Bea Boutique

14 week project in re-branding Victoria's Secret around refreshing the retail experience and creating product customization.

A boutique store launched in key cities that create intimate fittings, customized products, and will build and grow new personal relationships.

Brand timeline from conception to 2019.

Brand timeline of notable controversies.

Victoria's Secret is bringing in 66% less money than they were only five years ago.

The lingerie market is steadily growing, and is projected to hit $62 billion by 2025.

In the last five years, Victoria's Secret is seeing a large part of their market being taken over by digitally native brands like Savage x Fenty, ThirdLove and True & Co.

How might Victoria’s Secret surpass digitally native brands in innovation and experiences while creating new benchmarks for the growing lingerie market? 

Key MacroTrends driving the United States in social, technological, economical, environmental, political and luxury markets.





  • Retail Presence

  • Celebrity Following

  • No Third Party Sales

  • Loyalty Program

  • High Inventory Volume

  • "Designed For Men”

  • Inaccurate Bra Fittings

  • High Store Closure

  • Poor Quality Products

  • Limited Body Range in Marketing

  • Declining Viewership in VSFS

  • Current VS Leadership is a #MeToo Risk

  • DTC brands overtaking industry

  • Limited sizing

  • Wider Size Range

  • Custom Fitting

  • Redefine VSFS

  • Restructure Leadership

  • Expand Past Intimates Market

Value Proposition:

Offer custom fit products that are sustainable, practical, help build confidence, foster education, and maintain relationships through luxurious experiences.
"Bra Shopping is Nothing but Frustration"

Selected survey results from over 300 participants


“I would love to get to know my body and health better!”

Early Adopter

“I don’t wear traditional bras, and sometimes people call me out for it”

Early Adopter

“It’s a painful experience trying to find something that makes me feel beautiful”

Late Majority

"I want to start taking bra shopping more seriously”

Begin ideation based on consumer research and brand insights.

Design refinement based on feedback focuses brand into experience design and customized product design based on fit and function.

Design refinement focuses brand back to potential retail experience and product experiences.

Bea Boutique initial New York launch

The front room is a decompressing room to welcome customers in from the bustling streets outside.This room is the new introduction to Victoria’s Secret. Dusty pinks, wood flooring, soft marble, and a breath of green, Victoria’s Secret becomes a caressing, open, and curious new brand to experience.

If you’re here to meet friends for a quick cup of coffee or glass of wine, the bar provides a comfortable space to sit and chat. Our experienced bartenders will cater to your needs and provide suggestions, as our seasonally changing menu is sourced locally and supports local farmers.

Directly across from the bar is our table area. Guests are encouraged to seat themselves, and our attentive wait staff will be ready to take your order. This space is a wonderful opportunity to bring together friends and family to make deeper connections. 

Our display room serves as a gateway to the second floor. Here we have interactive window displays that allow our guests to discover the history of Victoria’s Secret. For those guests who have made appointments for our fitting rooms, this is where you will check in. 

Guests who have checked in downstairs will be directed up here. This spacious room has similar interactive window displays. At each display, you are free to pull up your own information and hear from our Desire experts. When your fitting room is ready, our attendant will guide you to the right place.

In our fitting rooms, we encourage you to bring in guests to continue the conversations you started downstairs. When you step in front of the mirror, you will be greeted personally by our AI. You will then receive the key to open up new products and find custom fitting products that not only make you feel pretty, but make you feel as if you are well taken care of.


In 2022, Bea will launch its first store. Along with this launch will come our exploration into custom fit products. We’ve heard from countless women that they feel as if they can never find a bra that fits. In our Couture line, we will introduce our first fitting room experience that takes your body measurements and allows you to input your color and material choices. With this experience, you will be able to see what the product will look like on your body before you receive the purchase. You will be able to check out on the screen.


In 2023, we will begin our journey into helping women understand their bodies better. With the launch of the Rebellion line, we will release products that help you track your cycles, and read your body for any potential abnormalities or infections having to do with reproductive help. We will utilize our garments as soft and delicate technology that will give you insight like never before. As we move Rebellion forward, we will use this same platform to track activity levels and give better feedback on how to stay physically and mentally healthy. Rebellion represents our rebellion against women having to hide their natural systems. We are here to praise and guide, while simultaneously giving our customers the resources and encouragement to live their truth. We will begin our semi-annual Bea Gala where we will invite speakers to come talk on issues that are important to us.


In 2025, we will complete the rollout of our new projects. As we step slightly away from our physical garments, we present our Desire platform. Desire goes beyond fit and health tracking, and allows our customers a lifestyle platform. On this platform, they are able to track their health, nutrition, fitness, goals, style, and general lifestyle planning. Now that we have great insight into our customers, we are able to provide live feedback and suggestions every time you sign into this application. 

© Anna Violette 2020

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