BMCI Draft Final

How Can Victoria’s Secret Revitalise Its Brand Identity?
A Case Study Exploring The Influence Of Inclusive Marketing On

The UK Consumer Emotions.
Unit: Brand Management and Consumer Insights
Student Name: Nandita Mahajan

Student ID: 23031109
Course Title: MA Fashion Marketing and Global Cultures
Unit Leader: Prof. Julie Dennison
Word Count: ??
Executive summary
Companies use brand revitalization as a strategic endeavor to promote overall business

growth. This transformative strategy involves a major shift in the way the general public
perceives the company and its products. Usually employed in the mature or declining
phases of a product's life cycle, brand rejuvenation steers a business away from
obsolescence in an alarming period by acting as a corrective measure. Companies can
reposition themselves in the market, spark consumer interest, and adjust to shifting market
dynamics. This secures a long-lasting presence in the competitive market.
The research paper investigates the challenges faced by the once celebrated lingerie
brand Victoria’s Secret, its concerningly increasing disconnect with customer base over the
years, and ultimately gives recommendations for revitalising the brand. Three individuals
have been interviewed to get a better understanding of the brand’s standing in the market.
Two of the participants have already worked with the brand before as sales associates
where they got to interact with customers almost daily and observe their preferences,
perceptions, buying habits up close. While the third participant was a student, she has
been a regular customer of the brand In the past. All three of them gave great insights into
how the brand has been making active changes to keep more in touch with modern
consumer wants. However, it has also been mentioned that the brand’s recent efforts have
not been enough to translate into more customers. Hence, requiring an urgent plan for
effective revitalisation.
Table of contents
1. Title Page
2. Executive Summary
3. Table of contents
4. Introduction
4. 1 Research Question
4.2 Objectives
5. Brand and Consumer Analysis
6. Literature Review
7. Research design
8. Findings and Analysis
9. Recommendations and conclusion
10. References
11. Appendix
Introduction
Victoria's Secret is an internationally recognised American lingerie company that has made
a lasting impact on the fashion industry, with a notable emphasis on the UK. Known for its
glamorous allure and popular runway shows, Victoria's Secret has long maintained a
distinctive position in the intimate clothing industry. However recent challenges, along with
shifting consumer tastes and heightened competition, have tainted the brand's once-
unassailable!reputation, forcing it to go from administration to liquidation in the UK
market before returning back with 27 new stores. By examining the potential impact of
inclusive!marketing on the emotional!connection of UK consumers, the research aims to
provide strategic insights for revitalising Victoria’s!Secret.
Research Question
How can Victoria’s Secret effectively revitalise its brand identity in the UK market , and
what is the impact of these strategies on the emotional connection between the brand and
UK consumers?
Objectives
1. Analyse the challenges in Victoria's Secret’s evolutionary process along with the
historical shifts in consumer expectations that prompted the brand to reassess its brand
identity.
2. Assess the effectiveness of specific inclusive marketing strategies implemented by
Victoria's Secret.
3. Utilise interviews to explore the emotional connections between consumers in the U.K.
and Victoria's Secret before and after the brand revitalisation.
4. To provide strategic recommendations for Victoria’s Secret to rejuvenate its brand

identity, aligning it with the emotions of the U.K. consumer market.
Brand and consumer analysis
In 1977, Roy Raymond launched Victoria's Secret in San Francisco with the sole purpose
of establishing a high-end lingerie destination that allowed men a welcoming and pleasant
shopping experience, as opposed to the unfriendly environment of department shops.
(Chang, 2017) Victoria’s Secret focused on reinventing lingerie buying experience with its
emphasis on establishing an appealing and intimate atmosphere. According to Statista
(2020a) the company rapidly grew to become one of the most significant and
valuable brands in the global marketplace.
In an effort to cope with the shifting norms of society, Victoria's Secret is exploring inclusive
marketing strategies. With a wider range of sizes and ethnicities shown in its advertising,
the brand is endeavouring toward a more diversified image of beauty and body positivity.
Victoria's Secret offers a comprehensive!range of products, including lingerie, sleepwear,

beauty products, and fragrances. The lingerie!collections encompass a variety of styles,
from everyday!basics to intricate, fashion-forward designs, catering to diverse consumer!
preferences. The brand's fragrances and beauty!products complement its lingerie
offerings, providing customers with a holistic and immersive brand!experience.
Kapferer’s Brand Identity Prism
Current Market Performance Data
According to a report by Stocklight on Victoria’s Secret’s financials, (2023) in June 2020,

the Company went into administration due to difficult business results for the firm. The
Company and Next agreed to enter into a joint venture in
October 2020 to oversee its operations in the United Kingdom and Ireland. As per the
terms of the deal, Next owns 51% of the joint venture and is in charge of operations, while
the Company owns 49%.
The below table shows that the company had 26 running stores in 2020 in the UK and
Ireland which then got transferred to Joint venture by 2021.
Victoria’s Secret’s quarterly reports(2023) suggest that the brand’s sales for the
international market (including the UK) have dropped from $163.5 millions in the previous
year to $159.6 millions for the third quarter of 2023. Thus showing a decline in sales for
the brand.
Shemona Safaya(2023) stated that the total sales in stores of International market were
lower 11% and 2.4% respectively when compared to the previous year.
PESTLE Analysis
Political Economic
1. The whole fashion industry has been suffering
1. Jill Lawless(2022) suggested that the owing to the ongoing economic challenges
successive-resignations of UK Prime!Ministers faced by the UK. The purchasing power of the
Boris!Johnson and Liz Truss led to a state of consumers has decreased which in turn has
significant political-instability. This turmoil has resulted in lower sales. (Amrit, 2021)
caused apprehensions within the fashion
industry. Since the appointment of the new 2. Clothing manufacturing is known to be costly in
prime minister, Rishi Sunak, companies are the UK, prompting several giants to outsource
seeking increased support to enhance their their fashion production. In alignment with this
competitiveness on a global scale. trend, Victoria’s Secret sources its product
lines strategically from countries including Sri
2. According to Lucy Tobin(2019) the!UK imports Lanka, China, Vietnam, the United States and
approximately £10 billion!worth of clothes and Indonesia.
shoes from!Europe each year. Therefore, it
needs very good!relations with the European!
Union as much of the disruption is a bitter
aftermath of breaking off from them.
Social Technological
1. Research carried out by Angele Storey for 1. Intense online competition necessitates
Office for National Statistics U.K. (2023) Victoria's Secret to proactively embrace
indicates that the number of senior citizens in technology. With over a third of lingerie
the UK is rising. The percentage of people 65 consumers shopping online (Mintel, 2018) and
and older in the population is more than 18.6%. Britons spending an average of 24 hours a
This doesn’t bode well for Victoria’s Secret as week online (Ofcom, 2018), recognising and
it’s target audience is under 45. leveraging technological advancements,
especially through social media, is crucial for
2. In terms of inclusivity, diversity, and body Victoria's Secret UK to stay ahead in the online
image perceptions, Victoria's Secret must retail landscape.
adjust to shifting social norms. Through
proactive marketing efforts and product offers, 2. Moreover, incorporating virtual trial rooms can
the company can enhance their relationship enhance customer experience. Hysculpt(2023)
with their intended audience. (Madame Vision, reported that retailers who have already
2023) implemented such fitting rooms report a 23%
increase in their average orders.
Legal Environmental
1. To avoid any potential legal concerns, it is Environmental considerations have gained

