Repositioning Victoria's Secret : a "sexy" makeover? / Tulsi Jayakumar, Rahul Mirchandani.

Format:

Book

Author/Creator:

Jayakumar, Tulsi, author.

Mirchandani, Rahul, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Victoria's Secret (Firm).

Clothing trade--United States.

Clothing trade.

Branding (Marketing)--Management--Case studies.

Branding (Marketing).

Corporate image.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Language Note:

English.

Summary:

In June 2021, Victoria's Secret (VS), a leading U.S. lingerie, clothing, and beauty retailing company known globally for its intimate apparel, replaced its glamorous models known as Victoria's Secret Angels with seven women achievers from diverse backgrounds in terms of race, age, size, and vocation, as part of a new initiative called "VS Collective." Through this initiative, VS sought to move away from its brand image of "sexy and glamorous"-which was seen as increasingly outdated-to become "the world's leading advocate for women." Some critics questioned the move. This case encourages students to appraise VS's repositioning, the motivations driving it, and the issues it raises. It allows students to apply textbook concepts of brand identity, brand image, and repositioning to VS specifically, as well as to analyze both why a company might seek such a repositioning and its potential for success.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-5296-1142-3

9781529611427

OCLC:

1362530394