Victoria's Secret, the leading intimate apparel brand, has long been known for its "Victoria's Secret Angels." However, in recent years, the brand has faced challenges, including criticism for lacking inclusivity and authenticity. This team project, undertaken as part of my strategy course at NYU, dives into Victoria's Secret’s rebranding journey and explores how the brand can foster a more inclusive, authentic connection with its consumers.

Our project focused on researching, planning, implementing, and evaluating a rebranding strategy aimed at helping Victoria's Secret transition towards a more inclusive and body-positive image. Through qualitative and quantitative research, we examined the brand's current state and identified key opportunities for growth.

The qualitative research involved analyzing media coverage, press releases, and the brand’s website to gauge public perception around Victoria's Secret and its rebranding efforts. Additionally, we conducted a social media audit, evaluating the brand’s content across various platforms to assess its impact on and engagement with its audience. One of our key findings highlighted the importance of improving inclusivity and diversity within Victoria’s Secret’s social media presence.

I specifically focused on the "Body Positivity Week Takeover," a recurring social media initiative where Victoria's Secret hands over its platforms to influencers who advocate for body positivity. This initiative seeks to inspire and engage audiences through content centered on fashion, health and wellness, and self-love, positioning the brand as more aligned with these values.