Problem: Many potential customers are uncomfortable with walking into a Victoria’s Secret store, or have little interest in the brand because they are intimidated by its high-class, supermodel-obsessed image.
Strategy: Show the “other” side of the brand, with materials and a message that are not intimidating. The image should be a more natural, yet still beautiful version of Victoria’s Secret.
Concepts: Many people buy Victoria’s Secret products because they are, quite simply, comfortable. These people do not have the bodies of supermodels, and may be somewhat unattracted to the brand’s image. Still, they choose this brand because of its superior quality, softness, and variety of color and style.
The secret is the comfort.