FINAL OUTCOME

Throughout the report I've used the Mary Katrantzou floral pattern as a recuring motif from their collaboration in 2018.

The colours used are also the main colours the brand usually uses for different purposes:

https://www.colourlovers.com/palette/530/victorias_secret

Typeface choices:

Eskapade regular for the main body
Trajan Pro  (family) 3 for the contents page- similar to what VS uses for their logo
DK Mandarin Whispers for the titles because it resembles the playful font that the brand uses from time to time ( "CRUSH" example)


                                                   Example of fonts used by the brand:

CHANGING FASHION LANDSCAPE

As people are starting to realize the impact fashion has on the environment, more and more brands are slowly adopting sustainable business models in order to close the waste loop. Consumers are more conscious than ever before and demand for better, more sustainable and ethical methods to produce and enjoy fashion.

Fighting animal cruelty and climate change at the same time by using cradle-to-cradle methods (instead of cradle-to-grave) is gaining momentum. For example, the food industry can be a gold mine for some brands. Bananas, pineapples and apples are only some of the post-consumer waste resources that can be retrieved and used to create vegan alternatives to traditional leather. Numerous brands and companies are trying to find creative ways to eliminate the dangers of producing incredible amounts of waste in the name of fashion. Biocouture is a company that produces clothes from cultivating bacteria, an eco-friendly and biodegradable source, allowing users to compost clothing once it wears out.


"Cultivating bacteria to create clothing, offers a very different, very natural solution to clothing production. More than that, Biocouture inspires us to reconsider the materiality of our world. We take for granted that our clothes will be made of cotton, or our tables will be made of wood. With a new source for fabrics and materials, it opens up the door to a lot of possibilities." 

Source: http://xsead.cmu.edu/works/85

BIBLIOGRAPHY

Alphabetical order:

BIBLIOGRAPHY

REFERENCES

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Cheng A. (2018, Nov 19). Victoria's Secret, Facing A Slide In Sales And Profit, Is In Need Of A New Brand Pitch Fast. Retrieved from: https://www.forbes.com/sites/andriacheng/2018/11/19/victorias-secret-facing-a-slide-in-sales-and-profit-is-in-need-of-a-new-brand-pitch-fast/#aef531e4d707

Danzinger, P. M. (2018 Sep 8). Victoria's Secret May Be Women's Most Beloved Brand, But That's Not The Love It Needs. Retrieved from https://www.forbes.com/sites/pamdanziger/2018/09/08/victorias-secret-may-be-womens-most-beloved-brand-but-thats-not-the-love-it-needs/#1d1bc30b32bb

Fromm J. & Read A. (2018). Marketing to Gen Z: the rules for reaching this vast, and very different, generation of influencers. Published by AMACOM

Ferrell O.C.  &. Hartline M. D. (2011). Marketing Strategy (5^th edition). Published by Cengage

Grace L. (2012, Sept 14). Boux Avenue opening and interview with Theo Paphitis. Retrieved from: http://www.luciagrace.co/2012/09/boux-avenue-opening-interview-with-theo.html

Hill P. R. (n.d.). Fashion Industry Waste Statistics. Retrieved from: https://edgexpo.com/fashion-industry-waste-statistics/

Jin B. & Cedrola E. (2017, Apr 27) Fashion Branding and Communication: Core Strategies of European Luxury Brands. Published by Springer.

Manavis S. (2018, Nov 16). Why Victoria’s Secret is struggling to be “woke”; Vol. 147 Issue 5445, p18-19. Source: New Statesman

Nakamura Y. (2018, Nov 1, 12:20 AM GMT). Zozo Ditches Body-Measuring Suit, Saying No Longer Needed. Retrieved from: https://www.bloomberg.com/news/articles/2018-10-31/zozo-ditches-body-measuring-suit-saying-it-s-no-longer-needed

Shannon D. (n.d.). The History Of Victoria’s Secret. Retrieved from: http://www.deliberatemagazine.com/history-victorias-secret/  Accessed on: 07/02/2018

Strahan E. J., Lafrance A., Wilson A. E., Ethier N. (Wilfrid Laurier University); Spencer S. J., Zanna M. P. (University of Waterloo) (2007, Aug 14). Victoria’s Dirty Secret: How Sociocultural Norms Influence Adolescent Girls and Women.

