Victoria's Secret: Diversity, Equity, and Inclusion in Marketing
商品編號：W43593
出版日期：2025/07/21
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：marketing;EDI;DEI;CSR;brand strategy;inclusive marketing;equity in branding;diversity campaigns;Victoria’s Secret;sustainable marketing;fashion marketing;ethical branding;marketing ethics;DEI strategy;corporate image;social responsibility;brand repositioning;beauty standards;marketing inclusivity;branding and DEI
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：United States
產業：Retail Trade
事件年度：2024
In 2025, lingerie brand Victoria’s Secret & Co. (Victoria’s Secret) was trying to reimagine itself after facing a range of challenges including changing consumer preferences and backlash over the brand’s narrow depiction of beauty. After splitting from parent company L Brands Inc. in 2021, Victoria’s Secret made several significant changes to its product mix and promotion strategies, many of these aligning with efforts related to diversity, equity, and inclusion (DEI). The company also articulated its vision to be “the world’s leading advocate for women” and hired its first ever chief diversity officer, Lydia Smith. Even with these efforts, the brand’s long history of promiting a tall, thin beauty ideal was seemingly at odds with its vision, and it remained unknown whether the brand could realize its vision. What could Victoria’s Secret do to support DEI efforts in marketing while retaining the brand image of fantasy and glamour many consumers had come to love?
教學手冊：Victoria's Secret: Diversity, Equity, and Inclusion in Marketing - Teaching Note
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