From Victoria’s Secret to the VS Collective: A Case Study of One of America’s Most Well-known Lingerie Brands
Deconstructing Victoria’s Secret’s meteoric rise, steady decline, and its most recent attempts at turning things around PLUS key learnings from their journey
Victoria’s Secret’s has been quietly yet purposefully working in the background to shift gears and embrace a new direction, one that it hopes will put it back in the running as one of the most popular lingerie brands on home turf once again.
It’s a long shot for the beleaguered brand whose fortunes have been sinking over the last decade for a multitude of reasons including quality issues, questionable labour practices, transphobic commentary, racial profiling, and narrowly focussed ideas of beauty, to mention but just a few.
Among its latest major changes is the launch of the VS Collective, a super-group of 7 noteworthy women who will replace the Victoria’s Secret ‘Angels’, elite models that worked for the brand and also functioned as brand ambassadors.
Even the most hardened of cynics will acknowledge that the changes are a positive step forward in the right direction. But to really understand how and to what extent the changes could potentially impact the trajectory of the brand Victoria’s Secret going forward, we have to delve…