Van Elven M. (2018, Jun 07). What do Millennials and Generation Z consumers want from retailers?. Retrieved from: https://fashionunited.uk/news/business/what-do-millennials-and-generation-z-consumers-want-from-retailers/2018060730094

https://www-statista-com.hallam.idm.oclc.org/statistics/270384/inflation-rate-in-the-united-kingdom/ Accessed on 01/02/2019

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https://www.annsummers.com/about-us.html      Accessed on 25/01/2019

http://academic.mintel.com/display/903770/?highlight#hit1  Accessed on 25/01/2019

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https://www.lb.com/our-brands/victorias-secret    Accessed on 01/02/2019

https://www.lb.com/our-company/values                   Accessed on 01/02/2019

https://www.lb.com/our-company/about-us          Accessed on 01/02/2019

REST OF BIBLIOGRAPHY

Alvarez, E. (2017, Jan 30). Gap envisions a future with augmented-reality ‘dressing rooms’. Retrieved from: https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/)

Barr N. (2013, Oct 30). “Happy Ending, Right?” The founder of Victoria’s Secret had a genius idea. But grhe couldn’t see just how far it could go. Retrieved from: https://slate.com/business/2013/10/victorias-secret-founding-roy-raymond-had-a-great-idea-but-les-wexner-was-the-one-to-see-it-through.html

Bonnema B. (2016, Oct 10). Victoria’s Secret: Sweatshops aren’t Sexy. Retrieved from: https://nowtrendingsite.wordpress.com/2016/10/10/victorias-secret-sweatshops-arent-sexy/

Chrisler J. C, Fung K. T., Lopez A. M. & Gorman J. A. (2013, May 10). Suffering by comparison: Twitter users’ reactions to the Victoria’s Secret fashion show. Retrieved from: https://www.journals.elsevier.com/body-image

Clackson J. (2018, March 26). Is Sloggi’s Zero Feel Bra All That?. Retrieved from: http://blogs.brighton.ac.uk/jfc18/2018/03/26/is-sloggis-zero-feel-bra-all-that/

Du L., Takahashi M. & Alpeyev P. (2018, July 4, 6:49 AM GMT+1). Top Japan Fashion Site Bets Big on Private Brand, Body Scanning. Retrieved from: https://www.bloomberg.com/news/articles/2018-07-04/top-japan-fashion-site-bets-big-on-private-brand-body-scanning

Fromm J. (2018, Jan 10, 11:00am). How Much Financial Influence Does Gen Z Have?. Retrieved from:  https://www.forbes.com/sites/jefffromm/2018/01/10/what-you-need-to-know-about-the-financial-impact-of-gen-z-influence/#226cbe6656fc

Fromm J. (2017, Dec 13, 11:00am). Why Label Transparency Matters When It Comes To Millennial Brand Loyalty. Retrieved from: https://www.forbes.com/sites/jefffromm/2017/12/13/why-label-transparency-matters-when-it-comes-to-millennial-brand-loyalty/#4ddf289e3dac

Gordon L. (2014, May 30). Emerging Markets Account for 90% of the Global Population Aged Under 30. Retrieved from: https://blog.euromonitor.com/emerging-markets-account-for-90-of-the-global-population-aged-under-30/

Gold J. (n.d.). Ann Summers Parties. Retrieved from: http://www.jacquelinegold.com/ann-summers/party-planners Accessed on 25/01/2019

Hanbury M. (2018, Aug 23). Victoria’s Secret says it’s closing 20 stores this year. Retrieved from: https://www.businessinsider.com/victorias-secret-closing-20-stores-2018-8?r=US&IR=T

Harrington C. (2012, Dec 12). Victoria’s Secret Problems: 3 Big Issues the Lingerie Chain Needs to Address. Retrieved from: https://www.thelingerieaddict.com/2012/12/victorias-secret-lingerie-issues.html https://www.bbc.co.uk/news/business-46268408 Accessed on 29.12.2018

Helmore E. (2018, Jul 22). Clipped wings: Victoria’s Secret sales slip as shoppers become less daring. Retrieved from: https://www.theguardian.com/business/2018/jul/22/victorias-secret-pink-sales-stock-down

Hogue J. V. & Mills .S. (2018, Nov 12). The effects of active social media engagement with peers on body image in young women. Retrieved from: https://www.journals.elsevier.com/body-image

