sexy is plural rebranding brand
Victoria's Secret
Humanize & co-create.
2022
Background
Background ___________________________________
Victoria’s Secret has always been a successful brand within the domestic intimates and lingerie category since Roy Raymond founded it in 1977. In the late 1980’s and early 1990’s, Victoria’s Secret made buying lingerie pleasurable and essential.
Since its inception, the brand has had a significant cultural impact, particularly during the Sex and the City and Spice Girls era, where the concept of women’s empowerment had a forward kind of sensuality. They leveraged some of their strongest equities, such as the name, angels, and the fashion show, which generated a stir in the lingerie and apparel business. The brand’s big idea “Sexy is Empowering and Sex Sells” defined what sexuality in the late 1990’s and early 2000’s looked like. It defined this more than any other icon or cultural product.
Issue
Issue _____________________________________
Victoria’s Secret’s decline stems from its disruptive success, with 2019 marking a turning point as it lost $720 million. Changing customer behavior and cultural shifts led to a loss of market share, prompting the brand to rebrand and adopt a more inclusive approach, moving away from its “angel” identity. The brand’s challenge lies in the evolving definition of ‘sexy,’ which has become more inclusive, celebrating all body types rather than the narrow image of the Angels. Victoria’s Secret was slow to embrace this new era of body positivity, causing it to lose its distinct identity and blend in with competitors.
Insight
Insight _____________________________________
We believe that Victoria’s Secret has made significant adjustments in recent years to repair the brand, but their past missteps have tarnished the brand image. As a result of their late action and long-standing resistance to change, customers are distrusting and bitter; this is why we suggest they need to evolve to the current definitions of sexy. Ultimately, the new generations require a business that empowers their customers not only to sell them a product, but also to make them feel better about their own identity and sexuality.
individuality expression
Strategy
Strategy _____________________________________
Elevate cultural influence and enhance public perception to reinforce the brand’s iconic status. Once a leader on the runway, Victoria’s Secret has struggled to maintain its market relevance. The strategic goal is to reclaim its industry leadership by realigning with its core values and identity, while distinctly setting itself apart from competitors.
Redefining Sexy
Redefining Sexy _____________________________
Sexy is plural. For Victoria’s Secret, ‘Sexy’ has always been the defining word, but today, it’s about more than appearance—it’s about individuality and expression.
Team Members: Alvaro Bigaton, Hannah Korn, Ria Shah and Yelle Belle
