This strategy not only enhances the perception of luxury but also contributes to the brand’s profitability. By catering to diverse customer segments, Victoria’s Secret ensures that its pricing strategy aligns with the various needs and preferences of its target audience.

Promotion Strategy:

Victoria’s Secret is renowned for its high-profile advertising campaigns, featuring iconic angels and models, which capture the attention of millions around the world. The brand leverages social media platforms, email marketing, and in-store events to engage with its audience and drive brand recognition. The inclusion of a diverse lineup of models in its marketing campaigns and fashion shows is a part of the brand’s ongoing rebranding efforts to appeal to a wider and more inclusive audience. Victoria’s Secret’s promotional efforts are driven by its commitment to portraying a luxurious shopping experience and building strong emotional connections with its customers.

Place Strategy:

Victoria’s Secret strategically selects store locations in high-traffic areas to maximize brand visibility and accessibility. With over a thousand stores in the US and a strong presence in markets across Asia, the Pacific, and Europe, the brand ensures that its products are readily available to customers worldwide. Additionally, Victoria’s Secret has a robust e-commerce platform, providing customers with the convenience of shopping online. By combining its physical store network with a strong online presence, Victoria’s Secret seamlessly caters to the diverse shopping preferences of its global customer base.

Victoria’s Secret’s implementation of the 4Ps marketing mix has proven to be a successful strategy, propelling the brand to its leading position in the lingerie industry. By effectively managing its product, price, promotion, and place, the company continues to strengthen its core, boost growth, and enhance its global footprint in the ever-evolving market.

Victoria’s Secret Rebranding Efforts

Victoria’s Secret, the renowned lingerie retailer, has embarked on a comprehensive rebranding campaign in response to changing consumer values and demands. The brand faced a decline in market share due to its exclusion of plus-sized shoppers, people of color, and trans people. In a bid to revitalize its image and regain customer trust, Victoria’s Secret has implemented strategic initiatives focused on inclusivity, diversity, and brand messaging.

Recognizing the need for a new brand image that aligns with contemporary societal attitudes, Victoria’s Secret introduced the “VS Collective,” a group of women with diverse backgrounds and interests who are prominently featured in the brand’s marketing campaigns. This collective showcases models of various ethnicities, body types, and backgrounds, aiming to promote a more inclusive and representative brand identity.

The rebranding efforts extend beyond the selection of models. Victoria’s Secret is actively showcasing an expanded size range in its product offerings, catering to the needs of a wider range of customers. This includes bras in various cup sizes, lingerie for different body shapes, and a wide range of colors and styles to cater to diverse preferences. By diversifying its product assortment, Victoria’s Secret aims to create an inclusive shopping experience for all customers.

In terms of brand messaging, Victoria’s Secret has shifted towards empowering and celebratory narratives that resonate with its target audience. The brand emphasizes diversity, equity, and inclusion in its values and messaging, aiming to create a sense of empowerment and confidence for its customers. Furthermore, the brand’s consistent aesthetic, featuring its signature pink and black color scheme across all touchpoints, reinforces its brand identity and enhances brand recognition.

However, the rebranding efforts have not been without challenges. The abrupt pivot from a fantasy-driven image to authenticity has been met with controversy and backlash. Some critics accuse the brand of tokenism and inauthenticity, perceiving the changes as contrived and lacking genuine conviction. Additionally, targeting a broader demographic poses the risk of alienating the brand’s core customer base.

To ensure the success of its rebranding, Victoria’s Secret recognizes that meaningful change requires more than just superficial shifts in brand messaging. It needs to be accompanied by distinct changes in product assortment and a clear strategy to achieve genuine and lasting change in brand perception. The retailer’s acquisition of AdoreMe, known for its extended sizing and existing customer base of 1.2 million, represents a significant investment in the brand’s rebranding efforts.

Victoria’s Secret aims to recover from declining sales and regain its market relevance. Despite the challenges, the brand has set an ambitious target of reaching $7 billion in annual revenue by 2024. This goal underscores the brand’s commitment to revitalize itself and win back consumer trust through a comprehensive rebranding strategy.

Love Cloud Collection: Emphasizing Inclusivity and Diversity

Victoria’s Secret’s Love Cloud Collection is a testament to the brand’s commitment to inclusivity and diversity in its advertising campaigns. The collection features models from underrepresented groups, showcasing a diverse range of skin tones, body sizes, and ages.

