at the intersection of brands, media and culture

Victoria’s Secret Has New Strategy to Push Up Sales

In Branding, Brands, communications, marketing, strategy on March 3, 2008 at 6:51 pm

Sexy Lingerie

Originally uploaded by savillon

Facing declining same store sales, the uppity-ups over at Victoria’s Secret (owned by the Limited Group) are vowing to get the brand back to its heritage. Little known to the outside world, the original brand was designed around the persona of “Victoria,” who was manor-born and lived in London according to its chief Sharen Turney.

It’s a timely get-back-to-heritage announcement given sales and the success of PINK, Victoria’s Secret’s college sub-brand which is likely putting pressure on the brand from the bottom…so to speak. So the strategy is sound, but how will they execute it?

Communications and product nomenclature is likely the first step but I doubt it will really sink in until the stores are redesigned to bring a bit of the sensuality back into the brand.

hat tip to Steve Portigal

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