BRAND DESIGN VICTORIA'S SECRET

By having a company with the brand image and brand identity aligned helps to keep customers satisfied. It helps increase the brand reputation and creates a brand that the customer trust and respect. Victoria’s Secret do not have these two aligned and are risking losing their remaining consumers if they don’t change the brand image. The identity that the brand is trying to communicate is not perceived in the way the want. It stands clear that the words sexy, iconic and powerful no longer align with the brand image. What was considered sexy 10 years ago is not the same today, it shows in the associations from the customers, and this is how the company is losing their customers. The words themselves have a new meaning and it is urgent for the brand to adapt to this to be able to keep and attract customers. In the visual and verbal audit they communicate something completely different than they stand for. It presents the models as young, fun, friendly 90’s supermodels, not as Iconic and powerful. They come with unattainable bodies and perfection, an ideal that the consumers no longer relate to nor desire. The solution is to work hard to identify the insights of the customers and adapt the visualisation of the brand to fit the consumers need. What is sexy, iconic and powerful today for the consumers and how can it be applied to Victoria’s Secret?