Victoria’s Secret

Branding Strategy

A Fantasy Was Born

Victoria’s Secret spearheaded the ‘dream girl’ fantasy. Capturing the male gaze nationwide and becoming the largest lingerie retailer in the world by 2016.

Fallen Angels, Falling Numbers

Sales have fallen steadily over the years as consumers reach for women-run brands amid controversial business practices. 

What We Did

Research in the Lingerie Category
Market Analysis - What are other brands doing when under fire?
Rolled in the Problem - Where are the shortcomings and where are the opportunities?
Listened to the Target Audience - How do consumers feel?