With the Love Cloud campaign, Victoria’s Secret aims to create a welcoming and inclusive atmosphere for all women. By featuring models who represent different backgrounds and experiences, the brand is sending a powerful message of empowerment and representation.

One notable inclusion in the Love Cloud collection is Sofia Jirau, a 24-year-old model with Down syndrome. Sofia made history as the first person with Down syndrome to appear in a campaign for Victoria’s Secret, breaking barriers and increasing visibility for individuals with disabilities.

The Love Cloud campaign also includes founding members of the VS Collective, a group of seven women known for their advocacy work. These women, including Hailey Bieber, Adut Akech, Valentina Sampaio, and plus-size model Paloma Elsesser, represent a diverse range of backgrounds and perspectives.

The campaign signifies a shift in Victoria’s Secret’s strategy towards inclusivity and diversity. By embracing models of different sizes, ethnicities, ages, and abilities, the brand is promoting empowerment and representation in the lingerie industry.

This commitment to inclusivity is mirrored in other rebranding efforts by Victoria’s Secret, such as the “Icons” campaign. This campaign showcased a mix of familiar supermodels with newer faces, further promoting inclusivity and reflecting the changing attitudes towards lingerie as a symbol of empowerment and self-expression.

The Importance of Inclusive Advertising

Inclusive lingerie advertising has become a powerful tool in promoting body positivity and self-acceptance. By showcasing models of diverse backgrounds and body types, lingerie brands like Victoria’s Secret are challenging traditional beauty standards and encouraging women to embrace their unique beauty.

Moreover, inclusive advertising allows customers to see themselves represented in the products they purchase. When individuals can relate to the models in advertisements, they are more likely to feel seen and valued, leading to increased brand loyalty and customer satisfaction.

Victoria’s Secret’s rebranding efforts, including the Love Cloud Collection and the Icons campaign, demonstrate the brand’s recognition of the importance of inclusivity and diversity in today’s society. By embracing these values, Victoria’s Secret aims to create a more inclusive and empowering lingerie shopping experience for all women.

Victoria’s Secret Fashion Show: A Crucial Test for the Rebrand

The return of the Victoria’s Secret Fashion Show, now presented as a feature-length documentary, is a highly anticipated event that will serve as a crucial test for the brand’s rebranding efforts. In the past, the fashion show was a global spectacle, reaching more than 12 million viewers worldwide at its peak. However, the show had been on hiatus since 2018 amidst criticism and declining viewership.

The Victoria’s Secret fashion show rebrand aims to shift the focus from a narrow beauty ideal to embracing diversity, inclusivity, and women’s empowerment. The company made an important decision to rebrand its image as one that supports all women, recognizing the changing expectations and values of its target audience.

The upcoming Victoria’s Secret fashion show documentary is positioned as a platform to celebrate women’s empowerment on a global scale. The show will feature performances by popular artists and highlight the stories of influential women. It presents an opportunity for the brand to showcase its commitment to diversity and inclusivity, delivering a powerful message to its audience.

However, Victoria’s Secret faces strong competition from brands that have been championing diversity and inclusivity from the start. Brands like Savage X Fenty, Skims, and Neiwai have successfully aligned themselves with customer-centered beauty ideals, challenging Victoria’s Secret’s rebranding efforts.

The success of the Victoria’s Secret fashion show and the overall rebranding campaign will be determined not only by viewership numbers but also by the audience’s response and their perception of the brand’s commitment to inclusivity and empowerment. Consumer behavior data shows that 59% of consumers are more loyal to brands that stand for diversity and inclusion in their advertising. Therefore, it is vital for Victoria’s Secret to resonate with their audience and gain their trust through their rebranding efforts.

Lessons for Marketers from Victoria’s Secret’s Rebranding

Victoria’s Secret’s rebranding journey offers valuable insights and lessons for marketers looking to navigate the ever-evolving landscape of branding and marketing. As the company works to shed its outdated image and connect with a more diverse and modern audience, several key lessons emerge:

1. Authenticity in Marketing

Authenticity is crucial in rebranding efforts. Victoria’s Secret’s past campaigns, which featured a narrow definition of beauty, no longer resonated with consumers. By embracing diversity and inclusivity in their messaging and actions, the company strives to rebuild trust and relevance. Marketers can learn that, to truly connect with consumers, it is vital to align brand values with genuine, meaningful changes.

