The Return to the Runway: Victoria’s Secret (the Era of Phygitality and the Return to the '90s, Plus Online and Diversity in 2024)
(By Maqueda and Maurizio) It returns with a transformative, disruptive focus, perhaps facing much criticism from the fashion world and with a bit of harshness in its experience, and a clear lack of flow (as they say today in the lingo). But beyond that, Victoria’s Secret is back, and it's clear that many brands made mistakes by cutting budgets for marketing, logistics, strategists, and activation teams. Now is the time to rectify that error in the era of cross-marketing expansion and the breadth of real, phygital experiences. Whether you're a bakery, a cosmetics and perfume chain, a tech company, or a car agency, it's time to reconnect with brand strategists and build experience teams, because this is the era of expanded real experiences in products, categories, partnerships, and all types of media.
(By Maqueda and Maurizio) It returns with a transformative, disruptive focus, perhaps facing much criticism from the fashion world and with a bit of harshness in its experience, and a clear lack of flow (as they say today in the lingo). But beyond that, Victoria’s Secret is back, and it's clear that many brands made mistakes by cutting budgets for marketing, logistics, strategists, and activation teams. Now is the time to rectify that error in the era of cross-marketing expansion and the breadth of real, phygital experiences. Whether you're a bakery, a cosmetics and perfume chain, a tech company, or a car agency, it's time to reconnect with brand strategists and build experience teams, because this is the era of expanded real experiences in products, categories, partnerships, and all types of media.