VICTORIA’S SECRET

HEAD OF MARKETING

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 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

ELEVATION

Re-positioning upward post reviewing ME opportunities and working closely with my teams in regional markets; researched current and potential competitor and customer data. Activity already executed with Harper’s Bazaar Arabia and the ‘Fit Truck’ had seen new, more fashion-led, affluent audience engaging with brand. Worked with Operations Team to develop and introduce a Personal Shopping Service strategy.

Service was launched during pre-Holiday gift buying season in collaboration with Harper’s Bazaar Arabia. Intimate event for VIP readers and customers introduced bra fit experts, showcased lingerie trends for season along with perfect gifts chosen by editorial team. Sales during morning segment rose by around 200%

To maintain buzz around service, events scheduled in Kuwait and Dubai with Grazia ME to celebrate V-day and launch new, exclusive collections from Bluebella and For Love and Lemons. Collections with high ATV saw a 25% sell thru during event timings.

V-day presented an opportunity to introduce service to men who often struggle to buy appropriate lingerie gifts for V-day. Commissioned video for digital campaign with high profile couple ‘influencers’ to demonstrate the assistance available in-store. The video views exceeded 6 million and engagement topped 700K – sales spiked on the two days post the video release.

Content was supported by use of Blis footfall tracking technology, targeting men in Malls, near stores or browsing gifts online with a digital communication and CTA to call a Personal Shopper for help.

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