Victoria's Secret Mobile App
Bra-Fit Technology & Personalised Retail — MENA
Victoria's Secret identified that 80% of women in the Middle East were wearing incorrectly sized bras. We built a mobile app that guided customers to their perfect fit, enabled in-store appointment booking, and launched a personalised digital magazine — rolling out across the entire MENA region.
The Problem
Victoria's Secret identified a prevalent issue in their Middle Eastern market: a significant portion of their consumers were purchasing bras online without proper fitting, resulting in 80% of women wearing incorrectly sized bras. This led to discomfort, potential long-term health issues, and a damaging gap between the brand promise and the actual customer experience.
The brand was committed to empowering their customers with the tools needed to make informed purchasing decisions — ensuring both comfort and support through the right fit.
The Solution
We developed a comprehensive mobile application designed to enhance the shopping experience for users across the Middle East. The app features a detailed questionnaire that guides users through selecting the style, fit, and type of bra that best suits their personal measurements and preferences.
Users can save their personalised fit data and schedule one-on-one in-store Bra-Fit appointments with certified experts at their local Victoria's Secret store. To further personalise the experience, the application incorporates a digital magazine showcasing the full product range, tailored based on the user's preferences and buying history — surfacing special promotions and exclusive offers.
A loyalty system rewards users for both in-app activities and in-store purchases, cementing the app's role as a bridge between digital browsing and physical retail.
Tech Stack
Results
UAE → MENA
Launch markets
iOS + Android
Platforms
Sept 2020
Beta launch
Higher in-store foot traffic & loyalty
Outcome
Key Takeaway
This project demonstrated that solving a genuine customer pain point — not just adding features — is what drives adoption. By giving customers confidence before they step into a store, the app turned a digital touchpoint into a powerful driver of in-person sales and long-term brand loyalty.
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