In a bid to reinvent the brand image, Victoria's Secret is replacing its iconic "angels" with high-achieving athletes, activists and actors. This week, the company revealed the launch of The VS Collective, a partnership program that will help "shape the future of Victoria's Secret." In a social media post, Victoria's Secret announced, "These extraordinary partners, with their unique backgrounds, interests and passions will collaborate with us to create revolutionary product collections, compelling and inspiring content, new internal associate programs and rally support for causes vital to women."
The women who are part of The VS Collective include Priyanka Chopra Jonas, Megan Rapinoe, Adut Akech, Amanda de Cadenet, Eileen Gu, Paloma Elsesser and Valentina Sampaio. While the goal of this new campaign is to reposition the brand image, it is likely to have a far-reaching impact. Despite recent setbacks, Victoria's Secret has over eight hundred retail outlets, online presence and brand recognition worldwide. It can help redefine sexy and empower women. Per Forbes, "Time will tell if Victoria’s Secret will be able to win back the women alienated by their previous ad campaigns. At least the company's efforts are now aligned with the interests of women who seek to be judged by more than their appearance."
With more than three hundred stores worldwide, American apparel and accessories brand Tory Burch opened its first store at DLF Emporio Mall, New Delhi on April 8, 2021, in partnership with partnering with Reliance Brands Limited. The boutique marks the continuation of Tory Burch global expansion and gives local access to Indian consumers, many of whom love and buy the brand while travelling overseas.
Aditya Birla Fashion and Retail Limited [ABFRL] — which has brands like American Eagle, Ralph Lauren, Hackett London, Ted Baker and Fred Perry in its portfolio — recently acquired 51 per cent stake in Sabyasachi for reported INR 398 crore and has now inked a deal with Tarun Tahiliani where it acquired 33 per cent stake in Tahiliani's luxury demi-couture brand for reported INR 67 crore, with an option to increase this shareholding to 51 per cent in the next few years. As part of the deal, ABFRL and Tahiliani will form a new entity and launch a contemporary men's ethnic wear brand in which ABFRL will hold 80 per cent stake. ABFRL has plans to grow Tahiliani's brand into a reported INR 500 crore business over the next five years with 250 stores throughout India.