Hoskins T. (2014, Oct 1). Cotton production linked to images of the dried up Aral Sea basin. Retrieved from: https://www.theguardian.com/sustainable-business/sustainable-fashion-blog/2014/oct/01/cotton-production-linked-to-images-of-the-dried-up-aral-sea-basin

Japanconsuming (2014, July 7, 12:00). In Japan, Urban Research Experiments with Virtual Changing Booths. Retrieved from: https://www.businessoffashion.com/articles/fashion-tech/japan-urban-research-experiments-virtual-changing-booths

Sheehan, A. (2018, Feb 21). How These Retailers Use Augmented Reality to Enhance the Customer Experience. Retrieved from: https://www.shopify.com/retail/how-these-retailers-are-using-augmented-reality-to-enhance-the-customer-experience

Laamoud M. & Kalinina D. (2014, Dec 7). Customer-based Brand Equity. Retrieved from: https://businessinsidewear.wordpress.com/tag/brand-equity/

Knobloch-Westerwick S. & Crane J. (2012) A Losing Battle: Effects of Prolonged Exposure to Thin-Ideal Images on Dieting and Body Satisfaction, 39(1) 79 –102. http://crx.sagepub.com

Masback G. (2016). The voice of gen z: Understanding the attitudes & attributes of America’s next “greatest generation”. CreateSpace Independent Publishing Platform

Marian P. (2014, Nov 03). JD Williams responds to Victoria’s Secret ‘Perfect Body’ campaign. Retrieved from: https://search-proquest-com.hallam.idm.oclc.org/docview/1619384353?accountid=13827

Mzezewa T. (2018, Nov 16). Victoria’s Secret? In 2018, Fewer Women Want to Hear It. Retrieved from: https://www.nytimes.com/2018/11/16/style/victorias-secret-bras-decline.html Accessed on 03.01.2018

customer-experience

O’Connor T. (2018, Nov 20). The race to replace Victoria’s Secret. Retrieved from: https://www.businessoffashion.com/articles/professional/inclusive-lingerie-startups-replace-victorias-secret?utm_campaign=26db1e3fd2-the-race-to-topple-victoria-s-secret&utm_medium=email&utm_source=Subscribers&utm_term=0_d2191372b3-26db1e3fd2-429768097

Rasool A. (2018, Nov 12). Fashion Insiders Slam Victoria’s Secret Executive Ed Razek for Transgender Model Comments. Retrieved from: https://www.teenvogue.com/story/victorias-secret-ed-razek-transgender-model-comments-response

Robehmed N. (2015, Dec 8). The business of Victoria’s Secret fashion show. Retrieved from: https://www.forbes.com/sites/natalierobehmed/2015/12/08/the-business-of-the-victorias-secret-fashion-show/#3b23edf875cf

Schlossberg M. (2015, Aug 3). How Victoria’s Secret’s core customers have completely changed. Retrieved from: https://www.businessinsider.com/victorias-secrets-crazy-history-2015-7

Schlossberg M. (2016, Jul 23). Victoria’s Secret is ignoring a massive shift in the lingerie industry, and it could be costing it tons of money. Retrieved from: https://www.businessinsider.com/victorias-secrets-marketing-strategy-2016-7?r=US&IR=T

Tesseras L. (2015, Feb 11). Profile: Jacqueline Gold, Ann Summers/ On empowering women in the bedroom and the boardroom.

Retrieved from: https://www.marketingweek.com/2015/02/11/profile-jacqueline-gold-ann-summers/

Wang E. (2018, Apr 11). Leyna Bloom Wants to Be the First Trans Woman of Color on the Victoria’s Secret Runway. Retrieved from: https://www.teenvogue.com/story/leyna-bloom-campaign-first-trans-woman-victorias-secret https://www.glamour.com/story/halsey-calls-out-the-victorias-secret-fashion-shows-lack-of-inclusivity

Unknown author (2014, Nov 17). Victoria’s Secret Brand Anatomy. Retrieved from: https://businessinsidewear.wordpress.com/2014/11/17/victorias-secret-brand-anatomy/

Unknown date and author: http://www.vault.com/company-profiles/retail/victorias-secret-stores,-llc/company-overview.aspx  Accessed on 30/01/2019

https://www.businessinsider.com/victorias-secrets-crazy-history-2015-7  Accessed on 03.01.2018

https://www.finder.com/sites-like-victorias-secret Accessed on 03.01.2018

http://www.lingerieinsight.com/exclusive-interview-sloggi-head-marketing-anna-stark/ Accessed on 03.01.2018

https://www.professionalacademy.com/blogs-and-advice/marketing-theories---pestel-analysis Accessed on 03.01.2018

