Brand Authenticity, Secret Brand

Observing Wexner as he leads the $8 billion business is kind of like watching Neil Diamond perform. The direction is clear, the execution precise, the performance consistent, the business strategies sound and proven, and the values noncontroversial. But a Madonnalike sense of control and evolution lingers throughout the corporation, keeping Limited Brands fresh and sexy in its quest for increased profits and market share. Examining Victoria’s Secret, arguably its most recognized brand, reveals insights into: S The use of controversy in capitalizing on a brand S The use of sexuality and sexiness in selling positioning, and promoting brands S The role of brand authenticity in connecting with fans S The role of logistics and operations in executing a brand promise Wexner changed the nature of retail branding by creating stores that are brands, instead of stores of brands that are controlled by manufacturers. Victoria’s Secret is the store; Victoria’s Secret is the brand; Victoria’s Secret is the experience.

This Ain’t Your Grandma’s Underwear The Victoria’s Secret brand embodies sex. Its catalog has achieved iconic status in American culture, constantly mentioned on television sitcoms and by Hollywood stars. It draws megadoses of media attention. It causes chaos when it arrives in households, as brothers duke it out for first viewing rights. Reactions from raving fans have made the catalog and the brand the standard of sexiness in mainstream America.

Taking underwear from the “unmentionables” category to the “talked about” category and thereby redefining the lingerie market, Victoria’s Secret represents true brand authenticity among its fans. Its authenticity is bolstered by a diverse portfolio of models from Claudia Schiffer (the German classic blonde) and Tyra Banks (AfricanAmerican) to Yasmeen Ghari (Canadian, Pakistani, and German all in one) and Karolina Kurkova (the latest tall, blonde Czech). Individually, they represent many personalities and definitions of beauty. Collectively, they give the Victoria’s Secret brand a culturally diverse but global personality of sexiness, sophistication, and beauty.