Why inclusivity helped Abercrombie but not Victoria's Secret

Summary

This video analyzes the contrasting fates of Abercrombie & Fitch and Victoria's Secret, two brands once iconic in American malls. Abercrombie succeeded by embracing inclusivity, evolving its image to meet the needs of a grown-up Millennial customer, while Victoria's Secret struggled with a late, inauthentic rebrand. The video delves into the companies' histories of exclusion, how their attempts at inclusivity impacted their performance, and why Abercrombie's gradual, authentic transformation worked while Victoria's Secret's sudden shift failed. Ultimately, it highlights the importance of authenticity, meeting customers where they are, and evolving with societal changes.

Takeaways

• 😀 Abercrombie & Fitch's rebranding success is largely due to embracing inclusivity, expanding their target audience, and catering to a more diverse group of consumers.
• 😀 Victoria's Secret, on the other hand, has struggled with its inclusivity efforts, as its rebranding has been seen as inauthentic and disconnected from its original 'sexy fantasy' identity.
• 😀 Both Victoria's Secret and Abercrombie & Fitch were once owned by L Brands and marketed to a similar demographic of millennials with a focus on exclusivity and sex appeal.
• 😀 Victoria's Secret faced several challenges, including declining sales, a toxic workplace, and criticism over its outdated and exclusionary image, culminating in a problematic 2022 documentary.
• 😀 Abercrombie & Fitch's rebranding was driven by a desire to correct past exclusionary practices, including racial and body type discrimination, and to be more inclusive of diverse customers.
• 😀 The key difference between the two brands lies in the approach to inclusivity: Abercrombie embraced it gradually and authentically, while Victoria's Secret’s rebranding felt like a sudden, forced change.
• 😀 The idea of aspiration versus exclusion plays a central role in their branding. Abercrombie embraced exclusion as part of its identity, while Victoria’s Secret marketed a fantastical, aspirational image.
• 😀 The Victoria's Secret brand was built around a fantasy of unattainable beauty, while Abercrombie's exclusionary marketing directly told customers they weren't part of the 'cool kids' club.
• 😀 A major reason Victoria's Secret’s rebranding failed was the perception of inauthenticity, as it abandoned its dreamlike fantasy but did not offer a believable or compelling alternative.
• 😀 Abercrombie successfully tapped into the changing needs of its original teenage audience, evolving with them into adulthood, while Victoria's Secret struggled to adapt and appeal to a broader, more diverse market.

Q & A

Why has Abercrombie & Fitch's rebrand been successful compared to Victoria's Secret?

Abercrombie & Fitch's rebrand has been successful because it embraced inclusivity and met its customers where they were in life, evolving with them over time. It moved away from exclusionary marketing and catered to the changing needs of its original audience, including offering products like wedding dresses for a more mature demographic.

What is the key difference between the marketing strategies of Abercrombie & Fitch and Victoria's Secret?

The key difference lies in how each brand approached exclusivity and inclusivity. Abercrombie & Fitch celebrated exclusion in the past but successfully transitioned to inclusivity, whereas Victoria's Secret struggled with balancing exclusivity and inclusivity, failing to adapt quickly enough to market changes.

How did Victoria's Secret's branding cause its downfall?

Victoria's Secret's downfall stemmed from its focus on unattainable beauty standards, which became less appealing over time. As cultural shifts like the #MeToo movement and demands for body diversity gained momentum, Victoria's Secret's narrow brand image, focusing on a fantasy, alienated customers and failed to keep up with changing expectations.

What role did authenticity play in Victoria's Secret's failed rebrand?

Authenticity played a crucial role in Victoria's Secret's rebrand failure. Many customers felt that the brand's attempt to embrace inclusivity and diversity was inauthentic, as it came too late and seemed more like a reaction to market pressure rather than a genuine shift in values.

Why did the inclusion of diverse body types not work for Victoria's Secret?

Victoria's Secret struggled with including diverse body types because its core identity was built around a fantasy of perfect, unattainable beauty. Shifting from this fantasy to a more grounded, inclusive approach didn't resonate with its original audience, and the change lacked authenticity.

What was Abercrombie & Fitch's strategy for growing alongside its original customer base?

Abercrombie & Fitch's strategy was to evolve with its original customers, who had grown older and developed new needs. The brand shifted its focus from teenage fashion to more mature offerings, such as wedding dresses and other products catering to young adults, which helped it stay relevant.

How did Abercrombie & Fitch's exclusionary practices in the past impact its brand image?

Abercrombie & Fitch's exclusionary practices, such as marketing to only the 'cool kids' and discriminating against certain racial and ethnic groups, severely damaged its brand image. The company faced lawsuits and backlash for its practices, which led to a significant rebrand to regain consumer trust.

What is the concept of 'aspiration' in fashion marketing, and how did it apply to both Abercrombie & Fitch and Victoria's Secret?

Aspiration in fashion marketing refers to promoting an idealized image that consumers strive to be part of. Victoria's Secret sold a fantasy of unattainable beauty, while Abercrombie & Fitch sold exclusivity by portraying an elite group of 'cool kids.' Victoria's Secret struggled with balancing aspiration and exclusivity, while Abercrombie & Fitch's shift to inclusivity resonated well with modern consumers.

What is the importance of gradually evolving a brand rather than making drastic changes?

Gradually evolving a brand ensures that the changes feel authentic and consistent with the brand's values, avoiding alienating existing customers. Abercrombie & Fitch successfully made small, gradual shifts toward inclusivity, while Victoria's Secret's sudden and dramatic rebrand felt forced and inauthentic.

How did the controversy around Bud Light's inclusivity campaign relate to Victoria's Secret's rebranding efforts?

The controversy around Bud Light's inclusivity campaign mirrored Victoria's Secret's struggles with inclusivity. Both brands attempted to shift toward inclusivity, but in doing so, they alienated their core audiences. Bud Light's focus on appealing to younger, more progressive consumers clashed with the values of its conservative customer base, similar to how Victoria's Secret's rebrand failed to resonate with its original fans who valued its fantasy-based image.