Victoria's Secret Inclusive Campaign Case Study
Background
Victoria's Secret has historically been known for its exclusive representation of beauty standards, primarily showcasing a narrow range of body types and abilities. However, in a shift towards inclusivity and diversity, Victoria's Secret aims to broaden its appeal and connect authentically with a wider audience, including women with disabilities.
Objectives
Expand Brand Representation: Integrate models of diverse abilities in campaigns to reflect the real customer base and societal diversity.
Increase Brand Loyalty: Engage with the disabled community through meaningful representation and products tailored to their needs.
Educate and Influence: Utilize the platform to challenge existing stereotypes and educate the audience about the diversity within beauty and femininity.
Strategy
Narrative Inclusion: Feature models with disabilities in mainstream and targeted campaigns to normalize diversity in beauty standards. Narratives will focus not just on inclusion for the sake of visibility but to highlight the individual stories and triumphs of these models.
Product Innovation: Develop and promote products that are accessible and appealing to women with diverse abilities, such as bras and lingerie with adaptive features that maintain the brand’s signature aesthetic appeal.
Community Engagement: Collaborate with influencers and activists from the disabled community to co-create content and receive genuine feedback on products and campaigns.
Tactics
Casting and Representation: Partner with agencies specializing in diverse talents to find models who align with the brand's new vision. Ensure authenticity in representation by involving talents in the creative process.
Adaptive Product Line: Launch a line of adaptive lingerie, thoughtfully designed to be both functional and fashionable, addressing specific needs like easy-to-handle closures, adjustable features, and supportive yet stylish designs.
Inclusive Marketing: Utilize a variety of media platforms, including social media, online, and traditional advertising, to showcase the inclusive campaign. Tailor content to show how the products meet the needs of disabled users without segregating them from the general consumer base. Work with Misfit Media to edit narrative and identify immediate partnership opportunities.
Community-Focused Events: Host pop-up events and fitting sessions that are fully accessible, featuring product demonstrations, Q&A sessions with designers, and opportunities for direct feedback. Work with Misfit Media to partner with local and national organizations and influencers to spread the word and invite members of the disabled community to attend.
Educational Content: Produce content that educates the public on the intersection of disability and fashion, sharing stories from the models and users who benefit from the adaptive product line.
Expected Outcomes
Increased Market Share: By appealing to a broader audience and fulfilling a market need, expect an increase in customer base and market share.
Brand Loyalty and Advocacy: Build deeper connections and loyalty with consumers who see their needs and representations taken seriously by the brand.
Positive Brand Perception: Shift the public perception of Victoria's Secret towards a brand that values diversity and inclusivity, aligning with modern values of beauty and representation.
Measurement
Sales Tracking: Monitor sales of the new adaptive product line and general sales trends post-campaign launch.
Engagement Metrics: Analyze engagement rates on social media and traditional media coverage, focusing on feedback from the disabled community.
Market Research: Conduct pre- and post-campaign surveys to measure shifts in brand perception among the target demographics.