essential Victoria's Secret must adhere with prominence among consumers, influencing their
strict data protection laws in the UK, especially purchasing decisions to favour sustainable
in light of the increased emphasis on customer practices. Alexy Kennedy (2023) suggests that
privacy and data security. Don-Alvin Adegeest Victoria's Secret should explore environmentally
(2018) observes that customers are becoming friendly initiatives, including sustainable material
increasingly aware of how their data is sourcing and reducing carbon footprint across their
handled, which makes it necessary for supply chain.
businesses to abide by laws like the General
Data Protection Regulation (GDPR). To gain
and keep the trust of customers, Victoria's
Secret needs to put strong data protection
rules in place and ensure that personal data is
processed legally and transparently.
2. The brand has to comply with the regulations

of labelling. It is imperative to specify the
garment's manufacturing location, material
composition, and flammability.
Target Customer Profile
In the research paper “Victoria’s Secret: A case study of maintaining brand relevance”
(2016) author Polina Ponomarenko argues that the customer profile for the brand is as
follows:
Demographics:
• Age group: 3 target demographics
- Mature women ie. 30-45

- Young adults ie. 18-29
- Men who shop for their partners
• Education: Degree
• Income: Middle to high income group
Geographic:
• Where live: Tier1 & Urban areas
Psychographics:
• Lifestyle: Fashion-conscious, health-conscious, and active.
• Personality: Confident, open minded, and style-conscious.
• Values: Values personal appearance and self-expression.
• Interests: Fashion, fitness, beauty, and self-care.
Basic Traits:
• Values a personalised shopping experience, exclusive offers, and promotions.

• Likes variety of lingerie styles, activewear for workouts, and comfortable loungewear.
• Puts quality above all.
• Desires to look and feel sexy.
Hobbies:
• Shopping
• Socialising
Perceptual Positioning Map

Based on the perceptual positioning map, Victoria's Secret is positioned somewhat in the
middle of the market, emphasizing both high quality and high prices. The brand has
effectively developed a reputation for offering a sumptuous in-store experience while
guaranteeing comfort for customers. This position has long drawn in customers looking for
premium lingerie.
When it comes to cost, Victoria's Secret is on a higher plane than significant competitors
like Skims and Calvin Klein. Although the brand's products are known for their excellent
quality, pricing puts them apart from more cost effective substitutes on the market.
Based on primary research, specifically Participant 2's insights, it has been noted that
consumers might be exploring their options, such Marks & Spencer, since it provides a
wider selection of sizing alternatives. The cost element also enhances the allure by
offering a more affordable choice without compromising quality.
In accordance to this positioning map, Victoria’s Secret may find it difficult to maintain its
grip on to buyers who are becoming more and more concerned with striking a balance
between quality, sizing options, and pricing.
Literature review
Brand Resonance Pyramid: Brand Construct Theory
Keller's Brand Resonance Pyramid is a structured framework that describes the stages of
consumer-brand relationships. It offers key insights on how brand identity plays a pivotal
role in creating resonance, where consumers develop a long-term loyal association with
the brand. Raut, Brito & Pawar (2020) define brand resonance as the “extent to which a
consumer develops strong behavioural, psychological, and social bonds with the brands
they consume.” This pyramid comprises 4 key levels, each representing a distinct facet of
brand resonance
1. Identity: At the base of the pyramid, the emphasis is on building well-defined brand’s
identity. This entails establishing brand awareness by fostering a distinct and memorable
brand presence. The process of creating brand image is just not limited to visual identity,
brand name and logo but rather crafting a narrative that resonates with the consumers.
This stage is the foundation upon which the entire framework rests, as it is pivotal in
shaping consumer’s long term relationship with the brand
2. Meaning: Moving up the pyramid, the meaning level focuses on the judgements &
associations attached with the brand. This determines consumer's personal thoughts,
perceptions, and evaluations of the brand image based on its values & attributes.
3. Response: At the third stage of pyramid, the emphasis is evoking customer’s emotions
& rational towards the brand. This allows customers to cultivate a deeper connection and
positive emotional response with the brand.
4. Resonance: At the peak of the pyramid, the resonance level represents the strongest &
most profound degree of consumer-brand relationship. Customers at this level create a
community, which is characterised by loyalty, strong advocacy, & deep emotional
connection with the brand. (Keller: 2009).
Therefore, the weaker the brand resonance, the greater the consumer’s dissonance with
the brand, and hence they will perceive a weaker relationship with the brand and vice-
versa.
ELM Model of Persuasion: Consumer Construct Theory
Model such as Elaboration Likelihood Model of Persuasion are set out to provide
advertisers/researchers with a framework to predict the effectiveness of marketing
communication, as it offers a clear guidance on understanding the ways in which
consumer attitudes might be developed or changed (and for how long) based on the length
and nature of thinking one engages in (Petty and Cacioppo, 1984). Shrum, Liu and Nespoli
(2012) state that the ELM is a framework aiming to maximise the “effectiveness of the
persuasion for messages”.
Petty and Cacioppo (1984) argues that there are two paths, central or peripheral, in which
an individual processes a persuasion. Although, the route chosen by the receiver depends
on its likelihood of evaluating the information presented, which in turn, is influenced by
one’s motivation and ability to process the same (Solomon et al. 2006). Factors that affect
a receivers motivation and ability are specific to the message context (message length,
repetition etc), or internal to the person (prior knowledge, emotional bias etc).
Central route
It suggests that consumer’s behaviour in the central route are formed only after they
extensively evaluate the message presented. Here, individuals analyse the the quality of
the arguments in terms of personal relevance, distractions, emotional biases etc. in order
to generate a response to the message (Solomon et al. 2006). If the arguments are
“strong”, attitude changes are favourable & enduring (Petty et al. 1983) and vice-versa.
Peripheral route
In contrary, consumer’s attitude in the peripheral route are developed when the consumer
isn’t motivated to evaluate the message or their ability to process is hindered. Solomon et
al. (2006) suggests that in this route, individuals don’t care about the message content,
instead they process the content surrounding the actual message (peripheral cues such as
visual or emotional appeals) which leads to short term and weak consumer attitude (Teeny
et al. 2017).
Hence, ELM suggests that if the message is considered relevant, then the processing will
take the central path where if strong arguments it will create strong favourable attitudes,
whereas if the message is irrelevant, then it will take the peripheral route and lead to weak
and unfavourable change (Dainton & Zelley, 2014).
Research design
My Research design strategy is a single exploratory critical case study using a mono
method qualitative research design. The research has been based on UAL Code of
Practice on Research Ethics 2020 with the consent of all the participants as provided in
the appendix.
Participant Table:
Reason to be
S. No. Occupation Gender Age Pseudonym
chosen
Former
Victoria’s
1 Student Female 21 P1
Secret Sales
Associate
Regular
2 Student Female 22 P2
customer
Former
Victoria's
3 Student Male 22 P3
Secret Sales
Associate
Interview framework:
I have utilised the Brand Resonance Model along with the concept of Inclusive Marketing
to develop my interview framework.
Proposed by Kevin Lane Keller, the model focuses on creating a strong and long-lasting
emotional connection between the brand and consumers. Whereas, inclusive marketing
emphasises the importance of appealing to diverse consumer segments.
I. Introduction and Background
1. Participant Information:
- Gather basic information about the participants, including demographics.
2. Perceptions of Victoria's Secret:

- Explore participants' familiarity with Victoria's Secret and its brand identity.
II. Brand Resonance Factors
3. Brand Awareness:
- Assess participants' awareness of the brand. How familiar are they with the brand's
messaging and marketing?
4. Brand Image:
- What adjectives would they use to describe Victoria's Secret? How does the brand make
them feel?
5. Brand Meaning:
- Explore the meanings participants associate with Victoria's Secret. What values or
lifestyle does the brand represent to them?
6. Brand Response:
- Examine emotional responses to Victoria's Secret. How do participants feel when they
think about or interact with the brand?
7. Brand Resonance:
- Assess the depth of the emotional connection participants have with Victoria's Secret.
Does the brand hold a special place in their hearts? Why or why not?
III. Inclusive Marketing Influence
8. Perceptions of Inclusivity:
- Investigate participants' perceptions of inclusivity in Victoria's Secret's marketing. How
diverse and inclusive do they find the brand's messaging and imagery?
9. Impact on Emotional Connection:

- Explore how inclusive marketing influences participants' emotional connection with the
brand. Does a more inclusive approach enhance or detract from their emotional
experience?
V. Conclusion
10. Closing Thoughts:

- Allow participants to share any additional thoughts or feelings about Victoria's Secret
and its potential for revitalisation.
Limitations:
One significant drawback of using interviews to gather data is the potential for interviewers
to share information selectively and to provide biased or misleading answers. Furthermore,
for an unspecified reason, one possible participant turned down the researcher's invitation
to take part in the study. The researcher's initial expectations regarding the amount of data
retrieved were not met, which had a minor effect on the data collection but had no overall
impact on the study. Additionally it is asserted that companies often present misleading
information based on the expectations of its stakeholders rather than the facts.
Findings and analysis
In this section, each of the themes will be discussed in detail in accordance to the primary
research which was conducted and analysed.:
1. Strategic Brand Rejuvenation:
The theme 'strategic brand rejuvenation’ stemmed from the participants’s opinions that
suggested that Victoria’s Secret has been taking active measures to adjust its image. From
fresh marketing campaigns using models of different ethnicities, age groups and sizes to
brining in more sizes the brand has surely been taking slow but steady steps.
(EuroWeekly, 2022) According to P1, while working at the flagship store, she saw the
changes firsthand when they started catering to sizes they didn’t before. Not only this, they
also dropped their famous ‘Angels’ to possess a wider range of different established
female representatives.
2. Performance Improvement Areas:
The theme ‘Performance Improvement Areas’ includes all the domains that can help
enhance the brand’s image. All of the participants mentioned that the brand’s ongoing
marketing strategies are either inefficient or not convincing enough. P2 took to comparing
the brand with its competitor, SavageXFenty, to state the difference in authentic inclusive
marketing and what felt like a “marketing gambit”. P1 also mentioned that even though the
brand has brought in a few bigger sizes, the customers are not aware of them, which
further goes on to show how the marketing strategies are failing to raise awareness to
draw in more customers. To quote P2, “Careful on what feels realistic and what feels kind
of forced, because that's a very thin layer”
To take a deep dive on objective 1, we are analysing Keller's Brand Resonance Pyramid
and its 4 stages:
Objective 1: Analyse the challenges in Victoria's Secret’s evolutionary process

along with the historical shifts in consumer expectations that prompted the brand to
reassess its brand identity.
1. Brand identity: In the initial years, Victoria’s Secret became immensely popular selling
lingerie designed and marketed through a male gaze. Capitalising on the sexualisation
of women, the brand did manage to make billions for itself but laid a problematic
foundation. The brand's focus on objectifying and strictly defining feminine beauty sent
it down a wrong path that had a detrimental impact on its reputation and image.
2. Meaning: Consumer perceptions are directly impacted by underrepresentation.

Negative effects on mental health were exacerbated by Victoria's Secret's marketing
strategy. Body image disorders, eating disorders, depressive mood, self-
objectification, anxiety related to weight, and body dissatisfaction have all been linked
to comparing oneself to the “thin-ideal” body. In addition to failing to appreciate
different body types, the brand's representation exacerbated negative social norms by
creating a toxic environment not only for the customers but also the models.
3. Response: With the shift in society the customers are drawn towards brands that are
inclusive and promote diversity. Thus the initial approach which was viewed as
aspirational and fantastical later became increasingly alienating and un-relatable. A
considerable movement away from the conventional paradigm pushed by Victoria's
Secret can be seen in the desire of modern consumers for companies that embrace a
more inclusive concept of beauty and reflect a wider range of body types.
4. Resonance: As the brand failed to establish an identity grounded in strong values and
attributes, the customers weren’t able to form either a deeper emotional connection or
a rationale with the brand. The absence of a meaningful brand identity along with
disadvantages including restricted sizes, price hikes, and increased competition in the
market encouraged many consumers to look into other brands while shopping lingerie.
As a result, Victoria's Secret encountered trouble retaining relevance and customer
loyalty among a customer base that was becoming increasingly selective.
To delve onto objective 2, we are analysing Elaboration Likelihood Model of Persuasion:
Objective 2: Assess the effectiveness of specific inclusive marketing strategies