Full Accounts for Victoria’s Secret. Retrieved from: https://beta.companieshouse.gov.uk/company/07279467/filing-history

Full Accounts for Boux Avenue. Retrieved from: https://beta.companieshouse.gov.uk/company/07191520/filing-history

Full Account for Ann Summers. Retrieved from:

https://beta.companieshouse.gov.uk/company/01034349/filing-history

PHOTOSHOPING

LAYOUT DEVELOPMENT

COVER DEVELOPMENT

ONLINE SURVEY

FORMATIVE FEEDBACK PRESENTATION

•Explain why they are an interesting brand for your Brand Marketing Report.

I enjoyed researching about how women react to the models with conventionally beautiful bodies illustrated in commercials and advertisements and what psychological effects this prolonged exposure to thin-ideals might have. Moreover I also reading about how SM affects our behaviour (for eg we always seek validation from our peers and try to create an online persona to show other how we would like to be perceived by the world).

• Justify their current position in the market, whilst looking at their history.

Based on primary and secondary research people still believe VS is a synonym for sexiness, affordable luxury products and perfection, but others believe the brand is out of touch with current times and consumers’ expectations. They’ve been using the same marketing strategies since the 90’. It is time for a different approach.

• Summarise the findings/methodologies of your research.

My research includes primary and secondary sources of information:

-primary: interviewing VS customers, speaking with people my age about to find out their opinions on the topic, what they expect from a brand such as VS, what they would like to see, online Survey to help me understand the consumers better (VS demographics), Tried to email VS for an interview, tried to interview women supporting the body-positive movement on Instagram (no answer)

-secondary: books, articles, google

• Present your recommended future strategy for the brand. Include at least 3 individual elements

1. Female empowerment

2. Technological investments

3. Collaborations

4. Sustainable brand model

SPEECH: 

2. I have chosen Victoria’s Secret for this module’s marketing report. One reason that sparked my interest was the fashion show and how it brought them fame, but now it’s bringing them down. I also enjoyed researching about how women react to the models with conventionally beautiful bodies illustrated in commercials and advertisements and what psychological effects this prolonged exposure to thin-ideals might have. Moreover I also reading about how SM affects our behaviour (for e.g. we always seek validation from our peers and try to create an online persona to show other how we would like to be perceived by the world).

3. Here is a summary of the research methodologies used to compile the necessary primary and secondary information. According to my research the main attributes of the brand today are: sexy, luxurious, perfect, out of touch.

4. Even though they are a market leader in the US, in the UK they only represent 11%of the market among other lingerie specialists.

5. The following moodboard shows the differences between VS and their competitors. Store design between B Avenue and VS. The 2 sides/trends so to say in the lingerie market, namely comfort and sexiness. Brands like Sloggi who want to sell ultimate comfort. Then the idea of sexiness that translates differently between brands: VS, Ann Summers, SavagexFenty

6. Brand Positioning map that shows where about VS is situated among competitors

7. Here is a Pestle analysis that presents the main macro-economic factors that affect the brand or might have an impact on the way they conduct business in the future. Some of them include social changes like a shift in mentality and how people perceive female beauty nowadays. Younger generations are demanding for a more diverse fashion industry and VS is no exception.

8. Moving on to the next slide. Here is an infographic showing the strengths, weaknesses, opportunities and threats that the brand might face. Analysing the weaknesses, namely ….. and the threats: ….. a series of recommendations will be made to improve the brand’s performance, retain their current demographics and earn the loyalty of younger generations.

9. And the moodboard for my Proposed Social Media and Marketing Mix:

-invest in technology because technology is one important part of younger generations’ daily lives (future customers): PINK booths, 3d Body scan,

-collabs: Off White

-female empowerment: diverse models, have a customer walk the show every year

-keep the current aesthetic 

BRAND COLLABORATIONS

Balmain (2017 show):

Source of paragraph: https://www.harpersbazaar.com/fashion/fashion-week/g13812534/victorias-secret-balmain-full-collection/

This year's Victoria's Secret Fashion Show featured a one-of-a-kind collaboration with Balmain, marking the first time the lingerie giant teamed up with a high-end designer for runway looks and a retail collection. In addition to crafting custom ensembles for the models, Balmain's creative director Olivier Rousteing also helped the VS team create a shoppable range for consumers. Victoria's Secret x Balmain is available in-store and online starting November 29 (the day after the fashion show airs on CBS).