2. Timing in Rebranding

The timing of a rebranding effort can significantly impact its success. Victoria’s Secret’s delays in adapting their messaging and fashion show to reflect societal shifts and customer expectations contributed to sales decline. Marketers must be attuned to market trends, changing consumer preferences, and cultural shifts to ensure their rebranding efforts are timely and relevant.

3. Audience Alignment in Rebranding

Rebranding should consider the importance of audience alignment. While Victoria’s Secret aims to attract a new audience, they must also strike a balance to retain their existing customer base. Finding common ground between the brand’s core values and evolving customer needs is crucial. Marketers should strive for seamless transitions that resonate with both old and new customers.

Victoria’s Secret’s rebranding journey is an ongoing process, and the challenges they face highlight the complexities of reinventing a well-known brand. By learning from their experiences and applying these lessons, marketers can navigate their own rebranding efforts with authenticity, strategic timing, and audience alignment.

The Decline in Victoria’s Secret Sales and Future Plans

Victoria’s Secret, once considered the leading lingerie retailer in the US, has recently faced significant challenges with a decline in sales. This decline has been attributed to a combination of factors, including increased competition and changing consumer preferences.

Between 2016 and 2018, Victoria’s Secret’s market share in the US dropped from 33% to 24%, reflecting a notable decrease in customer demand. During this period, some shoppers complained about the slipping quality of Victoria’s Secret underwear, leading to a loss of trust and loyalty among their customer base. Additionally, the brand’s teen-centric line, Pink, struggled and had to heavily discount its products to attract shoppers.

In the second quarter of [current year], Victoria’s Secret & Co. reported a significant decline in net sales, with a decrease of 6.2% year over year amounting to $1.4 billion. The company recorded a net loss of $1.4 million in the quarter, further highlighting the challenges it faces.

Despite these setbacks, Victoria’s Secret is taking proactive steps to revitalize its brand and regain market share. The company has formulated future plans to address the decline in sales and position itself for growth.

One of the key initiatives is an expansion of investments into new product categories. By diversifying its offerings, Victoria’s Secret aims to attract a wider customer base and cater to changing preferences. Furthermore, the company plans to update its existing stores and create new locations outside of North America to tap into international markets.

Moreover, Victoria’s Secret is actively focusing on rebuilding its brand image through a comprehensive rebranding strategy. This strategy includes embracing inclusivity and diversity, which has become an essential value for consumers today. The Love Cloud Collection is one such effort, emphasizing inclusivity and showcasing a broader representation of body types in its marketing campaigns and product offerings.

The retailer is also closely examining its annual fashion show, which has been an integral part of its brand identity for decades. Evaluating the show’s alignment with the changing cultural landscape is vital to ensuring its continued relevance and appeal to a diverse audience.

By recognizing the importance of authentic marketing and consumer trust, Victoria’s Secret aims to regain its standing in the lingerie market. Through a combination of strategic investments, rebranding efforts, and a focus on inclusivity, the company hopes to reverse the decline in sales and successfully navigate its future.

Victoria’s Secret Sales Decline and Future Revenue Projection:

The Importance of Authenticity in Rebranding

Authenticity plays a crucial role in the success of a brand’s rebranding efforts. In the case of Victoria’s Secret, their recent rebranding from Victoria’s Secret Angel to VS Collective in 2021 sparked both positive and negative responses from consumers.

A preliminary survey conducted in August-September 2021 revealed that 58.62% of respondents believed the rebranding was suitable for the brand image. However, 41.38% disagreed, stating that the rebranding did not make Victoria’s Secret more prestigious or unique. This indicates the importance of authenticity in rebranding, as it directly affects consumer perception and credibility.

Building trust is a critical aspect of rebranding. A brand must demonstrate authenticity through tangible proof-points and consistent actions that align with its core values. Without credibility, the rebranding efforts may fall short in resonating with customers.

Victoria’s Secret, with its 1,350 retail stores worldwide and a significant market share in the women’s lingerie market, faced challenges in trust-building due to past controversies. The cancellation of the annual Victoria’s Secret Fashion Show in 2019, along with criticisms of being sexist, old-fashioned, and lacking diversity, negatively impacted the brand’s perception.

However, brand prestige and brand love associated with the rebranded brand image had a positive effect on brand loyalty. This suggests that while trust may not have been built solely through the rebranding, other factors such as brand prestige and emotional connection played significant roles in retaining customer loyalty.