implemented by Victoria's Secret.
Following a great deal of negative feedback from consumers, Victoria's Secret launched a
deliberate campaign to restore its reputation. Acknowledging that a shift was necessary,
the business adopted a number of marketing techniques meant to address complaints and
appeal to a wider range of consumers.
Even while the brand received a lot of attention from consumers and the media, its
attempts at reinventing themselves had issues translating publicity into actual growth
in revenue. The marketing initiatives undertaken by Victoria's Secret included campaigns
featuring a more inclusive representation of body types, increased emphasis on diversity,
and a departure from its traditional marketing approach. While these efforts succeeded in
sparking conversations and drawing attention to the brand's commitment to change, they
did not seamlessly translate into increased sales.
There could be a number of reasons for the discrepancy between increased visibility and
sales conversion. It's probable that the company dealt with persistent skepticism from
customers who doubted the sincerity of the modification or saw them as a hasty reaction to
criticism from the public rather than a sincere dedication to change. Furthermore, the
brand may have had deeply embedded perceptions among consumers, and the
messaging change may not have had a powerful enough impact to significantly alter
consumer behaviour.
As transforming consumer attitudes through the central route is more difficult to achieve
given the higher elaboration demands that are placed on the target audience. Victoria's
Secret focused on changing consumer behaviour through less demanding peripheral route
which turned out to be a hollow victory for them. Thus if they would have focused on taking
the central route by putting in genuine efforts in transforming their values, there could have
been a possibility of being successful in altering the customer emotions. However rather
they took a short cut and chose the peripheral route which resulted in short term and weak
involvement from their customers,
Recommendations and conclusion
After going through a substantial period of challenges in recent years, Victoria's Secret UK
went into liquidation and then reestablished itself through a joint venture. The company
currently runs 26 stores in the United Kingdom and Ireland. Yet, Victoria's Secret UK's
financial health remain suboptimal. It is evident from my primary research that the
company is actively making adjustments to be more inclusive. However, there is still
a substantial gap with respect to consumer expectations.
The company needs to take steps to revitalise the brand and gain back the lost share of
the market and here are some recommendations:
1. Adopting proactive initiatives that address women's issues—like funding breast cancer
research or raising awareness of women's mental health—would be extremely beneficial
for Victoria's Secret. Perspectives from P1 and P2, who emphasised the lack of
authenticity in the company's marketing activities, have shown that the brand has suffered
a major setback due to the loss of customer trust. For any substantial brand revitalisation,
overcoming this authenticity deficit is essential.
Victoria's Secret has the chance to regain customer confidence organically through
association with genuine and mission-driven causes. Focusing on women's issues not only
contributes to social responsibility but also enables the brand to connect with consumers
on a deeper level. This approach fosters a relationship that speaks to the beliefs and
issues of the target audience, going beyond straightforward marketing strategies.
2. Victoria's Secret may greatly benefit by increasing the range of products it offers to meet
the varied needs of female consumers and engaging with a more diverse demographic.
a. Wide range of sizes: Beyond just focusing on a variety of skin tones, the brand ought
to give special attention to providing a wide range of sizes so that every customer, no
matter what body shape, feels valued and at comfortable. According to P1, customers
would frequently come in and ask for larger-sized bras. They would even go so far as
to claim they were prepared to purchase it and wait weeks if needed, but they were
unable to obtain one due to severe uncertainty in stock. This demonstrates that
Victoria's Secret is losing out on sales even when there is demand. Victoria’ Secret
could also launch adaptable clothing lines that cater to customers with restricted
mobility, following in the footsteps of competitors like Skims, thereby empowering and
boosting confidence. This strategy would highlight the company's commitment to
diversity and provide as further evidence that its marketing initiatives are sincere
corrective actions rather than symbolic gestures. Furthermore, instead of restricting the
selection to plain white, black, brown, or nude lingerie it should be offering a wider
range of design aesthetics in those size such as options of sheer, lace, and other
patterns; thus having equal distribution of products in all sizes. This will enable it to
genuinely establish itself as a brand that honours and celebrates each customer's
distinctiveness.
b. Category expansion: Beyond its traditional focus on women's lingerie, Victoria's Secret
has a potential to enter the market for size-inclusive men's underwear, following the
footsteps of competitors like Savage X Fenty. By entering the men's underwear sector,
Victoria's Secret could substantially grow its customer base. Originally believed to be
a brand dominated by women, with men buying mostly for their partners, the
introduction of an inclusive men's underwear collection can effectively challenge this
dynamic. By doing this, Victoria's Secret broadens the audience it appeals to and
grows its market share by offering a wider variety of products that appeal to men who
value inclusion and style in underwear.
References
1. M. Rahman (2023) : PESTEL analysis of the fashion retail industry in the UK

https://www.howandwhat.net/pestel-analysis-fashion-retail-industry-uk/
2. Hysulpt(2023): Phygital Frontiers: How Fashion Is Exploring The Virtual World Of 3d

Assets
https://hysculpt.com/phygital-frontiers-how-fashion-is-exploring-the-virtual-world-of-3d-
assets/
3. Office for national statistics (2023): Profile of the older population living in England and
Wales in 2021 and changes since 2011
https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/ageing/
articles/
profileoftheolderpopulationlivinginenglandandwalesin2021andchangessince2011/2023-04-
03#main-points
4. McKinsey and NielsenIQ (2023) Consumers care about sustainability—and back it up

with their wallets
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-
care-about-sustainability-and-back-it-up-with-their-wallets
5. E-commerce in the United Kingdom (UK), Statista. Available at: https://

www.statista.com/topics/2333/e-commerce-in-the-united-kingdom/#topicOverview
(Accessed: 20 January 2024).Statista. 2020b. “Victoria’s Secret – Statistics & Facts.”
6. Tobin, L. (2019) How will brexit impact the UK fashion industry?, Evening Standard.
Available at: https://www.standard.co.uk/lifestyle/how-will-brexit-impact-the-uk-fashion-
industry-a3931611.html#:~:text=be massively disruptive.-,’,in the British fashion industry.
(Accessed: 02 January 2024).
7. How will Brexit impact the UK fashion industry (2021): //www.standard.co.uk/lifestyle/

how-will-brexit-impact-the-uk-fashion-industry-a3931611.html#:~:text=be massively
disruptive.-,',in the British fashion industry.
8. Vision, M. (2023) The transformation of victoria’s secret, Medium. Available at: https://
medium.com/@madamevision/the-transformation-of-victorias-secret-f0ad1cd2e98e
(Accessed: 04 January 2024).
https://www.coursesidekick.com/business/329840
9. Alexy kennedy (no date) Alexy kennedy- final major writing assignment (PDF), Course
Sidekick. Available at: https://www.coursesidekick.com/business/329840 (Accessed: 12
January 2024).
10. Shemona Shafaya (2023) : Victoria’s Secret & Co slips into red in Q3
https://www.just-style.com/news/victorias-secret-co-slips-into-red-in-q3/
11. 2023: Victoria’s Secret & Co. Reports third quarter 2023 results within previous
guidance range; November sales growth supports view of Company's fourth quarter sales
and earnings expectations: https://uk.marketscreener.com/quote/stock/VICTORIA-S-
SECRET-CO-125041255/news/Victoria-s-Secret-Co-Reports-third-quarter-2023-results-
within-previous-guidance-range-November-45475374/
Appendix
1. Product lines and collections:

