This brief explored how to analyse brand and market performance as well as identify customer needs through market research. In 2018, Victoria's Secret was reported to be in decline of sales due to lack of brand adaptation. Subsequently they were no longer appealing to their audience and was deemed 'out of touch'. I created a branded report to offer insights and recommendations to VS through consumer insights, infographics and solutions. Identifying gaps in the market and adapting tone of voice while maintaining the original brand ethos and aesthetic is important to growing with the customer and staying relevant to the current culture and customer needs.

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The report in a nutshell ...

The issue: many consumers felt that VS portrayed an exclusive image and lack of body positivity and inclusivity on many aspects that all stemmed from lack of diversity. This left many consumers feeling unrepresented and no longer relating to the brand. The VS brand was built through, and heavily reliant, on their marketing with the VS Angels and fashion shows, which included models that were all within the size 4-8 range, tall and predominately white. The stores had an enormous range of categories which many customers found overwhelming and difficult to navigate. The flagship store consisted of five floors which was bustling with merchandise.

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Customer needs: many women were seeking out comfort and leisurewear rather than 'sex appeal' due to a shift in our culture and how we view women. The growing movement of body acceptance and body positivity called for more diversity and inclusitivity from brands. As a result, exercise and wellness trends were also feeding into this and moving the underwear sector into a more sporty space. Furthermore, simplicity and the idea that 'less is more' meant people wanted less clothing but of a higher quality.

 

The solution: make the brand more inclusive to all women by introducing diverse models; age, race, size, height, disability etc. Introduce a range of underwear which offers functionality, movement and comfort rather than a 'sexy' aesthetic. Discontinue unnecessary merchandise to simplify the customer experience in-store and online. 

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Victoria's Secret update: in 2019, VS stopped it's annual fashion show. In 2021, they got rid of the VS Angels. In 2024 they shut the flagship store on Bond Street and opened a reimagined store on Oxford street with a more simplified layout, less merchandise and more comfort and sports ranges. They have also introduced more diverse models in their promotions and campaigns.