From angels to royalty: The rebranding of Victoria's Secret.

The rebranding of victoria secret

From angels to royalty

A.Valeria Velasquez Vilanova and Loris Inéz Venegas

Introduction

New Segmentation, Targeting, and Positioning

Brand collaborations and extensions

New Creative Director and Promotional Strategies

New Target Audience

Customer Profiles

Brand Identit y

Conclusion

Perceptual Map

Signature Product Line and Best-Sellers

Store Design and Marketing Campaign

Victoria's Secret, the iconic lingerie brand that has decided to rebrand itself as a luxury brand. The company's new strategy includes new segmentation, targeting, and positioning for the brand. This presentation will explore the new target audience, their behavioral demographic, physiographic and geographic characteristics. It will also create three new customer profiles and a perceptual map to find a new positioning among the brand's new competitors.The presentation will also decide which product line will be the signature one and predict three best-sellers among the brand's products. It will set prices . The store design will also be discussed, including a mood board for the store design to present ideas better. The presentation will also explore how to combine technology and fashion heritage in the store. Finally, a promotional estrategies and brand identity with the key message aiming to explain the brand's transformation will be developed, and the delivery of the message to the target audience will be decided.

INTRODUCTION

LUXURY

BRAND

New Segmentation, Targeting, and Positioning

Victoria's Secret's new segmentation strategy involves dividing the market into three segments: women aged 18--34, women aged 35-44, and women aged 45 and older. The new target audience is women who are looking for high-quality, luxurious lingerie that makes them feel confident and sexy. The new positioning strategy focuses on emphasizing the luxury and quality of the brand's products. Victoria's Secret wants to be seen as a premium brand that offers the best lingerie in the market. The brand will also focus on sustainability and ethical practices, which will appeal to environmentally conscious consumers.

Segments

New Target Audience

Victoria's Secret's new target audience is women who are looking for high-quality, luxurious lingerie that makes them feel confident and sexy. These women are typically between the ages of 25 and 45 and have a higher income level than the average consumer. They are also more likely to be environmentally conscious and interested in sustainable products. Behaviorally, these women are confident and self-assured. They value quality over price and are willing to pay more for products that meet their standards. Physiographically, they are fashion-forward and keep up with the latest trends. Geographically, they are located in urban areas where luxury shopping is prevalent.

costumer profiles

COSTUMER PROFILE

COSTUMER PROFILE

COSTUMER PROFILE

Emily is a 45-year-old living in Chicago. She works in marketing and has a high disposable income. She values quality over price and is willing to pay more for products that meet her standards. She is environmentally conscious and interested in sustainable products. She prefers classic styles over trendy ones and likes to shop at luxury stores.

Sarah is a +28-years old living in New York City. She works in finance and has a high disposable income. She values quality over price and is willing to pay more for products that meet her standards. She is environmentally conscious and interested in sustainable products. She keeps up with the latest fashion trends and enjoys shopping at luxury stores.

Maria is a +35-years old living in Los Angeles. She works in the entertainment industry and has a high disposable income. She is fashion-forward and always keeps up with the latest trends. She values quality over price and is willing to pay more for products that meet her standards. She is interested in sustainable products and likes to shop at eco-friendly stores.

Perceptual Map

Victoria's Secret's new competitors include luxury lingerie brands like: La Perla, Agent Provocateur, and Fleur du Mal. To find a new positioning among these brands, a perceptual map was created. The map shows Victoria's Secret's position in terms of price and quality compared to its competitors. The map revealed that Victoria's Secret is positioned in the middle of the market in terms of price and quality. To differentiate itself from its competitors, Victoria's Secret needs to focus on quality and sustainability. To achieve this, Victoria's Secret should invest in sustainable materials and ethical manufacturing practices. The brand should also emphasize the quality of its products through marketing campaigns and collaborations with high-end designers.

Signature Product Line and Best-Sellers

Victoria's Secret's signature product line will be lingerie, specifically bras and panties. The brand will focus on creating high-quality, luxurious lingerie that makes women feel confident and sexy. The brand will also invest in sustainable materials and ethical manufacturing practices. The three best-sellers among the brand's products will be the Luxe Collection Bra, The Silk Panty, and the Lace Bodysuit. The Luxe Collection Bra will be priced at $150, Thee Silk Panty at $85, The Lace Bodysuit at $275. These prices were determined based on the manufacturing costs and the margin index.

Store Design and Marketing Campaign

Victoria's Secret's store design will combine technology and fashion heritage. The store will feature interactive screens that allow customers to see how the lingerie looks on models of different sizes and skin tones. The store will also showcase the brand's history and heritage through vintage photographs and displays of iconic lingerie pieces. The marketing campaign will aim to explain the brand's transformation to a luxury brand. The key message will be 'Experience Luxury' and will focus on the brand's commitment to quality, sustainability, and ethical practices. The campaign will be delivered through social media, billboards, and print advertisements in fashion magazines.

Royal Store Design

Brand Collaborations and Extensions

Another way for Victoria's Secret to deliver the message of its rebranding is through brand collaborations and extensions. For example, the brand could launch a line of luxury loungewear or sleepwear that appeals to a wider range of consumers. Collaborating with other brands in the beauty or lifestyle space could also help Victoria's Secret expand its reach and appeal to a broader audience. In addition, the brand could consider working with influencers or brand ambassadors who embody the new values and mission of Victoria's Secret. These individuals could help promote the brand's message and connect with consumers who may not have previously considered shopping at Victoria's Secret.

New Creative Director and Promotional Strategies

As part of the rebranding effort, Victoria's Secret may also want to consider hiring a new creative director who can bring fresh ideas and perspectives to the brand. This individual should be someone who understands the importance of inclusivity and diversity in fashion and can help guide the brand in a new direction. Other promotional strategies that Victoria's Secret could consider include joining the metaverse, a virtual world where users can interact with brands and other users. This could involve creating a virtual Victoria's Secret store or hosting virtual events that showcase the brand's new image and products. Additionally, the brand should prioritize sustainability and address modern issues such as body positivity and mental health in its messaging and marketing efforts.

Metaverseexperience Luxury

promotional strategies social media and digital strategy

01

CTA (REACH TRAFFIC)

02

STRATEGIC SCHEDULING

03

AFFINE SEGMENTATION

04

INSTRODUCING THE METAVERSE new experience Virtual Reality

PROMOTIONAL STRATEGIES Digital strategy

leer más

Strategic actions in retargeting to re-impact users interested in knowing the benefits of the product

Brand Identity

Changing the core of the brand is a crucial aspect of the rebranding effort. Victoria's Secret must develop new brand values, mission, and vision that align with its new identity as a luxury label that celebrates all women. The brand should focus on inclusivity and diversity, and create a new meaning of the brand that resonates with consumers today. However, it is important for Victoria's Secret to use the brand publicity that already exists to promote the new brand concept. This means leveraging the brand's history and legacy while also acknowledging past mistakes and committing to doing better moving forward. By striking a balance between old and new, Victoria's Secret can successfully rebrand itself as a luxury label that appeals to a wide range of consumers.

Conclusion

The rebranding of Victoria's Secret to a luxury brand is a bold move for the company but one that could pay off in the long run. By focusing on high-end products, diverse models, and a sophisticated brand identity, Victoria's Secret hopes to appeal to a wider audience and establish itself as a leader in the luxury market. With a new marketing strategy, product line, and store design, the company is well-positioned to succeed in this new direction. It will be interesting to see how customers respond to the new Victoria's Secret and whether the rebranding is successful.

T H A N K Y O U

VALERIA & LORIS