This research explores how plus size women in Indonesia perceive Victoria’s Secret’s rebranding efforts, particularly its framing of body inclusivity. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the study investigates whether consumer responses are shaped through the central route (critical evaluation of messages) or peripheral route (surface-level cues such as models, campaigns, and influencers). Data collection was conducted through a focus group discussion with Indonesian plus size women familiar with Victoria’s Secret, supported by an expert interview to provide professional insight into PR strategies and brand positioning.


Keywords: inclusivity, body positivity, public relations, consumer perception, Elaboration Likelihood Model (ELM), Victoria’s Secret