It is worth noting that authenticity is not limited to external messaging and actions. It should also encompass the brand’s internal culture, values, and business practices. A transparent and genuine approach throughout the rebranding process fosters trust among employees, stakeholders, and consumers alike.

As consumers increasingly prioritize authenticity, marketers must understand that credibility and trust go hand in hand with successful rebranding efforts. By staying true to their values, demonstrating consistent actions, and addressing past challenges, brands can build trust and credibility, ultimately leading to a positive rebranding experience.

The Role of Timing in Rebranding

Timing plays a critical role in successful rebranding initiatives, especially in today’s rapidly evolving market. Brands must understand the significance of staying ahead of changing societal attitudes and consumer expectations. A well-timed rebrand can help a company rediscover its purpose, engage new audiences, and maintain customer loyalty.

Victoria’s Secret, a renowned lingerie brand, embarked on a rebranding journey in 2021 to position itself as a global advocate for female empowerment. However, the timing of their efforts came under scrutiny, as it was seen as a delayed response to growing demands for inclusivity and diversity in the fashion industry.

As Victoria’s Secret introduced their new brand identity, the company faced criticism for not acknowledging the changing tides in society earlier. Consumers were increasingly gravitating towards brands that represented evolving values and embraced diversity. Many felt that Victoria’s Secret’s rebrand was merely a reaction to external pressures, rather than a genuine commitment.

On the other hand, brands such as Abercrombie & Fitch successfully distanced themselves from their previous reputations by targeting new consumers at the right time. By understanding the importance of timing, they were able to make meaningful changes in brand perception and regain customer trust.

Victoria’s Secret’s rebrand serves as a reminder of the significance of timing in rebranding efforts. To avoid negative perceptions and potential setbacks, brands need to continuously monitor and adapt to changing consumer attitudes. By staying informed and evolving their brand identity proactively, brands can maintain customer loyalty while attracting new audiences.

An effective rebrand should not only address current market demands but also anticipate and shape future customer expectations. The evolving brand identity should reflect the values and aspirations of the target audience, creating a connection that goes beyond superficial aesthetics.

Lessons from Victoria’s Secret’s Rebranding

An example of the evolution of brand identity can be seen in Victoria’s Secret’s approach to its famous fashion show. After being staged for the first time in four years in 2023, this iconic event represented a test for the brand’s rebranding efforts. However, the show faced mixed reviews, suggesting that a rebrand is not an overnight transformation.

Victoria’s Secret should learn from brands like Tiffany & Co., which implemented a dramatic rebranding strategy aimed at attracting younger consumers. Their campaigns, like “Not Your Mother’s Tiffany,” reflect a well-timed effort to align with the changing preferences of the target audience.

Victoria’s Secret’s rebranding endeavors demonstrate the challenges and complexities that brands face when attempting to adapt to new realities. However, the importance of timing cannot be underestimated. By strategically evolving their brand identity, communicating their mission and values, and embracing diversity and inclusivity, brands have the opportunity to reshape perceptions and maintain customer loyalty in an ever-changing market.

Conclusion

The rebranding journey of Victoria’s Secret provides valuable lessons for marketers in crafting successful brand strategies. By embracing authenticity and listening to customer feedback, brands can build stronger connections with their target audience. Victoria’s Secret’s focus on inclusivity and body positivity has allowed them to expand their product range and cater to diverse body types, enhancing their brand image and attracting a wider customer base.

The strategic timing of Victoria’s Secret’s rebranding efforts is crucial in maintaining brand relevance and attracting new customers. By launching products directly into the market during high-profile events like the fashion show, they have been able to create buzz and drive sales. Additionally, investing in a luxurious and unparalleled in-store experience has contributed significantly to their success, emphasizing the importance of creating a memorable and immersive customer journey.

Despite recent challenges and declines in sales, Victoria’s Secret’s brand recognition and loyalty remain strong in the global marketplace. Their emphasis on branding, as supported by industry experts, has played a significant role in their long-term success. By understanding the factors that influence brand value, such as awareness, quality perception, consumer confidence, and branding costs, brands can effectively build and maintain a strong brand image.

In conclusion, Victoria’s Secret’s branding strategy offers valuable insights for marketers navigating the complexities of rebranding. By prioritizing authenticity, embracing customer feedback, and aligning with evolving customer preferences, brands can successfully transform their brand image and strengthen their position in the market. Through these lessons, marketers can create compelling brand experiences and forge long-lasting customer relationships.