Browsing by Author "Oliveira, Catarina Sofia de Sousa Vales Barroso e"
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- Rebranding for inclusivity: the case of Victoria´s SecretPublication . Oliveira, Catarina Sofia de Sousa Vales Barroso e; Tallone, LauraThis dissertation explores the intersection of Corporate Social Responsibility (CSR), brand identity, and body positivity through the case study of Victoria's Secret. Concepts such as CSR and Diversity, Equity, and Inclusion (DEI) have become increasingly important in today’s business landscape. Companies are incorporating these concepts into their business strategies, to align with modern consumer expectations and societal trends. Body positivity, a movement which emerged from social media and spilled over into the fashion industry, is one of the most recent cultural trends affecting consumer expectations. The 2010s saw the emergence of plus-size models in advertisements, and brands also expanded their size range as a response to the growing demand for inclusivity. Victoria’s Secret, a brand often associated with promoting a narrow beauty ideal, struggled to adapt to these new consumer demands. The following case study analyses the critical role of CSR strategies in the lingerie brand’s rebranding effort and highlights the challenges companies face when attempting to reconcile their past image with contemporary values.