The New School Summer Course | The Future of Victoria's Secret

The Future of Victoria’s Secret Summer Intensive Course | Project 3

HYPOTHESIS A company that manufactures women’s intimate products wants to, in the near future, to target of male consumers.

Said company has a poor understanding of a womans legitimate needs.

Mainly focused on bras.

HISTORY OF THE BRA: 100 Years of Bras

By Glamour Magazine https://www.youtube.com/ watch?v=b1yFedPTZ5A

MAPPING CONSUMER ARCHETYPES Dominant Affordable “luxurious” items, intimacy and basics available.

STYLE, INTIMACY, AFFORDABILITY Emerging Shift towards non-padded, non-wired, strapless bras post #freethenipple movement.

STYLE, COMFORT, EXPRESSION Disruptive Using 3D printing to create a better fitting and more health conscious bra.

INDIVIDUALIZATION, INNOVATION, ENDURANCE

MAPPING CONSUMER ARCHETYPES Dominant Affordable “luxurious” items, intimacy and basics available.

STYLE, INTIMACY, AFFORDABILITY “The Explorer” - Confident, Loyal Digs through piles of products to find the desired one. Familiar with standard shopping process, habitual shopper.

MAPPING CONSUMER ARCHETYPES Dominant Affordable “luxurious” items, intimacy and basics available.

STYLE, INTIMACY, AFFORDABILITY “The Explorer” - Confident Digs through piles of products to find the desired one. Familiar with standard shopping process, habitual shopper.

Expert Bra Fitters Video: similar process a sales associate at Victoria’s Secret takes customer through, using the measurements and height of the customer.

MAPPING CONSUMER ARCHETYPES Emerging Shift towards non-padded, non-wired, strapless bras post #freethenipple movement.

STYLE, COMFORT, EXPRESSION “The Expressionist” - Rebellion Post the #freethenipple movement, there was a rise of feminism, selfexpression and encouragement to be self confident.

A shift emerged from looking good to feeling good- being comfortable despite not having the perfect “shape”.

ASPIRATIONAL TRENDS Emerging Shift towards non-padded, non-wired, strapless bras post #freethenipple movement.

STYLE, COMFORT, EXPRESSION Aspirational Trend #1: Instead of the typical bra, having bralettes and camis that allow for more comfort and daily movement.

Camis having existing passing to eliminate the need of a bra altogether.

ASPIRATIONAL TRENDS Emerging Shift towards non-padded, non-wired, strapless bras post #freethenipple movement.

STYLE, COMFORT, EXPRESSION Aspirational Trend #2: Victoria’s Secret Sports Wear Athletic, Supportive and Realistic.

ASPIRATIONAL INNOVATION PLATFORM 1-2 Years Shifting away from the traditional padded and wired bra to a more free-fit style. Allowing more comfort, freedom of movement and over time a more healthy body.

A shift from SEXUALIZATION to DAILY COMFORT.

MAPPING CONSUMER ARCHETYPES Disruptive Using 3D printing to create a better fitting and more health conscious bra.

INDIVIDUALIZATION, INNOVATION, ENDURANCE The ones who seek accuracy and not wanting to worry about the several issues that come with getting a bra, such as: - Comfort - Size - Health of the body in the long run - Support - Durability - Material They want to be productive towards the process.

DISRUPTIVE INNOVATION PLATFORM

5+ Years

3D cups to be printed based on personal measurements and monthly medical changes to ensure a near perfect fit, avoiding getting the wrong size bra that could have negative health effects.

Process changes, before shorter and further explanation would no longer be necessary. They also last longer according to the material used.

3D printed bras can also take into consideration people that have undergone medical changes like women who have gone through breast cancer or unfortunate accidents; it can boost self confidence.

DISRUPTIVE INNOVATION PLATFORM

10+ Years

Wearable tech bras that have several multi functions including: - Measuring heart rates, body heat and daily steps - Bionic ways: adjusting the bra automatically according to natural body changes - Personalized bra that can be created according to any medical conditions (such as breast cancer survivor) incorporating 3D printing into them - Possibly lump detections for cancer - Provides more support