• Problemformulering och syfte: 2018 hamnade Victoria’s Secret i en kris. Krisen bröt ut när Ed Razek, före detta marknadschef för Victoria's Secret, gjorde kontroversiella uttalanden om transpersoner och om större modeller i en intervju. Företaget fick kritik för sin förlegade syn på skönhetsideal som de presenterade i sin marknadsföring. Sedan detta har Victoria’s Secret vidtagit åtgärder för att återuppbygga varumärket. Syftet med denna uppsats är att undersöka hur Victoria's Secret har påverkats av krisen som uppstod 2018. Genom att analysera Victoria's Secret varumärkets image, kriskommunikation och marknadsföring under krisen, syftar denna uppsats till att ge en djupare förståelse för hur krisen påverkade Victoria's Secret som varumärke och dess relation med konsumenterna.  • Metod och material: Den metod som har valts ut för studien är en kvalitativ multimodal analys. Metoden har valts ut då studien ska tolka och analysera material från sociala medier. Genom multimodal analys så har vi kunnat analysera Victoria's Secrets kriskommunikation och förändringar som har skett. Multimodal analys kommer att fokusera på denotation och konnotation. Primärdata har samlats in från inlägg på Victoria's Secrets officiella Instagram- och Twitterkonto under perioden när krisen inträffade. • Huvudresultat: Victoria’s Secret har förändrat sin marknadsföring utefter krisen som inträffade 2018 och har arbetat för att förbättra sin varumärkesimage

This study aims to understand the complexity underwear brands are subject to in particular in relation to their explicit use of models to create an organizational identity and image. Through two underwear brands (Victoria’s Secret and Twilfit By Change) we intend to examine their use of models in different sizes and different skin tones through visual communication (imagery and text) on their respective websites. The questions we intend to answer are: How are body ideals and body inclusivity constructed throughout Victoria’s Secret and Twilfit By Changes’ visual communication? and How does this contribute to the construction of Victoria's Secret and Twilfit By Changes organizational identity? When collecting material and performing the analysis we will be using two analysis methods, semiotic image analysis using denotation and connotation and a rhetorical analysis using ethos, pathos and logos. The theoretical framework for the study consists of three theories; norm theory, sexual objectification theory and organizational theory with a focus on identity and image. By using these analysis methods and theories we found that there is a significant difference between these companies and their way of using inclusion and diversity in their marketing efforts of the brand. One seems to have made a huge shift in communication to be more inclusive both in regards to body sizes and skin colors. The other one seems to be stuck in the past in regards to their imagery. By using models that represent a more diverse group you can improve your organizational identity and avoid contributing to the harm of young women and women's mental health in regards to body image and ideals.

A strong brand is a valuable asset for modern companies. Victoria’s Secret is an American lingerie company that has had a well established and successful brand for years. However, the company’s net sales and market share have been decreasing since 2016. The company has also received criticism for creating unattainable beauty standards and excluding women with different appearances. In recent years, the brand has made changes in their marketing. This might be an attempt to increase revenues again and to gain lost market shares back. However, the numbers have continued to decrease, which indicates that the new strategy has not been very successful. The questions that the study intends to answer are how Victoria's Secret’s marketing has changed between 2016 and 2022 and why the new marketing strategy does not seem to be successful. The purpose of the study is to increase the comprehension of possible challenges that can arise in the process of trying to change an already established brand. This is a qualitative, interpretive study that uses a method called semiotic content analysis. The semiotic content analysis was used to analyze how the brand’s advertising images have changed. The results from the semiotic studies were then analyzed through some theories and earlier studies on the subject, to find possible explanations to why the rebranding does not seem to have created the expected results. The study found that Victoria’s Secret’s marketing has become less sensual, aesthetic and fantasy-like. Instead it has become more inclusive and oriented towards comfort, relatability and self-esteem. The study further presents a couple of possible explanations to why the new branding concept does not seem to have become successful, according to a couple theories on the subject. The explanations that were found was that the company does not seem to have achieved a congruence between the brand’s new identity and the brand image, that the changes might not be perceived as authentic and that the brand can no longer capitalize on an idealized identity.