DIGITISATION

DIGITISATION · LEADERSHIP · POSITIONING

Digitisation of Victoria’s Secret brand in Middle East and managed markets with launch of first social media channels outside of the US. Pages were launched via 360 campaign across loyalty, influencer takeovers, paid campaigns and mall channels, traditional communication such as POS, quirky shopping bags and associate training supported in-store . Always on campaign maintained rapid follower growth with experimentation with advertising platforms such as canvas and messenger. Brand lead for launch of ME e-commerce to ensure cohesive omni-channel customer experience and alignment with brand values and vision. Managed design and build of first in world Digital Fit App to position VS as ‘best at bra fit’ to compliment Personal Stylist programme and subsequently initiated development of first outside of US, Pink Nation App.

FOCUS ON FIT

How do you sell lingerie online without seeing a substantial uplift in rate of returns? This was a challenge we had experienced with Myla on Avenue32.com. For the first brand website in UAE, it was imperative for sales growth, that new customers felt comfortable buying bras online. To avoid predicted high rate of returns, audience would need to know their Victoria’s Secret bra size

My solution was to create a mobile fitting room – sourcing a large US truck and having it completely refurbished to create the ‘Fit Truck’ which could travel around UAE with the ‘Fit Squad’ on board; measuring women, capturing their size and data via Digital Fit App and encouraging online purchasing. The Fit Experience was launched at Arab Fashion Week and subsequently visited high traffic areas such as JBR and La Mer and exhibitions in Abu Dhabi and Dubai, averaging between 80-120 bra fits per day. Each participant received a gift bag which provided a sampling opportunity for new fragrances

Notable observations from experience included: approximately 70% of customers did not know their Victoria’s Secret bra size and did not think a suitable bra style existed for them; post activation online demographics changed – via Google Analytics data sessions increased amongst ‘Luxury Shopper’ and ‘Fashionista’ Affinity categories; and most interestingly high propensity for purchases post fit. Next stage of truck was to be minimal refurbishment to allow increased product display and cash-wrap to be able to sell direct

Digital Fit App further upgraded in 2020 to allow enhanced bra style suggestions via link to purchase on website, capability to re-target with new styles in preferred frame/collection and functionality to message Personal Shopper for appointment

Campaign was supported by social content on You Tube, Facebook and Instagram educating followers on how to measure at home and why it is important to find your best fit.