The new brand voice of Victoria’s Secret

Benefits of Rebranding

Rebranding helps to reshape how a company and its products are perceived. With rebranding, the right customers are more likely to buy a product or a service.

Rebranding is also an opportunity for brands to create customer personas which allow the creation of compelling brand messaging specifically targeted at the right customers. 

Victoria’s Secret Undergoes a Major Rebrand

Victoria’s Secret has announced that it is taking additional steps to revamp its brand image.

Customers have been responding positively to their new merchandise, and to marketing which included its first Mother’s Day Campaign featuring a pregnant model.

The image overhaul also aims to convey an intrinsically inclusive message around race and body types.

Trailblazing women featured in their “VS Collective” campaign include seven of their brand ambassadors and brand advisors, such as soccer star Megan Rapinoe, size 14 model Paloma Elsesser, and actress Priyanka Chopra, among others.

The role played by Gen Z

Gen Zers are a diverse generation, and want to be represented by the brands they shop with.

They prefer brands that have stepped up their efforts around representation.

They want diversity not just reflected in the marketing of a brand but also as something that is ingrained in a brand’s mission statement.

In response to such preferences, Victoria’s Secret announced that it would start displaying curvy mannequins in stores nationwide, and expand representation on its website to include a variety of body types modeling its products. The brand also released a line of mastectomy bras.

Shift in Messaging

A spokesperson for the company stated that the brand is moving away from telling its customers what it considers to be appealing and how to look in favor of supporting the customers’ own choices through every phase of their life.

Everyone should feel comfortable about showcasing their uniqueness.

This change is being led by an entirely new board of directors that consist of seven people, six of whom are women.

Collaboration

Victoria’s Secret has also partnered with a female-focused non-profit organization to create a program for its female associates.

The program is designed to ‘ help identify and achieve their purpose’.

Their image overhaul moves beyond marketing campaigns and in-store displays. Victoria’s Secret has launched a podcast, VS Voices, and set up a global fund for women’s cancer programs in partnership with Pelotonia.

This fund helps support cancer research for women, and by women. The brand is  phasing out their “Angels’ imagery.

Focusing on what Women Want

The brand is trying to strike a balance between moving forward and maintaining its existing customers. The narrative it wants to put out seems to be evolving. One crucial change is the brand’s move away from tailoring to what men want.

In the wake of the pandemic and discussions around racial inequality, this shift will likely help the brand appear more authentic.

The brand also plans to create products designed to widen the scope of what is considered attractive.