Assignment 1 - Strategic Research Analysis_ Ava Patton (1)

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Feb 20, 2024

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Victoria Secret “The Tour 2023” Advertisement Campaign Introduction: The cast of "The Tour '23," which includes well-known Victoria's Secret "angels" Adriana Lima and Candice Swanepoel, Gigi Hadid, Paloma Elsesser, and Ziwe, was featured in the "My Wings, My Way" campaign, which was presented by the popular clothing, lingerie, and loungewear company on Tuesday. This campaign aims to reimagine Victoria's Secret's glamor and its iconic wings before the premiere of "The Tour" on Prime Video on Sept. 26. The tour follows 20 creatives from four cities around the world — Bogotá, Lagos, London, and Tokyo — and features their creations during the star-studded special (Pusateri 2023). The annual program was previously canceled in 2019 due to a drop in sales and subpar television ratings, as well as past controversies surrounding the former CEO Les Wexner's close relationships with notorious billionaire Jeffrey Epstein. After receiving years of criticism for its lack of diversity and upholding unattainable beauty standards, Victoria's Secret retired its Angels in 2021 and replaced them with the 'VS Collective' as part of its continuous rebranding effort (Hanbury 2023). After two years, the company is still making efforts to modernize its marketing and serve a wider range of customers. However, many individuals are criticizing the company for continuing to promote unattainable beauty standards and body types while simultaneously attempting to adopt a more innovative approach to appeal to their target audience of women. Situational Analysis: One aspect of Victoria Secret's marketing that has helped it succeed as a whole is their innovative strategy for this year's "runway" comeback to repair their public image and appeal to their target market of a diverse group of women across a wide age range. Women, especially those in their late teens to early thirties, were Victoria's Secret's main market. Women looking for stylish and feminine undergarments were the target market for the brand's lingerie, sleepwear, and cosmetic goods. Victoria's Secret drew customers with higher discretionary incomes who were willing to spend more money on luxurious underwear thanks to its upscale price and brand image.Women can express themselves through Victoria Secret's apparel and accessories, which is frequently regarded as inspirational. Media outlets, fashion bloggers, and social media influencers can affect the brand's reputation by covering and promoting products and campaigns. Fashion industry partners, such as collaborations with designers, fashion shows, partnerships with other brands or celebrities, are important for Victoria's Secret's marketing and branding efforts. Competitors, including rival lingerie and clothing companies like Calvin Klein and American Eagle Outfitters, are stakeholders since they have an impact on the market and industry competition. Additionally, there is a lot of pressure on this campaign's internal environment because in the past Victoria Secret has deviated from its initial purpose of representing women's beliefs and expression and instead has emphasized the materialistic component, which has had a bad impact on the consumers. Since the company seems transparent

and open about their efforts to rebuild their image and restore their healthy connection with women, this strength is allowing them to build back their connection the morally right way. SWOT Analysis: Victoria's Secret's divisive ad campaign can be examined using the SWOT method to identify its advantages, disadvantages, opportunities, and threats. Strengths: 1. Brand Recognition: Victoria's Secret is a well-known and established brand in the lingerie industry, which can help the campaign gain attention quickly. 2. Large Customer Base: The brand has a substantial existing customer base, which can be leveraged to generate initial interest and sales. 3. Creative Freedom: The brand's willingness to take chances might be considered as a plus in terms of attracting media attention, as controversial ads frequently generate communication. Weaknesses: 1. Backlash: Controversial campaigns can alienate customers and lead to backlash from various groups, especially in this case women. Negative publicity can harm the brand's reputation and sales as the Jeffery Epstein connection had previously done. 2. Brand Image: Victoria's Secret has faced criticism in the past for perpetuating unrealistic beauty standards and not promoting diversity. 3. Competitor Response: Rivals, such as Calvin Klein, Savage X Fenty, and American Eagle Outfitters, may take advantage of the controversy to position themselves as more inclusive and socially responsible alternatives. Opportunities: 1. Rebranding: The campaign could be an opportunity for Victoria's Secret to shift its image toward inclusivity and diversity, appealing to a broader customer base. 2. Engagement: Campaigns that are controversial can engage customers and start conversations. If handled properly, this can boost customer loyalty and brand awareness. 3. Educational Efforts: The brand could use the controversy as a platform to educate the public about their initiatives toward positive change in the industry. Threats: 1. Long-Term Damage: The campaign could have a lasting negative impact on the brand's reputation, making it difficult to recover in the long run. 2. Competitive Pressure: Rivals may capitalize on the controversy to gain market share, posing a threat to Victoria's Secret's market position.

Strategic Recommendations With this new form of advertising, the main goal is to be authentic and genuinely caring about their customers and audience’s values, which are inclusivity, diversity, and realistic beauty standards that make women feel comfortable enough again to purchase the various products. Previous to the campaign, Victoria Secret has understood the backlash and have taken action to support different body types and adhere to idealistic beauty standards instead of making women feel insecure. However, for many years Victoria Secret has never taken constructive criticism from their audience about their runways and campaigns, which do not show body inclusivity or diversity and has created an unobtainable stigma within their demographic of women. Many people have reacted negatively to their response since it seems “forced and fictitious” (Hanbury 2023). Using surveys to allow their brand to connect with customer concerns and quickly act on it is one example of helping their rebranding process. Another suggestion would be to construct audience groups using important demographic and psychographic characteristics (such as age, gender, and geography) and lifestyle and interest characteristics and use these characteristics to customize campaign messages and images for each target segment. Even though building their sales and marketing strategies revolve around using influencers and celebrities to promote their products or participate in their shows, using realistic and diverse women that pertain to the public could be another effective way to show authenticity to their audience. The brand could use the controversy as a platform to educate the public about their initiatives toward positive change in the industry and help rebuild their brand to be genuine, transparent, and inclusive. References (2023). YouTube . Retrieved September 18, 2023, from https://youtu.be/vG_EuNjXPU0. Mary Hanbury, Á. C. (n.d.). The rise, fall, and latest stumbles of Victoria’s Secret . Business Insider. https://www.businessinsider.com/victorias-secret-rise-and-fall-history-2019-5#in- february-2020-the-company-announced-that-wexner-would-be-stepping-down-as-chairman-and- ceo-of-l-brands-but-would-stay-on-as-chairman-emeritus-and-sit-on-the-board-of-directors-at-

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the-same-time-it-announced-that-it-was-selling-a-55-stake-in-victorias-secret-to-private-equity- firm-sycamore-partners-30 The Victoria’s Secret fashion show 2023 - Harper’s BAZAAR. (n.d.). https://www.harpersbazaar.com/uk/fashion/fashion-news/a43232365/victorias-secret-fashion- show-returns/

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