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Team Members:

Anna Berry
Amy Carr
Catherine Horton
Holly Jarvis
Poppy Burbidge
Sylvia Cundy

Keywords

• Empowerment
• Authenticity
• Trust

Summary

This project explores the strategic rebrand of Victoria’s Secret, analysing how the once-dominant lingerie brand lost relevance in a rapidly evolving, values-driven market. It explores key issues,including declining trust, outdated brand identity and weak innovation, while examining shifting consumer expectations around inclusivity, authenticity and sustainability. The project proposes a bold transformation strategy centred on transparency, women empowerment and emotional connection. By combining heritage with modern values, it reveals how the brand can rebuild loyalty, redefine its identity, and ultimately regain brand love.