Marketing Digital

Victoria’s Secret continues brand renewal with campaign

Victoria’s Secret has released a new campaign called “Undefinable” featuring personal stories of women. Victoria’s Secret has worked with the agency Look Creative in this new campaign.

As it is a brand campaign not linked to a specific product, «Undefinable» will serve as a broad positioning throughout the seasons.

Following revenue growth earlier this year, Victoria’s Secret & Co.which has the homonymous lines of beauty and lingerieas well as the Pink brand, saw sales fall in its most recent quarter, reported in August.

Las second quarter net sales they fell 6% from a year earlier, to $1.5 billion. The retailer’s profit fell to $67 million from $151 million a year earlier.

Victoria’s Secret expects customers to “continue to face inflation and other financial pressures through the remainder of 2022, and we have adjusted our inventory position and cost structure accordingly, while allowing continued investment in growth initiatives,” the report said. CEO Martin Waters in a statement.

Since its rebranding began, Victoria’s Secret is committed to increasing its diversity and women-focused initiatives. Last year, she said she would invest $25 million in women-led businesses through her startup platform and a partnership with AmplifyHer Venturesa venture capital firm.

But there is still work to be done to change public perception of the decades-old brand. For example, a song by the star of TikTok, Jax, who taunts Victoria’s Secret for being “made up by a guy”, recently reached the number 48 del Top 100 de Billboard.

Marketing,Tiktok,Victoria’s Secret
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