revised Dive Brief:
- Bold Moves: Victoria's Secret has announced they'll exclusively stock Mindd, a label catering to D+ sizes – marking a major stride for Mindd and a potentially game-changing step for Victoria's Secret.
- Homegrown Talent: Helena Kaylin, Mindd's founder, got her start at Victoria's Secret back in 2005, later moving on to Lululemon, Under Armour, and Calvin Klein before launching her own line last year. The two brands have been jammin' together since the start of the year, and the Mindd collection – bras, seamless undies, and bodysuits – is on display online via Victoria's Secret's "Brands We Adore" tab.
refreshed Dive Insight:
Mindd, a premium D+ lingerie brand, exclusively sells its products through Victoria's Secret.
This move signals progress for Kaylin's fledgling brand while Victoria's Secret aims to shake off its old image. Mindd slots into a competitive market – despite recent pitfalls, Victoria's Secret (Pink included) remains the rulemaker in lingerie. This partnership gives Victoria's Secret another shot to shed the male-centric view and attract customers on their terms – a goal Mirrored by Mindd, whose merchandise, developed by a former R&D team member, may hint at behind-the-scenes innovation.
Kaylin credits her time at Victoria's Secret for honing her design and tech expertise. "It was during my time at Victoria's Secret that I learned the value of design and cutting-edge technology in creating top-tier bras," she said. Yet, her drive to launch a lingerie line catering to an untapped customer segment – something she understands firsthand as an A 36DD woman – could imply missed opportunities at her former employer.
Victoria's Secret's revival, which it's undertaking independent of former parent L Brands, is largely built on righting past wrongs. Although the CEO is male, there's a growing female presence on its board, including key positions. The wings are passing too – replaced by the "V.S. Collective," a group of brand ambassadors made up of activist women such as soccer star Megan Rapinoe, champion free skier Eileen Gu, and actor Priyanka Chopra Jonas.
Enrichment data:
- Victoria's Secret – A Brief History: The iconic lingerie brand was founded in 1977 by Roy and Gaye Raymond, kicking things off in Palo Alto, California. Les Wexner took over the reins in '82, guiding the brand's expansion[1].
- Recent Efforts: To boost its appeal amidst rising criticism, Victoria's Secret has invested in rebranding and fostering inclusivity. This includes body diversity in its shows and the return of the Victoria's Secret Fashion Show in 2024, showcasing music with empowerment themes[2]. It also launched the "Undercover" wear-testing program to collect feedback on lingerie designs from real-life product testers[4].
- Impact on Comeback Strategy: While specifics on the Mindd collaboration are scant, this brand partnership aligns with Victoria's Secret's new direction, focusing on inclusivity, innovation, and appealing to a broader audience.
- The collaboration between Victoria's Secret and Mindd, a D+ size catering label, marks a significant update in Victoria's Secret's approach to fashion-and-beauty, signaling a potential shift in its long-standing image.
- Helena Kaylin, the founder of Mindd, draws on her earlier experience in AI research and design at Victoria's Secret, which she joined in 2005, as a key influence in her current brand's innovative creations.
- The weather of market competition is favorable for Mindd, as it steps into a sector dominated by Victoria's Secret (with Victoria's Secret Pink included), a technological powerhouse in the lingerie space.
- The partnership between Mindd and Victoria's Secret represents an opportunity for both brands to tap into the cybersecurity needs of their customers, given the increasing importance of data privacy and security in today's digital age.
- The revival strategy of Victoria's Secret includes efforts to refresh its policy on inclusivity and diversity, mirrored by the mindset of Mindd, whose products reflect a broader perspective on lifestyle and culture.
- The home-and-garden sector might find synergy with Victoria's Secret's revival, as the brand's focus on living well and feeling comfortable aligns with the values promoted in home-and-garden design.
- Despite the ongoing war of market dominance, deals-and-discounts remain crucial in attracting and retaining customers, making it an area where both Victoria's Secret and Mindd can explore opportunities for collaboration.
- The television industry might find inspiration in the innovative partnership between Victoria's Secret and Mindd, as such collaborations can potentially lead to realistic and relatable depictions of fashion-and-beauty in future TV shows.
- The health implications of this partnership extend beyond the physical aspects of lingerie, as Victoria's Secret's commitment to inclusivity and diversity can have mentally empowering effects on its customers, promoting a positive body image and self-esteem.