2. The brand of Victoria’s Secret:
3. Interview transcripts:
Interview Transcript Codes Categories
I: Hi. Good a ernoon. I'd like to start with giving you a

basic overview of the study. We are exploring
Victoria's Secret brand iden ty and inclusive
marke ng in the UK. Can you please state your age?
P 21
1:
I: Great. And you've worked in the Victoria's

Secret UK as a sales associate?
P Yeah, I was at the London agship store on Bond

1: street for about three to four months in 2022.
I: Great. Could you give a brief overview of your

role?
P So my role as a sales associate was basically

1: selling the product to the customer. We were all
assigned to different collections of the brand,
assigned to different locations in the store itself.
And through very extensive product and brand
knowledge, we had to measure the customers
and depending on their personal preferences,
sizing and things like that, recommend the best
collection line or sizes or the exact product type
that our brand had to the customers that t the
brief and what their requirements were.
Essentially, that was the major part of what we
did. But apart from that, we were also responsible
for billings. So swift billings and transactions. So
handling a lot of money and keeping the store
neat and adhering to all of. Was that adhering to
the store? Sorry, I can't nd that word that I'm
looking for. Yeah. Keeping the whole store clean
and organized, listed according to collections,
annotated by sizes and colors. So it's easy for
customers to kind of locate what they're looking
for and also help customers do the ttings itself in
the tting room. So a lot of the times we'd get
new customers or people who are looking to nd
their correct bra sizes and to kind of just guide
them through the whole process of that was
essentially what we did.
fi
ti
ft
fi
ti
fl
fi
fi
fi
I: Great. So from your time as a sales associate,

how did you perceive the customer's
awareness of Victoria's Secret? And were
there any common questions or
misconceptions that the customers had?
P I think because this was in London, on Bond

1: street, we got a lot of international clientele, and
it's hard to generalise, but because we just got
like a very broad variety of people into the store.
So there were people who were coming in for
their rst ever bra, so, like 14,15 year olds or
there were loyal customers coming back to
restock their favourite bras, that kind of thing. So
there were people from every kind of pyramid of
the buyer of the consumer market. But I think the
general thing that we did see, especially with new
customers, was that they were quite surprised
when. So this was around the time when I was
working there. It was around the time when they
just got new mannequins which was not just, like,
size zero like they had in the past, but they kind
of started having slightly bigger models. I
wouldn't call them plus size, but Victoria's secret
standards, like, original standards wise, they
were de nitely plus size. So that was kind of like
when you entered the store and the sales
assistant started talking to a customer. Then they
kind of realized that, okay, it's not just for the (1) Lack of
petite girlies anymore, which was still, like, a very awareness of
strong misconception that people were still sizes
walking around with.(1) And other than that, I
think people like Victoria's Secret sales
associates are notoriously known for jumping on
their customers, just being overexcited and things
like that. But then a lot of customers did say that
our help was very helpful, and it really didn't feel
very intimidating, which is what a lot of people
thought of before coming into the store. So those
are some things that I think I notice the most.
Yeah.
I: In your interactions with the customers, were

there any speci c adjectives used to describe
the brand?
fi
fi
fi
Interview Transcript Codes
I: Good evening! This is an interview

regarding Victoria's Secret brand
identity and inclusive marketing in the
UK. Could you please start by
providing some basic information
about yourself such as your age, your
occupation and what you’re currently
doing in the UK.
P Hi, I am 22 years old, currently I am a student at

2: the University of Manchester pursuing BSc
Honours.
I: How familiar are you with the brand

Victoria’s secret? Have you been a
customer and if so, for how long?
P I’m quite familiar with Victoria’s Secret, it’s a very

2: popular brand. I used to be a fairly regular
customer earlier but in the past few years their
prices have raised through the roof so I’m not that
regular anymore I’d say.
I: Okay, so what comes to your mind when you

think about Victoria’s Secret?
P Obviously the colour pink comes to mind, sexy,

2: lingerie, Victoria’s Secret’s models, fashion show.
I: How aware are you of Victoria’s Secret’s

products, messaging and visual elements ?
P I think Victoria’s Secret has great awareness with

2: their Marketing; I obviously follow their Instagram
page so there is social media and also the models
are quite iconic as well, so I personally think they
get quite a lot of awareness due to their
advertising.
I: As you just mentioned advertising, Can you recall any
recent promotional activities?
P Yes, I recently saw their “My Wings My Way” Campaign, in

2: which all the Victoria’s Secret models chose their own wings.
I: Okay, there is an image on your screen right now, are you

aware of this part show part documentary?
P Yes, I saw the #TheTour23 post on Instagram. (1) (1) High brand recall
2:
Great, when you think of Victoria’s Secret are there any
speci c adjectives that come to mind to describe the
brand and how does the brand make you feel?
P The adjectives that come to my mind are sexy, sort of

2: unattainable as well, I think the brand makes me feel a little
insecure because I think they have set a standard of what a
perfect body is supposed to be.
I: Do you think Victoria’s Secret represents a particular type

of person or lifestyle ?
P Yes, very recently they’ve started becoming inclusive but

2: earlier they used to sell a particular type of person, basically
they’re all about ‘sex sells’ so the image used to be tall,
white, glamorous models with really long legs. But in reality
that’s not how everyone looks in real life.
I: Can you share any speci c emotions or feelings that the

brand triggers for you?
P Yes, the brand does make me feel insecure about myself. (2) Insu cient store merchandise
2: They are trying to be more inclusive now but I still feel
whenever I go to the store I can not always nd my sizes(2).
So it doesn’t make me feel very good about my body.
I: So, to what extent do you feel emotionally connected to

