When it comes to branding, I usually imagine how a single logo can call upon countless ideas and images. When you see the Chanel logo, you immediately picture the quilted bags, tweed jackets, and the little black dress. When you see the Target bullseye, you imagine the massive store with all of its cute items and great deals.
It’s also pretty crazy to think that one brand has the potential to monopolize the industry it’s in and become synonymous with the product it sells. For example; underwear. When most people think of underwear shopping, they think Victoria’s Secret. This company has managed to brand the entire experience of shopping for under garments, from getting fitted for the perfect bra to the signature pink and red bags you take your purchases home in.
In another smart venture, Victoria’s Secrets started “PINK”, a cute and comfortable underwear and pajama line geared towards a younger consumer. They ignited the infamous “5 for $25″ panty deal and also recently began selling items based on popular college and major sports teams. Now, this company offers tons of branded items from perfume to makeup and even athletic wear. Even their models are branded; garnering them the notorious ”Victoria’s Secret Angels”.
It seems Victoria’s Secret thought of everything to turn shopping for underwear into a causal, everyday errand. With workers conservatively dressed in all black, this brand took something that used to be deemed risqué or distasteful and made it a classy experience with an environment that empowers women’s self-esteem by encouraging them to embrace their inner “sexy” appeal. Victoria’s Secret has dominated the undergarment and loungewear industries and has proved to be a brand that will only definitely thrive over time.