Victoria's Secret reveals new branding strategy in ongoing makeover
In a bid to revitalise its brand, Victoria's Secret has announced the launch of a new marketing campaign called "Undefinable." The campaign, which will be showcased in October, aims to "really cement our brand positioning and our commitment to our revolution and transformation," according to Head Creative Director Raúl Martinez.
The campaign will feature A-listers like Bella Hadid, Hailey Bieber, and up-and-coming country singer Brittany Spencer. It will be showcased in Victoria's Secret's Manhattan flagship on 5th Avenue, in major cities like New York and Los Angeles, and on social media.
However, the campaign comes amidst a challenging period for the lingerie giant. In its most recent quarter, store visits, net sales, and profits all declined. Net sales fell by 6%, while profits declined and comps fell by 8%. These results were partially attributed to the impact of stubborn inflation on discretionary spending.
Analysts have also expressed concerns about the brand's transformation. UBS analyst Jay Sole noted in August that the transformation may take longer than anticipated, while Jane Hali & Associates analyst Jessica Ramírez stated that Victoria's Secret has more work to do to catch up in the intimates market.
In an effort to be more inclusive and respectful towards women, the campaign is part of Victoria's Secret's ongoing effort to change its image. In July, the company merged its namesake and Pink brands under the same leadership, and laid off 5% of its corporate workforce.
Victoria's Secret has enlisted fashion photographer Harley Weir for the campaign, but the photographer for the new marketing campaign "Undefinable" has not been explicitly mentioned in the provided search results.
Following its most recent quarter results, Victoria's Secret has lowered its outlook for the year. The company will be hoping that the "Undefinable" campaign will help to turn around its fortunes and attract a new generation of customers.
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