Undergraduate Honors Thesis

Abstract

• In the world of fashion, trends are constantly going in and out of style. One item is hot for a season then totally out of touch the next. A brand’s ability to stay current with the latest trends and address the wants and needs of the consumer are vital for the survival of a company (Kibbe, 2021). A cause that many consumers have begun to champion is beauty representation. In the past ten years there has been a beauty advertising as it is reflective of “real life” (2021). Brands have had the opportunity to respond to this preference from consumers or to stay in their old ways with the hope that brand loyalty might trump these changes. A brand that defined femininity for the past 20 years was Victoria’s Secret, but as consumer habits have shifted, the company has not adjusted at the same pace (Silver-Greenberg et. al, 2020). Since 2016 Victoria’s Secrets sales have been on a steady decline as “what men want” has been less inline with consumer interest when shopping for undergarments (Maheshwari & Friedman, 2021). One of the strategies the company has recently implemented this past summer was splitting from its parent company, L. Brands Inc. to operate as its own separate entity (L. Brands Inc, 2021). This separation was one of the several tactics the company has employed in an attempt to win back customer favor.

Creator

• Chester, Elizabeth

Date Awarded

• 2022-04-04

Academic Affiliation

• Advertising, Public Relations and Media Design

Advisor

• Fisher, Jolene

Committee Member

• Logan, Kelty
• Jamieson, Sara Reed

Granting Institution

• University of Colorado Boulder

最新修改

• 2022-04-25

Resource Type

• Undergraduate Honors Thesis

权利声明

• In Copyright

Language

• English [eng]

关联

属于 Collection:

• College of Media, Communication & Information Honors Theses

单件

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	The_Trouble_with_Angels__A_Case_Study_of_the_Lingerie_Company_Victoria_s_Secret_s_Strategic_Transformation_After_Its_Fall_From_Cultural_Relevance__2_.pdf	2022-04-23	公开	下载