Victoria’s Secret or have felt and does the brand hold a
special place in your heart now?
P I think I am emotionally connected to Victoria’s Secret in a

2: way that I love the VS angels, they are super iconic. However,
as I mentioned earlier, they're not as inclusive as they should
be so I don’t think the brand as a whole holds a special place
in my heart anymore.
fi
ffi
fi
fi
P I think just words like elegant, comfortable,

1: inclusive, started; we were told to start using that
word a little bit more, because we also started
having maternity bras and mastectomy bras, so
in that sense. But, yeah, those were some of the
words that we were using quite a lot. Some of
those.
I: Okay, so what values or lifestyle do you think

Victoria's Secret conveys through its product
and the store experience?
P Before I worked there, I thought it was a lot about

1: just feeling sexy and looking good for yourself
and maybe for others, whatever you choose. But
I had a very, like, personally as well and I think
this is what a lot of customers had as well; had a
very different, like, this is meant for just some
people, and personally as well. I'm not, like, the
tiniest size, so I never thought that I would be a
Victoria's Secret girl because I didn't really wear
lingerie from Victoria's Secret either. But as I
started working there, I think I realised that (2) Progressing
Victoria's Secret is, like, it could be for everyone, inclusivity
because they started having all of these options, measures
and they really did cater to not the needs, but to
the wants of a lot of different demographics as
well, which was quite nice to see. (2) And then
honestly, just seeing any girl of whatever age
walk in and nd her brand fall in love with that
collection was amazing.
I: Okay, so were there any particular products

or marketing messages that stood out in
eliciting any emotional responses from the
customers.
fi
P As I just said, I think because buying bras is a

1: very intimate experience for the customer as well
as us as sales associates. It's like you really have
to get to know that customer quite intimately
based on what their body is. First of all, because
we size them, we kind of do those checks, right?
Ask them all of these questions about what they
want and what they feel comfortable in. So I think
just getting to know those customers, to make the
correct kind of recommendations to them was a
very big part of this job as well. And that kind of
like, one time I helped this 13 year old indian girl
buy her rst bra, and she fell in love with the
recommendations I gave her. And that was just a
very sweet thing to see. So despite all the
negativity we see about the brand online, there (3) Mixed
are a lot of positives as well, because a lot of perceptions
females really nd their femininity with Victoria's
Secret(3), which I think is, like, emotionally, that
was also kind of the message that we were asked
to deliver to our customers, and they did
experience that after a good day of customer
service.
I: Right. Okay, so talking about inclusive

marketing in uence, how did inclusive
marketing affect your interactions with the
customers? And did inclusivity play a role in
the way customers approached and engaged
with the brand in any way?
fi
fl
fi
P yes and no. I think because in store, we started

1: stocking sizes that weren't stocked before in
terms of bigger sizes. but even those bigger sizes
weren't really, like, big sizes, if you know what I
mean. They were just regular sizes. so, yes and
no, in the sense that, yes, I did have the
opportunity, and I did see the shift. kind of that.
Okay, we do have a 36 triple D available, but, no,
36 double D available. But then we don't have
anything beyond that. And a 36 double D. Yeah,
it's a big size, but it doesn't t, like, the bigger
sizes that we generally talk about and see. So we
did get a lot of customers, and they're like, oh,
we're seeing now that Victoria's Secret, it's trying
to be more inclusive. So do you have a size for
me? and sometimes I was able to say yes, and
sometimes I had to say no. So it was on the way (4) Progressing
of being more inclusive. And there were sizes inclusivity
that, like, bigger sizes available online, but there measures
was still, like, a smaller section in store. But I
could see that the change was there(4), if that
makes sense.
I: So would you say that Victoria's Secret still

has a long way to go when it comes to
inclusivity?
fi
P Again, yes and no, because they are making

1: those changes, and I think they're de nitely, like, I
also worked there now a year and a half ago, but
even that time, I did see that the changes were
happening, and there were slightly bigger (5) Gradual
women. I did hear them say ve years back or perception shift
three years back, I couldn't buy anything here,
and only my sister could get something. But now I
leave with something as well.(5) But I think
customer and public perception wise, it still has a
long way to go because of how it was branded.
So in that sense, there's still a lot of scope for
improvement, and it just will take a lot of time to
make that shift, but they're de nitely trying to do a
lot more. but that being said, again about
inclusivity, the recent Runway show with all the
inclusive models, as amazing as it was to see
that and to see that, okay, I'm sure these models (6) Progressing
and these people on the Runway never really inclusivity
thought about being on the Runway, which I think measures
is so true for most of them, because it was
always just the angels(6), but they have to be
very careful. Careful on what feels realistic and (7) Inef cient
what feels kind of forced, because that's a very marketing
thin layer. And we did see a lot of customers in strategies
those discussions call it out.(7)
I: I think that was the main comment about after

the marketing that everyone just called it out
and people were like, it's okay, you can give
us the angels back, but we just want the right
sizes.
P Exactly. Yeah, it will take a really long. Even

1: though they say they have these sizes available.
Even when I was working there those sizes were
almost never actually available. So on paper, yes, (8) Uncertainty
we have this big size, but even when the in stock
customers asked, “Can you order it? I don't mind
waiting for whatever number of weeks.” I didn't
know, because I don't know if we'll actually end
up getting that shipment or not. So that was kind
of still something that needs to change. (8)
fi
fi
fi
fi
I: Okay. So last question, as a former employee,

how do you perceive Victoria's Secret in
comparison to other lingerie retailers,
especially regarding inclusivity?
P Yeah, 100%. So I think we should, instead of just

1: judging and being one of the people online
passing those comments, I think we should
de nitely acknowledge that the change is
happening and just be patient because they can
see that the marketeers there and the branding,
everybody there can see what we need now. So
it's de nitely happening, but I think we just need
to be patient.
I: Okay, that was the interview. Thank you.
Interview Transcription Codes
I: Good evening, this is the interview regarding

exploring Victoria's secret brand identity and
inclusive marketing in the UK. Let's start with
introduction and background. What is your age?
P My age is 22
3:
I: Can you please provide some basic
information about yourself, your role at
Victoria's Secret, such as the duration of your
employment and the primary responsibilities?
P So, I was working at Victoria's Secret as sales

3: associate. Before that, I was working with a
clothing brand called Sandro. I was responsible
for increasing revenue by directly selling to
consumers. Making connections with several
clients. Provide engaging options for bras and
other product categories. Assist clients in getting
the ideal bra fit by measuring them or doing a
fitting.
I: Okay, perfect. As an employee of Victoria's

Secret, how would you describe the current
brand identity of the company?
fi
fi
P So, the Victoria brand is like status of lingerie

3: industry, like glamorous, sophistication and that's
the fantasy, you know. Victoria's Secret is like
synonymous with femininity. Their product ranging
is like beauty items to make a woman feel like
confident and sexy and beautiful. And it's also like
fashion forward and trend setting. And it's very
luxurious and the quality, they really take care of
the quality. So, we make sure the consumer feel
like comfort and more durability and luxurious
feel. It's very glamorous and elegant. And it's also
empowerment and even fantasy, we do really
take care about marketing and storytelling. We
believe mostly in that and we do notably like
storytelling approach to the customers through
our marketing.
I: Okay, so moving on to the brand awareness.

