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Victoria's Secret: The Way Back?

Lybe, Erika LU ; Mellin, Anna LU and Rufrancos Luna, Arantxa LU (2023) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20231
Department of Business Administration
Abstract (Swedish)
In 2022 Victoria's Secret had a brand awareness of 85% in the United States, a feat that any marketeer would perceive as great or even amazing. However, while brand awareness was high, revenues had been on a constant decline since 2017, continuing to show signs of uncertainty for the corporation.
It is possible that the history of the brand explains where it strayed from the path to success to a rockier road, and help us determine what decisions the board of directors should take next to put the brand back on top. The uncertainty of the previously successful brand has certainly caught the media's attention, with almost everyone asking the same thing: Will Victoria's Secret survive and thrive, or will it become a part of the history books?
Please use this url to cite or link to this publication:
author
Lybe, Erika LU ; Mellin, Anna LU and Rufrancos Luna, Arantxa LU
supervisor
organization
course
BUSN35 20231
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Victoria's Secret, Brand Reputation, Brand Strategy, Brand Identity Matrix, Re-branding
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9111796
date added to LUP
2023-03-13 18:05:36
date last changed
2023-03-13 18:05:36
@misc{9111796,
  abstract     = {{In 2022 Victoria's Secret had a brand awareness of 85% in the United States, a feat that any marketeer would perceive as great or even amazing. However, while brand awareness was high, revenues had been on a constant decline since 2017, continuing to show signs of uncertainty for the corporation. 
It is possible that the history of the brand explains where it strayed from the path to success to a rockier road, and help us determine what decisions the board of directors should take next to put the brand back on top. The uncertainty of the previously successful brand has certainly caught the media's attention, with almost everyone asking the same thing: Will Victoria's Secret survive and thrive, or will it become a part of the history books?}},
  author       = {{Lybe, Erika and Mellin, Anna and Rufrancos Luna, Arantxa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Victoria's Secret: The Way Back?}},
  year         = {{2023}},
}