The Brand 'Victoria's Secret'. Does the Brand Need a Makeover?

Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, European Management School (EMS), language: English, abstract: The aim of this paper is to give profound recommendations how the brand should react to a new market situation and the current trends which influence the industry and the consumer behavior. Victoria's Secret needs a makeover. What will be discussed is the question what exactly needs a makeover and how this one should look like. These two dimensions are linked with the topics brand image, corporate communication and rebranding, which should reveal some optimization potential. A problem analysis with subsequent consideration of the communication strategy should help to identify strengths and weaknesses of the brand and make it possible to give management suggestions for now and the future. To answer my research question, I am applying a qualitative approach based on collecting relevant information and literature review of key sources. Other competitors use the lack of innovation of Victoria's Secret as an advantage to gain market share by emphasizing racial, body and gender inclusivity in their brand messaging with a huge success and consistently positive consumer response. Victoria's Secret has now reached a point where it has to take actions to remain competitive and to respond correctly to the market change.