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Shopper Insights

Planning your retail strategy starts with following your shoppers to where they will go next. Throughout the year WSL conducts national research studies among thousands of shoppers and interprets the findings into what our clients need to be ready for.

And, we deliver global retail innovation that will influence shoppers' expectations of what the shopping experience needs to become. Helping brands and retailers anticipate shoppers' needs, wants and values starts with How America Shops® shopper research.

Victoria’s Secret: From Aspirational to Inclusive

Victoria’s Secret: From Aspirational to Inclusive

For much of its history, Victoria’s Secret represented an aspirational definition of femininity and sexy. Now, it is on a mission to expand its definition of sexy – and become every woman’s biggest advocate.

The transformation from aspirational to inclusive started with a makeover of imagery in its brick-and-mortar stores, including its Fifth Avenue flagship. Here’s a full tour inside of this store’s new imagery and partnerships, modern décor, beauty sections, mental health content, promotions, and more.

Exclusive FREE Retail Safari® Virtual Tour below, download and see Victoria’s Secret new brand image concept in the NYC flagship.

To access the full report, contact us directly or log into your WSL Library account.

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Victoria’s Secret: From Aspirational to Inclusive
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