Rebranding Victoria's Secret Retail

Project Type:  Personal Academic Project (Parsons School of Design, Master Studies)

Year: 07-20-2023

Purpose/Outcome:

1) Shifted negative brand perceptions and regained consumer trust.

2) Repositioned the brand as attractive to a broader and more diverse audience.

3) Achieved sustainable results through inclusive and modern product lines and marketing efforts.

Program Used/Medium:

- Canva

- Photoshop & illustrator

- Online and In-store Research

1. Project Objectives

Modernizing the Brand: Reimagining Victoria's Secret's traditional image to align with modern values while maintaining its iconic identity.

Addressing Social Issues: Improving negative brand perception caused by a lack of inclusivity and diversity.

Consumer-Centric Strategy: Restoring trust by responding to women's needs and expectations and expanding the consumer base.


2. Changes Implemented

Comprehensive Rebranding: Restored positive brand perception through a new design language and inclusive marketing campaigns.

Organizational Changes: Increased gender diversity in leadership and introduced education and business strategies aligned with societal trends.

Retail Strategy Revamp: Transformed physical stores and strengthened direct-to-consumer (DTC) strategies to provide an omnichannel experience suitable for modern consumption patterns.