Victoria's Secret reveals refreshed branding strategy in its transformation phase

Victoria's Secret has unveiled a new marketing campaign titled "Undefinable," marking a significant shift in the brand's approach. The campaign, which is set to last more than a season, is an integral part of the retailer's ongoing effort to be more inclusive and respectful towards women.

The photographs for the campaign were taken by renowned fashion photographers Luis Alberto and Harley Weir. The campaign will be showcased at Victoria's Secret's flagship store on 5th Avenue in Manhattan and in major cities like New York and Los Angeles. It will also be promoted broadly via social media.

The brand features A-listers like Bella Hadid, Hailey Bieber, and up-and-coming country singer Brittany Spencer in the campaign. This latest push by Victoria's Secret is a response to criticism that the brand has been outdated in its marketing message and merchandising approach for years.

Analyst Jessica Ramírez of Jane Hali & Associates noted that Victoria's Secret has been late to the game in terms of inclusivity and fit in the intimates category. The brand is also behind its competitors in terms of introducing period underwear and bras that fit women to their size.

The campaign is a response to the brand's recent struggles. In its most recent quarter, store visits were down, and net sales fell 6%, comps fell 8%, and profits declined. The results were in part due to the hit discretionary spending has taken amid stubborn inflation. The retailer also lowered its outlook for the year.

In an attempt to address these issues, Victoria's Secret has launched a new marketing campaign and made internal changes. The company merged its namesake and Pink brands under the same leadership. The brand also laid off 5% of its corporate workforce.

UBS analyst Jay Sole noted that the brand transformation may take longer than anticipated. However, Victoria's Secret Head Creative Director Raúl Martinez is confident that this campaign will "really cement our brand positioning and our commitment to our revolution and transformation."

The brand aims to position itself as a leader in inclusivity and diversity in the intimates category. This is a significant step for Victoria's Secret, which has faced criticism for its lack of representation in the past. With the "Undefinable" campaign, the brand is looking to redefine itself and appeal to a broader audience.

Victoria's Secret reveals refreshed branding strategy in its transformation phase