The theme of the collaboration was simple: punk. The edgy-meets-sexy aesthetic was right up Balmain's and VS's alley. "We believe in the same kind of woman, a powerful lady, a strong and confident, sexy girl that knows what she wants," Rousteing said of their collab. The result on the runway included ultra-studded leather jackets, laced-up over-the-knee boots, and all of the plaid, safety pins, spikes, and chains you thought possible.

The capsule was sported by veteran Angels and Victoria's Secret rookies alike for today's taping. Before you see the looks on TV next week, or scour for their shoppable counterparts online, take a look at how the collaboration came to life on the runway.

Mary Katrantzou (2018 show) 

  Source of paragraph: https://www.vogue.com/article/victorias-secret-fashion-show-mary-katrantzou-collaboration

After a celebratory 10th anniversary show during London Fashion Week, Mary Katrantzou isn’t slowing down. This November, the designer will unveil a capsule collection with Victoria’s Secret at the lingerie retailer’s 2018 Victoria’s Secret Fashion Show. “My work is about perception and perspective and filtering beauty through design to allow women to stand out. I wanted to turn that on its head and look at the ‘foundation’ that we wear as women, underneath the clothes I usually design in my collections. Underwear is the first protective layer that has the ability to reinforce a woman’s confidence,” says Katrantzou.

“I wanted the collection to be colorful and uplifting, bold, and strong. It’s designed to empower women to have fun with their undergarments and feel free to explore pattern and color as a second skin,” she tells Vogue. “The pieces can be worn as undergarments or as actual clothing, so all the fabrications have dual purpose. I wanted to stay true to our brand heritage, so pattern and color are integral to the collection, but we always kept the Victoria’s Secret girl central to the design process. There’s a nod to silhouettes that we’ve developed in past collections, but there are also new silhouettes that we designed with VS in mind.”

Katrantzou worked closely with the Victoria’s Secret Fashion Show’s longtime creative director, Sophia Neophitou-Apostolou, and executive producer, Monica Mitro, as well as the Victoria’s Secret design team, to get the prints and fit just right. The Angels, too, got to give their take on the collection. “It was invaluable to fit on the VS girls and get their feedback on what they love to wear,” says the designer.

Brand collaborations proved to be successful for VS as the Balmain collection sold out fast on the official website and the 2018 Mary Katrantzou runway outfits and available pieces received positive feedback. I believe the brand will continue this "collaborations" strategy in the future. 

VICTORIA'S SECRET SOCIAL MEDIA

SM stats as of 27.01.2019

Instagram 64.7 M followers
Facebook  29 M likes 
Twitter  11.2 M followers
LinkedIn   275.123 followers

2017: "Victoria’s Secret was the dominant retail brand on social media in 2017, receiving more than 352 million cross-platform actions (likes, comments, retweets, etc.) across Facebook, Twitter and Instagram. The lingerie brand’s total accounted for 28% of all cross-platform actions among retailers, according to the State of Social report from Shareablee. Urban Outfitterswas the second-most-social retailer with 161 million actions (13% of the total), followed by:

• Forever 21 with 123 million actions (10%);
• Gucci with 110.2 million actions (9%);
• H&M with 97.3 million actions (8%); and
• Dior with 95.2 million actions (7%). "

2018: Victoria's Secret have a huge cross-platform audience of 102.8 M (Shareablee, Apr 28, 2018) and total actions of 43.6 M.

On their Youtube VS have 1,742,820 subscribers (1/27/2019) and their latest fashion show reached 8,431,091 views. They have a few categories, namely: Sport, Fragrance and Beauty, Provocatively Sexy, Everyday Sexy, Simply Sexy. Their videos fairy representing the brand's identity: sexy, fun, athletic. 
Most of the comments to their latest runway show are discussing the models, what happened during the show, the outfits, Adriana Lima leaving the powerhouse, but some of the are harsh and display how younger consumers perceive the show: 

S Diddy3 weeks ago

"Empowering, strong, sexy, confident, beautiful. Really? Why does Victoria's Secret have to showcase that in women who have tiny waists, thigh gaps, and tall bodies? They are feeding the stereotype that women have to look a certain way to be beautiful. I'm not trying to throw harsh shade at this brand, but all I'm saying is that I'm a 12 year old, and I don't see many comments realizing that Victoria's Secret has a reputation of only showing beauty, confidence, and empowerment in women who have to be unrealistically small. Maybe it's time for a change."

