Victoria's Secret started as a lingerie brand for male customers but now targets women ages 20-40 and their partners. It has separate lines like Pink and VC Sports. As a popular global brand, Victoria's Secret has responsibility over social issues affecting young women. Problems include millennials disliking logos and exclusive sizing. Potential solutions explored are smaller logos, more sizes/materials, pop-up experience stores, mental health campaigns/displays, and fashion shows involving students. Demographics target is 70% female, 30% male ages 18-40 worldwide. Strengths include large market and budget, followers, and opportunities in mental health/expansion. Weaknesses could be losing brand value to competitors and

2. Key Concept
22

3. Brand Identity
Started as a lingeries
brand for male customers
Customers generally have a desire for “sensual
fashion”. Targets middle class women ages 20-40, men
shopping for girlfriend, wife
Have separate lines such as
Pink and VC sports

4. Responsibility
The leading specialty retailer of women’s lingerie, prestige fragrance, body care, accessories and athletic and
lounge wear. As one of the most popular brands among young girls all over the world, VC has a huge
responsibility over these social issues among young women in the globe. They have the budget, the influence to
achieve such social agenda.

5. Problems
Millennials dislike logos, and
Victoria's Secret sells lots of them. Victoria's Secret sizes are exclusive
It doesn't have a cause or
any clear values.

6. Products
T-shirts Leggings Lingeries
Smaller logos, less words
More sizes, materials more stretchable

7. Re-design and packaging
Use more blacks in this line of products

8. Collaborations
Space to try them on
Mental health Organization

9. DEMOGRAPHICS
CAMPAIGN FOCUS:
World Wide
NY, Shanghai,
London, Paris,
Tokyo, LA… Open
more stores in
Europe
70% Female AND 30% MALE
Age: 18 - 40
LOCATIONS
PLATFORMS
99
METHODS
Displays for products
Videos for awareness of mental health
Promotional Plan

10. Display banners Relaxed, confident, and sexy

11. AD Campaign
1111
Concept 1 - Support, reliability
women walking from a tube stop, wearing vc clothes. The light is dark, we cannot really see here clothes. Then she
walks past a light stop, the light turns on, and she smiles. This time we can see her wearing the clothes by VC. Then
it repeats for different days, happy, said, but what is the same is her clothes and the light.

12. AD Campaign
1212
Concept 2- Invisibility, Inner-self
for mental health awareness

13. Retail Strategy
Smaller Pop-ups Experience Stores

14. Fashion Show
Hosts smaller, more friendly shows that can involve college students etc

15. S W
O T
Lose Brand Value
Competitors such as
Lululemon
Cannot really
expand more
audience
Some products
are controversial
Have the market,
and the budget
Many strong followers
Mental Health big issues
Still have many
locations to
expand