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Transcript of Victoria's Secret
“Offer captivating experiences and make customers feel sexy, sophisticated and forever young.”
New Mission Statement
“Victoria’s Secret is committed to offering captivating customer services and driving long-term loyalty, through satisfying and catering to the needs of all beautiful, unique body types in our target market, allowing them to feel confident and comfortable with themselves.”
Statistics about Body Image
Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape
The "Perfect Body" Campaign
Other Brands vs. Victoria's Secret
Ad campaigns that lack a true and valuable image
Maria Beneventano, Victoria Chin, Samantha Ebrani, Brianna Nibbe, Alexis Perry, Jeanette Reyes
Only 5% of women naturally possess the body type often portrayed by Americans in the media
One in every three (37%) articles in leading teen girl magazines also include a focus on appearance
In a survey of girls 9 and 10 years old, 40% have tried to lose weight
Founded in 1977 and based in Reynoldsburg, Ohio
Largest American retailer of lingerie and also sells woman's wear, fragrance, and cosmetics
Under parent company, Limited Brands
Have a line called PINK that targets young teenage girls (15 and up)
Most well-known lingerie line is called Angels that has featured famous models like Heidi Klum and Tyra Banks
What could they do better?
Expand their campaigns to feature models of all body shapes and sizes.
What would improve their image and their ethical connection to society?
Add a plus size section to cater to more body types
New procedure? Techniques? Solutions?
Store images-display posters including women with all different body shapes/sizes
Only use Photoshop to enhance the quality of the image, but not to transform the model’s appearance
Bahadur, Nina. "Victoria's Secret 'Perfect Body' Campaign Changes Slogan After Backlash." The Huffington Post. TheHuffingtonPost.com, 06 Nov. 2014. Web. 22 Apr. 2015. <http://www.huffingtonpost.com/2014/11/06/victorias-secret-perfect-body-campaign_n_6115728.html>.
Jones, Layla A. "Victoria's Secret 'Perfect Body' Campaign Sparks Controversy." Philly.com. Interstate General Media, LLC, 03 Nov. 2014. Web. 22 Apr. 2015. <http://www.philly.com/philly/blogs/style/Victorias-Secret-Perfect-Body-campaign-sparks-controversy.html?c=r>.
Krupnick, Ellie. "Aerie's Unretouched Ads 'Challenge Supermodel Standards' For Young Women." The Huffington Post. TheHuffingtonPost.com. Web. 23 Apr. 2015. <http://www.huffingtonpost.com/2014/01/17/aerie-unretouched-ads-photos_n_4618139.html>.
Morabito, Kristia. "Victoria’s Secret: Uncovered." Victoria’s Secret: Uncovered(n.d.): n. pag. Drexel University. Web. 22 Apr. 2015. <http://services.library.drexel.edu/static_files/dsmr/Morabito%20Final.pdf>.
Stampler, Laura. "Lane Bryant Takes a Swipe at Victoria's Secret in New Lingerie Ad." Time. Time, 06 Apr. 2015. Web. 22 Apr. 2015. <http://time.com/3772891/lane-bryant-plus-size-victorias-secret/>.
"Teen Health and the Media." Teen Health and the Media. N.p., n.d. Web. 22 Apr. 2015. <http://depts.washington.edu/thmedia/view.cgi?section=bodyimage&page=fastfacts>.
"The Dove® Campaign for Real Beauty." The Dove® Campaign for Real Beauty. UNILEVER, n.d. Web. 22 Apr. 2015. <http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx>.
"Victoria's Secret." L Brands About. L Brands., n.d. Web. 22 Apr. 2015. <http://www.lb.com/our_brands/victorias_secret/about.aspx>.
"Our team strives to remain open-minded to all members' opinions and ideas. We will also strive for cohesive communication and well-thought responses."