In this report, we will explore the key elements of VS new brand personality, including updated product lines, redesigned store location, a refreshed target market strategy, and marketing communication strategies as well as how the company is changing internally to represent its mission and vision from inside-out.
Victoria s Secret, once a dominant player in the lingerie industry, has recently been strug- gling to keep up with evolving trends such as body inclusivity and personalized shopping experi- ences. The brand s outdated one-size-fits-all approach has been criticized, prompting the company to introduce a new rebranding strategy. With a renewed focus on inclusivity and luxury, Victoria s Secret (hereinafter referred to as VS) is shedding its old image and positioning itself as a trail- blazer in the industry. This includes a return to its roots, with an appointment-only entrance and a tailor-made lingerie motto of "Product fits the person - not the other way around", creating a truly inclusive environment where all customers feel valued and cared for. VS new brand vision and mission center around creating a safe and inclusive environment for all customers, regardless of their sexual orientation, preferences, or body types. VS seeks to become the leading brand in an industry that prioritizes diversity, inclusion, and ethical behavior.
Table of Contents
Introduction
Victoria’s Secret Current Status Quo
Marketing and Branding Strategies
From Growth to Decline: Sales Troubles and Solutions
Brand Personality
Victoria’s SecretRebrand Strategy
Victoria’s Mansion
Victoria Secret Rebranding: Personality
Victoria Secret Rebranding: Vision and Mission
Victoria Secret Rebranding: Internal changes
Victoria SecretRebranding: Marketing and Communications
Conclusion
References
Appendix
Appendix 1: Victoria SecretRebranding: TargetMarket Strategy
Appendix 2: Brand Assets ofVictoria’s Secret
Appendix 3: Locations ofVictoria’s Mansion
Appendix 4: Products Sold by Victoria’s Secret
Appendix 5: Interview with a Victoria's Secret Sales Advisor
Appendix 6: Persona A: Woman Shopping Alone for Herself
Appendix 7: PersonaB: Two Men in a Romantic Relationship Shopping Together
Appendix 8: Persona C: Woman Shopping Alone for her Husband as a Surprise
Appendix 9: Persona D: Two Women (Friends) Shopping Together
Appendix 10: Persona E: Women Shopping For Her Girlfriend as A Surprise
Appendix 11: Persona F: Two Women in a Romantic Relationship Shopping Together
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