Victoria’s Secret, the undisputed leader in lingerie, realized it had to rethink its strategy and image to stay relevant and survive—let alone thrive—in a rapidly changing market as it’s competitors were making big impacts. So it launched new initiatives like the VS Collective and the VS Global Fund for Women’s Cancers. The VS Collective brought together a diverse group of women who embodied the brand’s new direction—people like tennis star Naomi Osaka, transgender model Valentina Sampaio, plus-size model Paloma Elsesser, actress Priyanka Chopra Jonas, and activist Amanda de Cadenet.

The Strategy!

• Embrace diversity and inclusivity: Celebrate women of all backgrounds, identities, shapes, sizes, and ages.

• Empower women: Inspire women to be confident, comfortable, and authentic in their own skin.

• Engage with customers: Listen to customer feedback and responds to their needs and preferences.

• Elevate creativity: Collaborates with artists and designers who bring fresh perspectives and ideas to the brand.

• Enhance social responsibility: Supports causes that matter to women, such as women’s health and education.

Bye bye Angels and Hello VS&Co.