In your experience, how aware do you think
the customers are of Victoria's Secret? Are
there specific aspects of the brand such as
products, messaging or visual elements that
customers tend to be more familiar with?
P I think the products of Victoria's Secret is aware

3: for its lingerie like bras and panties. The brand's
beauty products like fragrance and mists, that's
the significant recognition of Victoria's Secret. And
the products often associated with high level of
quality and the specific style that blends both
comfort and sensuality. And also, we do the
fashion shows, the Victoria's Secret fashion
shows. So, we do it for the brand image, you
know, the brand public image. And these shows
known for their glamour, elaborate costumes,
celebrity models, influencers. Even though the
annual show was recently discontinued, but it left
lasting impression in the minds of many, many
consumers. And like, you know, the famous
Victoria's Secret angels. The concept of this like
very high profile model represent the brand. Like,
you know, Yasmin Pleats, Nicola, these are the
very high profile models. We use them to, you
know, our brand image. And even the celebrity,
they use our brands. So, this shows like it helps
the brand image towards the consumer as well.
And then marketing campaigns are like I talked
before, like, we make sure the high quality, visual
striking imagery. The campaigns to build a sense
of glamour, sophistication and elements of brand
identities. And body positivity. Very recently, they
did the campaign about the body positivity. Like,
making shifts into branding and marketing to (1) “catering to modern consumer
embrace any body. This change, you know, aimed values”
at catering to modern consumer values and
criticism of the brand's historical image.(1) And
also gain significant attention.
I: So, as you talked about brand image, do you

think there are any specific adjectives or
words that are commonly used by the
customers to describe Victoria's Secret or
how do they generally perceive the brand?
P Like, glamorous is very, like, a common thing.

3: Luxurious. Feminism. These are the words.
I: So, in your opinion, what values or lifestyle

does Victoria's Secret represent to
customers? And are there certain aspects of
the brand that customers particularly
associate with?
P In my opinion, so, like I said before, it's trendy, it's

3: in fashion only, and aspiration and fantasy. The
angels collection I talked about before. And it's
glamorous and luxurious. And the thing is self-
care. So, for many consumers purchasing from
Victoria's Secret is seen as a form of self-indulge
or self-care. A way to treat oneself with luxurious,
high-quality products. So, the customer
particularly associates with these aspects of the
brand for various reasons, such as personal
values, desire, lifestyle.
I: Okay, great. So, from your experience, how

does the inclusive marketing approach
influence customers' emotional connection
with Victoria's Secret? And have you noticed
any changes in customer sentiment due to
these efforts, the recent efforts that Victoria's
Secret has been taking?
P You see, marketing often makes brands more

3: relevant and resonate with a broader range of
customers. So, people can see themselves
represented in a brand's messaging and
products. So, it can relate to a stronger emotional
connection as they feel acknowledged and
valued, self-valued. And the trust, I can say the
greater trust and the loyalty towards customers.
We provide, so we want our customers to be loyal
to us and be loyal to our customers and give the
best service and the product. So, it includes
building credit towards the brand and the
customers and the community building as well.
Like, for example, marketing can foster a sense of
community among customers when people from
various backgrounds feel included. Like, they are
more likely to engage with the brand and with
each other, creating a supportive community
around the brand. So, it can be a positive
reception as well. Many customers have positively (2) Inclusive shift appreciated
received that Victoria's Secret shift towards more
inclusivity, appreciating the brand efforts to be
more representative.(2)
I: How do customers compare Victoria's Secret

to its competitors, especially regarding
inclusivity? And are there particular brands
that customers view as more inclusive? And if
so, how does that impact their perception of
Victoria's Secret?
P Competitors if you know Aerie, SavageXFenty by

3: Rihanna and Calvin Klein so these are our
competitors. But we definitely care more about
the brand reputation and brand value which can
influence customer perception as we are
genuinely committed to inclusivity and the
customers may have more positive view towards (3) Customer perception shift
Victoria's Secret and that's how we are long
lasting in the market.(3) Victoria's Secret has
made efforts to address these concerns by
rebranding, diversifying in its marketing (4) Active re-branding efforts
campaigns, expanding its size ranges and
focusing more on inclusivity.(4) however the
impact of these changes on customer perception
like may vary; some customers may continue to (5) Preference for history of
prefer brands that have a longer history of inclusion
inclusion.(5) The things that impact on the
customer are the brand reputation and the image
if we have customer loyalty and a brand value in
the market then the customer will go directly to
the brand. So I think that's the thing I can say
about this question yeah, I hope you got your
answer.
I: Yes totally, thank you so much, I think that

was it. Thank you so much for your time.
4. Thematic Analysis
Themes Strategic Brand Rejuvenation Performance Improvement Areas
Brand
Sub- Evolving brand Inventory Performance
transformation
Themes image Discrepancies Improvement Areas
initiatives
Catering to modern Gradual

Uncertainty in stock Inauthentic messaging
consumer values perception shift
Changing
Active re-branding Insu cient store
customer merchandise
Marketing gambit
efforts
perception
Codes Progressing Inclusive shift Ine cient marketing

inclusivity measures appreciated strategies
Losing regular
customers
Lack of awareness of
sizes
ffi
ffi
Participant 1 consent form :
INVITATION TO PARTICIPATE IN A RESEARCH

PROJECT
PARTICIPANT INFORMATION
Project Title: How Can Victoria’s Secret Revitalise Its Brand Identity? A Case Study
Exploring The Influence Of Inclusive Marketing On The UK Consumer Emotions.
Student Lead: Nandita Mahajan
Email address: nanditamahajan0@gmail.com
Phone number: +44 7774201382
Dear Devanshi Bhandari,
You are invited to participate in:

The research to study how Victoria’s Secret can effectively revitalise its brand identity in
the UK market through inclusive marketing strategies, and what is the impact of these
strategies on the emotional connection between the brand and UK consumers?
Please read this sheet carefully and be confident that you understand its contents before
deciding whether to participate.
Why have you been approached?

