victoria’s secret swim

overview

My goal for this project was to promote the return of the Victoria’s Secret Swim collection to stores. The brand discontinued their swim collection in 2016 and brought it back as an online exclusive in 2019. In 2021, the collection returned to stores after a 5 year hiatus. For this project, I decided to create an in-store kiosk for browsing the collection, a mobile app for shopping at home, and a t-shirt to celebrate the launch.

Class Project (Visual Design)
April 2021 – May 2021
Visual Design, Inclusive Design
Figma, Adobe Photoshop

project strategy

Update branding to reflect trends.
Promote summer excitement.
Create an immersive experience.

update branding to reflect trends

Create an updated brand language inspired by current fashion trends to attract a younger customer base.

The current branding is very outdated. It hasn’t changed much since the company’s inception in 1977, so it feels like the company is catering to an older customer base. However, the styles of the swimsuits feel very young. I wanted to update the branding to cater towards a younger crowd for the relaunch of this collection.

promote summer excitement

Include bright colors, fun fonts, and images that are reminiscent of summer. Include a weekly summer playlist feature in the mobile app to get customers excited for summer and eager to wear the swimsuits from the collection.

The company doesn’t use any bright, summery images or colors to promote their swim collection. The photos and colors that they do use are very muted and fail to spark excitement or anticipation for summer. I wanted to include brighter colors and fun images to help customers picture themselves wearing these swimsuits.

create an immersive experience

Create a kiosk with a mix-and-match visualization tool that allows customers to view different combinations of swimsuit tops and bottoms while browsing in stores. Also create a virtual try-on feature for the mobile app so that customers can see how a swimsuit would look on them from home.

I wanted to add these immersive features to improve the shopping experience for customers, which would likely make them more excited to shop this new collection.

design inspiration

I was inspired by y2k style, which was currently trending with young people when I was working on this project. I wanted my design elements to be inspired by the early 2000’s because I felt like that design would appeal to my target audience.

Here are some examples that I used for inspiration:

mood board

kiosk design

I designed the kiosk to fit a specific scenario of what I think that browsing in stores could look like in the future. In this scenario, not all of the swim product would be displayed on the sales floor. Instead, many of the styles and sizes would be kept and organized in the back. Therefore, instead of browsing for swimsuits on the sales floor, customers would be able to browse the entire stock using the in-store kiosk that I designed. They would also be able to use the mix-and-match feature to visualize different swimsuit combinations and order different pieces to be brought out for them to try on before purchasing.

Home Screen
Choose Category
Browse Tops
View Product
Mix-and-Match
Shopping Bag
Order in Progress
Order Complete

prototype demo

mobile app design

Not only did I want customers to be able to shop for swimsuits at home using the mobile app, but I also wanted to include a weekly summer playlist feature on the app to get customers excited for summer and to give them something to listen to on their summer beach trips. I also added a virtual try-on feature so that customers shopping from home would be able to get a better sense for how the swimsuits would look on them.