How aligning an entire company’s focus led to the comeback story of the new century.
In 2007, The Limited received a total business makeover. In March, the company launched its rebranding initiative, which would align all departments from design and buying to field communications and marketing. At the center of this initiative was the creation of an aspirational customer who would provide a sense of focus for the way apparel was designed, purchased, and marketed. This aspirational customer was named Tyler, and she would come to embody the character of The Limited as a brand.
I gave Tyler a story, a lifestyle, a career, a personality, and a fashion-forward sense of style for work and play. I created a planner so you can see her work, social and family events. I added quotes from fashion designers. Every detail was thought out, down to her name. I deliberately defined “sexy” as having an air of confidence, which was a departure from the brand’s previous, outdated use. In the workplace, women don’t want to be seductive; they want to command the room.
In 2007, the company parted ways from LimitedBrands. We were still part of LimitedBrands when Tyler and the brand book were being developed, but Tyler was actually introduced during the first-ever Brand Day, right after the split.
The concept of Tyler was then introduced to all store associates by managers and through store communication materials. It caught on. Everyone embraced Tyler quickly and as a result, the brand began to show measurable results in sales and customer satisfaction.
