The main idea in the new brand promotion strategy will be that VS lingerie is “made by her for her”.
The American company L Brands, which owns the lingerie brand Victoria's Secret, is working on a new marketing strategy for the brand amid falling revenue and declining popularity of the brand in recent years.
Victoria's Secret is preparing for the first time to reposition the brand and refocus on the "real needs" of women, the company said at the last Investor Day.
The new creative department of the brand is already working on an updated advertising strategy. Victoria's Secret is expected to start making lingerie for women of all body types, including "more curvaceous". This decision may be related to the criticism that the brand has repeatedly been subjected to due to the use of model-looking girls in advertising and the sale of products aimed at women with ideal body parameters.
The new heroes of Victoria's Secret commercials will be "real girls" instead of "angels". Earlier it became known that the brand refused to hold an annual television show, explaining its decision with plans for "evolution and change in the name of growth." In August, CMO Edward Razek, who has played a major role in the brand's well-recognized "sex marketing" for the past 30 years, left the company.
Working on a new strategy and positioning, Victoria's Secret hopes to reconnect with lost customers through new products and new marketing. The company notes that VS has remained stuck to the old image for too long, while buyers prefer more comfortable and inclusive products from other brands.
VS has experienced a drop in sales over the past few quarters, with shares of its parent company, L Brands, down 28% since the start of the year and 40% over the past three years. Also the owner of the Bath & Body Works chain, the company closes dozens of stores every year. In 2019-2020, it is planned to close a total of about 100 stores.
The new Victoria's Secret strategy will focus on frameless bras, as well as emphasizing the matching of bras and panties. In addition, the company is working on improved training of personnel who will receive a new dress code. Additionally, VS is experimenting with sales of the Livy and Bluebella brands in its own stores and is collaborating with the clothing brand For Love and Lemons.