Victoria's Secret: Anatomy of a High-Stakes Rebranding

There was a time when Victoria's Secret reigned supreme over the lingerie world, dictating a singular vision of femininity through its perfectly sculpted "Angels." But that empire crumbled. Today, the brand is engaged in its most perilous mission yet: a complete rebranding to survive in an era that no longer tolerates exclusion. Between inclusive campaigns and public apologies, is this transformation a marketing success or a genuine internal revolution? We break down this spectacular overhaul.

The Fall of the Angels: A Look Back at an Identity Crisis

The breaking point came in 2019. Comments made by then-Chief Marketing Officer Edward Razek about transgender and plus-size models sparked a global outcry. This stance, coupled with an aesthetic deemed anachronistic and anti-feminist in the #MeToo era, sounded the death knell for an entire epoch. Consumers no longer saw themselves in this unattainable ideal.

Sales plummeted, the iconic televised fashion show was canceled in 2018, and the brand had to admit its model was obsolete. The diagnosis was clear: to survive, Victoria's Secret had to change, and fast. The challenge wasn't just to alter an image, but to rebuild trust.

The New Strategy: Inclusivity, Icons, and "The Tour"

The Victoria's Secret rebranding strategy is built on several key pillars aimed at fundamentally changing public perception.

• A More Inclusive Image: The brand has diversified its choice of models, now featuring a range of body types, ages, and backgrounds. The goal is to reflect the diversity of its customer base and move away from the single, standardized body type of the past.

• The "Icon" Campaign: In 2023, the brand launched "The Icon" campaign, a masterstroke that brought back legendary supermodels like Gisele Bündchen, Naomi Campbell, and Adriana Lima. By showcasing these women, now in their 40s and 50s, the brand sent a message that sensuality is not exclusive to youth.

• Reinventing the Show: Acknowledging the outdated nature of its former fashion show, the brand launched the "Victoria’s Secret World Tour," a feature-length documentary streamed on Prime Video. Part film, part runway show, the event featured a new generation of creatives and models from around the world, as well as a performance by artist Doja Cat. This new format was designed to celebrate female creativity and empowerment.

Success or "Woke-Washing"? The Public Verdict

Has the Victoria's Secret rebranding been successful? The answer is complex. On one hand, the efforts are undeniable and have generated significant media attention. The brand has managed to re-enter the cultural conversation on its own terms. On the other hand, it faces deep-seated skepticism. Many consumers and observers question the authenticity of this change, viewing it as a calculated business move—a form of "woke-washing"—rather than a genuine evolution of its core values. The brand must now prove, through consistent action and transparent communication, that this transformation is more than skin deep. It's a long-term challenge where every decision will be scrutinized.

CONCLUSION - The path to redemption for Victoria's Secret is long and fraught with challenges. While its new strategy shows a clear awareness of past mistakes, the brand's future success depends on its ability to prove its commitment to inclusivity is authentic and lasting. The verdict is not yet in, but one thing is certain: the era of the untouchable Angel is over. The real question remains: can the brand build a new, more genuine connection?

KEY TAKEAWAYS: • The Victoria's Secret rebranding was triggered by a 2019 scandal and shifting consumer values. • The new strategy focuses on inclusivity, featuring diverse models and body types. • Key initiatives include "The Icon" campaign with legendary supermodels and the "World Tour" documentary show. • The brand still faces skepticism and must prove the authenticity of its transformation.

📎 Sources: [S1] Comment Victoria’s Secret a tenté de se réinventer ? - Numero - https://numero.com/wp-content/uploads/2024/10/victoria-s-secret.jpg