Fashion Forward The Rebranding of Victorias Secret PINK

Fashion Forward The Rebranding of Victoria’s Secret PINK Sommer Baldwin Natalya Geremesz Meagan Lewis Susan. Townsend Sharron Woods

History • Victoria’s Secret founded by Roy Raymond in 1977 • Victoria’s Secret specializes in lingerie & beauty products • PINK brand founded in 2002 • Specializes in sports/yoga wear, makeup, underwear, pajamas, and accessories targeted at a younger age range • Partnership with sports NFL teams and collegiate apparel

Competition • Target’s Xhiliration line • American Eagles Aerie line • Forever XII’s lingerie line

The Problem • Clothes made for younger girls body type • Risque advertising • False body image • Targeting the wrong audience • Mom’s are buying the clothes

Solution • Target young girls that fit into these clothes, 14 -18 year olds • Separate stores not next to Victoria’s Secret • Location of separate stores in areas of malls placed near younger girls stores such as Aeropostale, and Justice, etc. • Young celebrity endorsers such as Selena Gomez, Taylor Swift, and Kylie and Kendall Jenner • Ads in young girls magazines such as Teen Vogue • Mail out coupons for subscribers to tween magazines such as Teen Vogue • School ID discounts

Magazine Ad 1

Magazine Ad 2

Mail Out

Coupon

The end!