Victoria’s Secret rebranding efforts listen to the customer

Maya Yegorova

Victoria’s Secret, the women’s intimate apparel retailer, is undergoing a brand transformation that involves building deeper connections with its audience.

Victoria’s Secret, the women’s intimate apparel retailer, is making a brand comeback that is both more inclusive and aims to build customer loyalty in new ways.

As an example of its retooled approach, the brand has implemented the following initiatives:

  • Launching the VS Collective, a program with well-known figures that advocate for issues like mental wellness, women’s sports and LGBTQ+ rights.
  • The first loyalty program in the brand’s history, allowing consumers to earn points when shopping in its Victoria’s Secret and PINK stores regardless of their payment method.

Such efforts are symbolic of a wider repositioning effort that seeks to...

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