Key Concept

22

Brand Identity

Started as a lingeries brand for male customers

Customers generally have a desire for “sensual fashion”. Targets middle class women ages 20-40, men shopping for girlfriend, wife

Have separate lines such as Pink and VC sports

Responsibility

The leading specialty retailer of women’s lingerie, prestige fragrance, body care, accessories and athletic and lounge wear. As one of the most popular brands among young girls all over the world, VC has a huge responsibility over these social issues among young women in the globe. They have the budget, the influence to achieve such social agenda.

Problems

Millennials dislike logos, and Victoria's Secret sells lots of them. Victoria's Secret sizes are exclusive It doesn't have a cause or

any clear values.

Products

T-shirts Leggings Lingeries

Smaller logos, less words

More sizes, materials more stretchable

Re-design and packaging Use more blacks in this line of products

Collaborations

Space to try them on

Mental health Organization

DEMOGRAPHICS

CAMPAIGN FOCUS:

World Wide NY, Shanghai, London, Paris,

Tokyo, LA… Open more stores in

Europe

70% Female AND 30% MALE

Age: 18 - 40

LOCATIONS

PLATFORMS

99

METHODS

Displays for products

Videos for awareness of mental health

Promotional Plan

Display banners Relaxed, confident, and sexy

AD Campaign

1111

Concept 1 - Support, reliability

women walking from a tube stop, wearing vc clothes. The light is dark, we cannot really see here clothes. Then she walks past a light stop, the light turns on, and she smiles. This time we can see her wearing the clothes by VC. Then it repeats for different days, happy, said, but what is the same is her clothes and the light.

AD Campaign

1212

Concept 2- Invisibility, Inner-self for mental health awareness

Retail Strategy

Smaller Pop-ups Experience Stores

Fashion Show

Hosts smaller, more friendly shows that can involve college students etc

S W

O T

Lose Brand Value

Competitors such as Lululemon

Cannot really expand more audience

Some products are controversial

Have the market, and the budget

Many strong followers

Mental Health big issues

Still have many locations to expand