Estudo de caso da Victoria’s Secret: ascensão, crise e o reposicionamento da marca

Abstract

This work analyzes the trajectory of Victoria's Secret, highlighting its initial success in the fashion market due to innovative marketing, which associated the brand with great models and the idealization of a perfect female body. However, this once successful strategy became problematic with the change in social standards, generating criticism and an image crisis. The study investigates, through systematic observation of the research object, the factors that contributed to the rise and decline of the brand, highlighting the importance of effective crisis management and strategic repositioning to adapt to new times. For the analysis of investigation, the work is based on the theoretical approach of Lipovetsky (2009) and his definition of fashion as a transformative agent of society and culture, Aaker (1996), applying his concept regarding the definition of repositioning and Coombs (2007) in its theoretical perspective regarding brand crisis management. The work consists of an approach to crisis management for a brand based on strategic communication planning in the face of social transformations and behavioral changes in the public.