Victoria’s Secret is one of the most well-known brands in the US, being the largest lingerie retailer since the late 1990s. However, in recent years, there has been a decline in performance due to the brand’s overly provocative image and refusal to adapt to the #MeToo movement.
This rebrand aims to improve Victoria’s Secret’s image in the lingerie market by directing the brand towards a more progressive and inclusive mindset. A change of focus is accomplished through the concept of “versus”, which challenges both the past perceptions of the brand and society’s unrealistic body standards. The brand’s marketing materials will showcase diverse models with a change in photography style.
Positioning Statement: For women of all body types who want to feel sexy with fancy, bold, and mature lingerie, Victoria’s Secret is the only lingerie brand that lets you feel fierce and confident, thanks to the wide range of styles and sizes that bring out your unique beauty.
Duration: Winter 2019, 7 Weeks
Tools: Illustrator, Photoshop, InDesign
Victoria’s Secret Rebrand
Identity Design
Research: VS Brand and Competitor Analysis
One of the main causes of the company’s damaged reputation was its advertisements which seemed to target more men and created an uncomfortable shopping environment for women.
Many competitors focused on comfort and showcased diverse models with different body types and backgrounds to represent their brand. I mainly focused on Aerie because it is Victoria’s Secret’s top competitor.
Rebrand Moodboard
This moodboard reflects Victoria’s Secret’s new positioning to accept all body types and challenge societal norms on beauty. From my research, many women felt sexy and confident when they were trying something new, being productive, and feeling fresh and clean. Therefore, I included images of women getting ready throughout the day and showing large movements that express their confidence and fierce attitude.
Final Reflection
Victoria’s Secret’s seductive image made it unique in comparison to other brands, however because it was too unrealistic, the brand was perceived negatively in the lingerie market. It was difficult to include aspects of the original brand when trying to shift the company’s image to be more progressive. However at the same time, it was challenging and rewarding to make a statement about body positivity through design.
