Feel your best self

Victoria's Secret

Strategy

BACKGROUND OF THE PROJECT

The challenge was to pick a failing or about-to-fail brand and develop a new brand strategy that could help change the situation. 

CLIENT

Victoria's Secret

KIND OF PROJECT

Case Study

Research

Victoria’s Secret is the brand leader in the lingerie market in the USA.

However, their marketing has been almost the same for 20 years,

while culture and society have incredibly changed.

The share price has plunged from 33% in 2016 to 24% in 2018. 

In February 2019, Victoria's Secret announced the closing of 53 stores.

What is "sexy"?

One of my objectives for the research was to investigate how the culture around lingerie has changed. Victoria's Secret sells a very clear idea of sexiness. However, women pointed out that it has a strong male-driven point of view on what is considered sexy.

Observation

Victoria’s Secret is telling women:

Wear our lingerie and you will be sexy like our Angels

 

while women are becoming more attracted to: 

You are sexy, and our lingerie will show it off.

Human Truth

So, when do women feel sexy? When they feel good about themselves. From interviewing peers and doing research on online threads on the subject, confidence comes out as the key definer for sexiness. 

Business Truth

The new generations crave for a mirror:

Rather following an ideal, they praise those brands who make them feel represented and included in the conversation. 

Competition


On the other hand, competitors are listening.

Aerie, ThirdLove, and Savage X Fenty are just a few new brands that are fast growing in the market and have a refreshing take on lingerie.

How can Victoria's Secret update the brand strategy and

differentiate from what the competition is already doing?

THIRD LOVE

USP: to each, her own

AERIE

USP: Your real power is you. 

SAVAGE X FENTY

USP: Sexy lingerie for all. 

Idea

Victoria’s secret should aim to have every woman to look and feel the best to her own eyes and senses.

What happens when a woman feels the best of herself? Confidence has the power to unlock your potential, and feel capable to achieve all your ambitions.

Feel your best self

A campaign that shifts the attention from the product to what that it makes you feel. When you feel the best of yourself while looking into the mirror, your face says it all. 

Merchandising

In addition to the OOH, with the purchase at Victoria's Secret, stickers will be provided, so to have a personal empowering message on your own mirror every day.