You have been approached to participate in this research study because of your valuable
insights and experience as a [Victoria's Secret Employee]. Your perspective is crucial to
understanding the dynamics of Victoria's Secret's brand identity, with a specific focus on
the influence of inclusive marketing on consumer emotions in the UK market.
If I agree to participate, what will I be required to do?

By agreeing to participate, you will be asked to engage in a one-on-one interview lasting
approximately 15 minutes. During the interview, you will be invited to share your
experiences, observations, and opinions related to Victoria's Secret, its brand identity, and
the impact of inclusive marketing on consumer emotions.
What are the possible risks or disadvantages?
There are minimal risks associated with participating in this interview. However, discussing
sensitive topics related to brand perceptions and marketing strategies may evoke personal
opinions that participants may find uncomfortable. You are encouraged to skip any
questions you feel uncomfortable answering, and your responses will be treated with
confidentiality.
What are the benefits associated with participation?

Your participation will contribute valuable insights to the research study, aiding in the
exploration of how Victoria's Secret can revitalize its brand identity. Additionally, your
perspective may help identify opportunities for improvement and positively impact the
future marketing strategies of Victoria's Secret.
What will happen to the information I provide?

The information you provide during the interview will be treated with strict confidentiality.
Your responses will be anonymized, and any personal identifiers will be removed from the
data. The aggregated findings will be used for research purposes, and the results may be
shared in academic or professional forums. Your individual responses will not be disclosed
without your explicit consent.
What are my rights as a participant?

• The right to withdraw from participation at any time
• The right to request that any recording cease
• The right to have any data withdrawn and destroyed, provided it can be reliably
identified, and provided that so doing does not increase the risk for the participant.
• The right to be de-identified in any photographs intended for public publication,
before the point of publication
• The right to have any questions answered at any time.
Whom should I contact if I have any questions or want to withdraw my consent?

Nandita Mahajan
Email id: nanditamahajan0@gmail.com
PRIVACY NOTICE
Your personal data will be processed by UAL on its managed systems for research
purposes with your explicit consent.
Your personal data will be anonymised from the day the interview is conducted till 23rd
January 2024 and deleted on your request or after the project end date 23 January 2024.
You can find more information about UAL and your privacy rights at www.arts.ac.uk/
privacy-information.
CONSENT TEMPLATE
1. I have had the project explained to me, and I have read the information sheet
2. I agree to participate in the research project as described
3. I agree to the items checked below:
to be interviewed
that my voice will be audio recorded
that information obtained may be published in an anonymised form.
4. I acknowledge that:
(a) I understand that my participation is voluntary and that I am free to withdraw

from the project at any time and to withdraw any unprocessed data previously
supplied (unless follow-up is needed for safety).
(b) The project is for the purpose of research. It may not be of direct benefit to me.
(c) The privacy of the personal information I provide will be safeguarded and only
disclosed where I have consented to the disclosure or as required by law.
(d) The security of the research data will be protected during and after completion
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and Art.9(2)(a) for my personal data to be processed by UAL as indicated on this form,
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Participant: Date: 08/12/2023
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PROJECT
Phone number: +44 7774201382
Dear Abhedika Khattar,




confidentiality.




Nandita Mahajan
PRIVACY NOTICE
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PROJECT
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Dear Mohit Kalra,




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How Can Victoria’s Secret Revitalise Its Brand Identity?

A Case Study Exploring The Influence Of Inclusive Marketing On

Unit: Brand Management and Consumer Insights

Student Name: Nandita Mahajan

Companies use brand revitalization as a strategic endeavor to promote overall business

5. Brand and Consumer Analysis

8. Findings and Analysis

9. Recommendations and conclusion

4. To provide strategic recommendations for Victoria’s Secret to rejuvenate its brand

Brand and consumer analysis

Victoria's Secret offers a comprehensive!range of products, including lingerie, sleepwear,

Current Market Performance Data

According to a report by Stocklight on Victoria’s Secret’s financials, (2023) in June 2020,

1. To avoid any potential legal concerns, it is Environmental considerations have gained

2. The brand has to comply with the regulations

Target Customer Profile

• Age group: 3 target demographics

- Mature women ie. 30-45

• Where live: Tier1 & Urban areas

• Values a personalised shopping experience, exclusive offers, and promotions.

Perceptual Positioning Map

Brand Resonance Pyramid: Brand Construct Theory

ELM Model of Persuasion: Consumer Construct Theory

I. Introduction and Background

2. Perceptions of Victoria's Secret:

II. Brand Resonance Factors

III. Inclusive Marketing Influence

9. Impact on Emotional Connection:

10. Closing Thoughts:

Findings and analysis

1. Strategic Brand Rejuvenation:

Objective 1: Analyse the challenges in Victoria's Secret’s evolutionary process

2. Meaning: Consumer perceptions are directly impacted by underrepresentation.

To delve onto objective 2, we are analysing Elaboration Likelihood Model of Persuasion:

Objective 2: Assess the effectiveness of specific inclusive marketing strategies

Recommendations and conclusion

1. M. Rahman (2023) : PESTEL analysis of the fashion retail industry in the UK

2. Hysulpt(2023): Phygital Frontiers: How Fashion Is Exploring The Virtual World Of 3d

4. McKinsey and NielsenIQ (2023) Consumers care about sustainability—and back it up

5. E-commerce in the United Kingdom (UK), Statista. Available at: https://

7. How will Brexit impact the UK fashion industry (2021): //www.standard.co.uk/lifestyle/

1. Product lines and collections:

I: Hi. Good a ernoon. I'd like to start with giving you a

I: Great. And you've worked in the Victoria's

P Yeah, I was at the London agship store on Bond

I: Great. Could you give a brief overview of your

P So my role as a sales associate was basically

I: Great. So from your time as a sales associate,

P I think because this was in London, on Bond

I: In your interactions with the customers, were

I: Good evening! This is an interview

P Hi, I am 22 years old, currently I am a student at

I: How familiar are you with the brand

P I’m quite familiar with Victoria’s Secret, it’s a very

I: Okay, so what comes to your mind when you

P Obviously the colour pink comes to mind, sexy,

I: How aware are you of Victoria’s Secret’s

P I think Victoria’s Secret has great awareness with

P Yes, I recently saw their “My Wings My Way” Campaign, in

I: Okay, there is an image on your screen right now, are you

P The adjectives that come to my mind are sexy, sort of

I: Do you think Victoria’s Secret represents a particular type

P Yes, very recently they’ve started becoming inclusive but

I: Can you share any speci c emotions or feelings that the