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It analyzes how an offensive slogan and body-shaming message can trigger large-scale controversy and media claims of failed communication, even when lingerie sales remain relatively stable. The paper proposes reputation recovery actions: align messaging with current debates, strengthen PR review standards, and refine strategies with marketing trends. It then designs an IMC-based social media activity (#Every Girl Can be VS Angels) that encourages women to share swimsuit images under BMI guidelines to communicate that the brand values women’s voices.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/foundation-of-marketing-and-communication-mecm90036/305773/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/foundation-of-marketing-and-communication-mecm90036/305773.png","ImageObject",442,249,{"name":88,"@type":89},"8796093062539","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-11","2026-09-19",true,{"@type":98,"interactionType":99,"userInteractionCount":76},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What was the purpose of Victoria’s Secret’s 2014 campaign?","Question",{"text":108,"@type":109},"The campaign aimed to promote the new quarter’s lingerie by highlighting traditional brand features like trendy style and high quality.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"Why did the campaign face public controversy despite stable sales performance?",{"text":113,"@type":109},"The slogan triggered large-scale outcry because it conveyed a body-shaming message, and the company was criticized for lacking overall consideration of debates and its target audience.",{"name":115,"@type":106,"acceptedAnswer":116},"What IMC-based activity does the paper propose, and how does it work?",{"text":117,"@type":109},"The proposed activity is #Every Girl Can be VS Angels. It uses social media as the main platform, encouraging female participants to post swimsuit pictures and rewarding the most-liked contributor as a cover model for the next advertisement, with participation guided by BMI standards.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},305773,1790997667,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":60,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":129,"file_id":130,"file_url":131,"file_type":132,"file_size":133,"view_count":134,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},8796093062539,"Final Folio Cover Sheet  \n\n| Subject Name: Foundation of Marketing and Communication | Subject Code: MECM90036 |\n| --- | --- |\n| Student Name: JUAN WEI | Student Number: 807199 |\n| Word Count: 4192 |  |\n\nTable of Contents  \nExecutive Summary.................................................................................... 3  \nPart A............................................................................................................4  \nIntroduction....................................................................................................4  \nAnalysis and Issue Overview.........................................................................5  \n• Issue 1.................................................................................................5  \n• Issue 2.................................................................................................6  \n• Issue 3................................................................................................ 6  \n• Opportunity 1...................................................................................... 7  \nProblem and Opportunity Statement......................................................... 9  \nPart B............................................................................................................10  \nObjectives......................................................................................................10  \n• Top Objectives....................................................................................10  \n• IMC Objectives................................................................................... 11  \nTarget Market Analysis..................................................................................12  \n• Market Segmentation..........................................................................12  \n• Market Targeting.................................................................................13  \n• Market Positioning...............................................................................14  \nOverall Communication Strategy....................................................................15  \nCommunications Plan.....................................................................................16  \nConclusion......................................................................................................16  \nReference.......................................................................................................18  \nAppendices....................................................................................................20  \nExecutive Summary  \nIn 2014, Victoria’s Secret pushed out a campaign which aimed at releasing the new quarter’s lingerie which was followed the traditional brand features: trendy style and high quality. This campaign contained 10 different shapes of bras that could satisfy most customers’demand. However, the slogan of this campaign provoked a large-scale outcry from the public. This paper intends to evaluate this campaign comprehensively, and then recommend an activity which can assist Victoria’s Secret to shape a ‘woman care’brand image.  \nThis campaign caused a huge controversy and the media comments that ‘The Perfect Body’campaign is a failure communication in 2014, and this is because the company adopts an offensive slogan which conveys a women’s body-shaming message for the audience. The company lacks overall thinking about their target group and the modern debates, even thoughthe lingerie sales performance was not damaged obviously. However, Victoria’s Secret still needs to take positive actions to recover the brand reputation which is considered by the consumers. The main concepts from the communications are:  \n1. Victoria’s Secret needs to pay close attention to current debates. They need to avoid those topics or take advantage of the public concerns but to express appropriately. Also, along with the diversified developmental trend, Victoria’s Sec","cbCaivys4smi75d1","https://ap.wps.com/l/cbCaivys4smi75d1","pdf",1491068,7,22,"English","# Executive Summary\n## Part A\n### Introduction\n### Analysis and Issue Overview\n## Part B\n### Objectives\n### Target Market Analysis\n### Overall Communication Strategy\n### Communications Plan\n# Conclusion\n# Reference\n# Appendices","[{\"question\":\"What was the purpose of Victoria’s Secret’s 2014 campaign?\",\"answer\":\"The campaign aimed to promote the new quarter’s lingerie by highlighting traditional brand features like trendy style and high quality.\"},{\"question\":\"Why did the campaign face public controversy despite stable sales performance?\",\"answer\":\"The slogan triggered large-scale outcry because it conveyed a body-shaming message, and the company was criticized for lacking overall consideration of debates and its target audience.\"},{\"question\":\"What IMC-based activity does the paper propose, and how does it work?\",\"answer\":\"The proposed activity is #Every Girl Can be VS Angels. It uses social media as the main platform, encouraging female participants to post swimsuit pictures and rewarding the most-liked contributor as a cover model for the next advertisement, with participation guided by BMI standards.\"}]","Foundation of Marketing and Communication - MECM90036 | PDF",1789828197,8]