Victoria Secret ReBranding Project

VICTORIA’S SECRET

1 Table of Contents Fashion Show Image.................................... 2 Client Profile................................................... 3 Creative Brief................................................. 5 SWOT Analysis............................................. 7 Expanded Target Market............................... 8 Mood Boards............................................... 10 Competitor Analysis..................................... 12 Style Guide................................................... 13 Logo Design................................................ 14 Abbreviated Design..................................... 15 Print Ad......................................................... 16 Media / Merch.............................................. 17

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Client Profile Company Name Victoria Secret

About the Company Victoria’s Secret is a world-class brand known around the globe for our amazing products and shopping experience. With more than 1,100 store locations world wide, we dominate the lingerie marketplace with product for everyone, our sexy and sophisticated lingerie. Our name is synonymous with all things feminine an d sexy and our customers love our brand and how we make them feel when they’re in our stores. Our associates are the key to delivering this amazing experience for our customer and we hire the very best who are passionate about our brand and our products.

Mission / Vision “To make our customers feel sexy, sophisticated and forever you ng. And we are committed to delver on this promise by providing high-quality, safe and effective products.”

Goals One store in each country within the next five years, expand the brand, quality reputation overseas, develop more of beauty and health products.

Target Audience Victoria’s Secret’s Target Market is the middle class woman or man shopping for a middle class woman aged 2149. The customer wants to feel sexy and look sexy, which is why she comes to shop at Victoria’s Secret. Whether she is trying to buy lingerie to wear on a casual day or on a night to impress someone, Victoria’s Secret caters to her needs and wants. She is not afraid to look sexy or wear skimpy lingerie.

Industry Undergarments

Strength & Core Competencies High quality products. Brand loyalty, good reputation, offering discount, loyalty cards, and free fitting for bras.

Product / Services Undergarments, body care, and accessories.

Tone/ Current Design Style Used Mature upper class

Niche High quality goods

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Creative Brief Project Repositioning campaign for Victoria’s Secret bras

Prepared By Roxana Zaldumbide

Background/Overview Victoria’s Secret is Every Woman’s Secret--This campaign is aimed at “every woman,” specifically those young women leading busy lives. The ads willshow women doing everyday tasks such as working in the office, going to the gym, taking care of her children, and going on dates. What keeps her going? Her Victoria’s Secret bra. It offers the support and reliability she is looking for in her everyday life.

Unique Selling Proposition (USP) Wide selection of sizes with high quality material including silk and cotton. All women can feel sexy and comfortable with the wide variety of options.

Objectives / Purpose / Goals Increase bra sales by 30% over the next year after the “Every Woman’s Secret”campaign has been launched. Also, to make all women feel sexy and attractive in their day to day duties.

Target Audience This campaign is aimed at young women between the ages of 25 and 35 who are looking for comfy bras. They are middle to upper middleclass women, with an income approximately of $70,000 a year or higher. These women are in the prime of their lives where they have a variety of tasks to accomplish per day. They are trying to stay in shape, take care of their families, maintain and find new friendships and relationships, all while working a full-timejob. This want to feel as comfortable as possible on their daily basis in order to accomplish their tasks more efficiently. They are women looking for a bra that can hold up to all of their daily tasks and also makes them feel good by looking great.

Words that Describe Visual Appearance Positive image, international, sexy appearance, comfort, high quality, and variety.

Taglines Perfect fit for every woman Victoria Secret is every women secret

Call to Action Facebook: Victoria Secret Instagram: Victoria Secret Online web page: victoriasecter.com

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SWOT Analysis Strengths:

Weaknesses:

• Brand value/Customer loyalty • Marketing through social media • Sales • Fashion Shows • Digital IQ • Product range • E-commerce • Branding consistency • Oligopoly within the American lingerie market (mass market) • Push towards global expansion • Consistent inclusion of mobile in their marketing mix to integrate online and offline UX • with the brand • Social media marketing

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Opportunities:

Threats:

• Plus-sized market • Further international expansion • Selling products though other retailers • 3D scanners in store • customize email offerings • Improve security of customer data • Differentiate their brand voices

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Skinny-centric marketing Product Quality Website Navigation High inventory Promotional Consistency across channels • Too many promo codes online • Corporate social responsibility initiatives • Multichannel retailer

Economy Competitors Exchange rate risk Foreign competitors Privacy and security

Expanded Target Market Name: Maria Perez

Age: 38 Gender: Female Location: Los Angeles, United States Income Level: Middle class Occupation: Dentist Education: Dental school Marital Status: Married Hobbies: Beach, tennis, and singing Mini Bio: Maria graduated from dental school and currently

works together in a dentist office with three other people. She loves being active and she never likes to stop learning/studying. Everyday she takes her kids to school, goes to work, goes to the gym, and picks up her kids after school. Her days end up being exhausted but everything she does she makes it happy. During her weekends she often takes her kids two the beech and play tennis with them. She really enjoy sports and keeping herself occupied.

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9 Name: Rosario Chiriboga

Age: 23 Gender: Female Location: Boston, United States Income: Upper-class Occupation: Tour guide Education: Graduate School Marital Status: Single Hobbies: Shopping, golf, art

Mini Bio: Rosario is currently in graduate school. She will be

graduating as a fashion design which she considers her passion. She enjoys going out partying and shopping. She is often really active because she is required a lot of work in her graduate carrier. She comes from a wealthy family which provide her with money pretty often to shop. Rosario does not play any sport, but her day to day life is pretty active and work intense.

Mood Boards Images:

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Competitor Analysis

Some of the closest/direct competitors for Victoria Secret include Soma, Fruit of the Loom, and American Eagle Aerie. Each competitor has its own particular market, for example Soma typically advertises to older women who are looking for comfort; Fruit of the Loom markets to the customer who is on a budget; Aerie markets to girls who are looking for cute bras. Victoria’s Secret’s goal, especially with this campaign, is to advertise to all women to invest in a bra that provides comfort, support, attractive designs, and versatility. Victoria Secret is a well know world-wide brand which outstands as #1 inwomen’s intimate apparel. They are positioned as a high quality company that offers the best bras and underwear because of its perfect fit and diverse styles. Regarding bras, Victoria Secret is known as the product leader. VS bras are different from their main competitors because they offer a wide variety of designs world-wide including strapless, push up, sport and multiway use. Through this they are able to offer the specific fit for each woman, and make her look and feel good.

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Style Guide Color Palette:

CMYK: C= 10 M=98 Y=12 K=0 RGB: R=217 G=29 B=129 #d91d81

CMYK: C= 9 M= 83 Y= 14 K= 0 RGB: R=220 G=81 B=140 #dc518c

CMYK: C= 0 M= 61 Y= 0 K= 0 RGB: R=242 G=133 B=181 #f285b5

CMYK: C=2 M= 47 Y= 1 K=0 RGB: R=238 G=158 B=194 #ee9ec2

Type Choice: Lane - Narrow (Size 30 & 12) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

PeriraBold (Size 16) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Logo Design Color Logo:

VICTORIA’S SECRET VICTORIA’S SECRET Black & White Logo:

VICTORIA’S SECRET 14

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Abbreviated Design Color:

Black & White:

Print Ad

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Media / Merch Body Lotion:

Bag:

Gift Card:

Phone Case:

Sport Bra:

Water Bottle:

Lotion:

Small Bag:

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