-Their content(photos) is similar across different platforms:

-They also use instant buy, allowing their followers to buy any product they might want to. 

-Semi-annual sales (periods of great price reductions) are highly advertised on their online platforms:

-The content is always the same: models, angels, lingerie, accessories and beauty products. No giveaways, no other celebrity or influencer collaborations

-On average I would say they have between 100,000 and 300,000 likes per post (Instagram), while pictures from the VS fashion show can reach more than that. One particular post with angel veteran Adriana Lima from the VS 2018 runway had more than 1,000,000 likes.

-They post around 3 times a day (Instagram) 

-Both on their FB and Instagram they don't receive enough engagement compared to their number of followers. On Facebook they have as little as 43 likes and no comments. After researching into younger generations of consumers, I found out that Gen Z and younger Millennials prefer platforms like Instagram and Snapchat (photo and video based), while older generations use FB and Twitter. Maybe older generations of consumers (older Millennials for eg) are not engaged by this type of content and would prefer discussion-based posts or at least other pictures. Content should be different across different platforms as long as the audience is different. Please the majority. 

-Their Twitter page is getting some engagement depending on post and they post on a daily basis.






Visually, all their platforms match the in-store design, colour-scheme and overall brand identity.
I could say that their Instagram feed has 2 moods: dark and sultry or bright and fun. 

PROPOSED COLLABORATION: OFF-WHITE

NEW MOODBOARD :

PROPOSED BRAND MOODBOARDS

The moodboard above illustrates the proposed social media, influencer marketing and marketing mix for Victoria's Secret. It highlights 4 main aspects:
1. Female empowerment
2. Keeping up by investing in technology 
3. Brand collaborations 
4. Keep current aesthetic 

See "proposed strategy/recommendations" post for further information.





This second moodboard presents their proposed demographics. A more diverse consumer (plus-size, pregnant women etc.) that cares about femininity and how women are perceived in today's society. Empowering women, making them feel important, creating a sense of sorority and a welcoming environment will result in making the VS fantasy available everywhere and most important for everyone.






The third moodboard shows the future brand positioning and competitors based on the new strategy.
Savage x Fenty, Misguided, Boux Avenue and Ann Summers are some of the brands Victoria's Secret might have to face if they decide to embark on the body-positive and diverse wagon. Every woman is beautiful and special in her own way. Even though many lingerie brands are following the body-diversity trend, Victoria's Secret will still have the ability to differentiate themselves based on designs and overall brand aesthetic.

BRAND MODELS

Source of images: Primary Photography 

MOOD

PROPOSED STRATEGY/RECOMMENDATIONS

1. Female empowerment

In 2018 the brand’s CMO, Ed Razek tried to incorporate trending movements like feminism, body positivity and diversity into their world-famous annual fashion show, but the results were not what people expected and proved how out of step the brand is with current consumer perceptions of inclusiveness and body positivity. As US author Jill Filipovic opinionated in 2016, "putting conventionally attractive women onstage — even if those women are more racially diverse than in past years — and using them as physical representations of sex in order to sell bras isn't exactly a manifestation of the feminist dream". (Manavis, 2018). Recent remarks of the brand’s CMO in an interview with Vogue also stirred a lot of online backlash and reinforced the Victoria’s Secret idea of female beauty: "Does the brand think about diversity? Yes. Do we offer larger sizes? Yes," he said. "Shouldn't you have transsexuals in the show? No. No, I don't think we should. Well, why not? Because the show is a fantasy"…We attempted to do a television special for plus-sizes [in 2000]. No one had any interest in it, still don’t."

“In Western society, women feel tremendous pressure to be thin. Girls often start dieting as young as 10 years old and this preoccupation with weight and body shape is evident across the life span (Pliner, Chaiken, & Flett, 1990)” (Strahan, Lafrance, Wilson, Ethier, Spencer, Zanna, 2007)

In this context, it is to believe that an approach more in-touch with current times and consumer demand would be to create a more diverse and welcoming brand. As we live in a time when female empowerment is a crucial part of possibly any woman’s life, it is almost imperative that a lingerie brand which has such an intimate relationship with its customers, makes any woman feel good and confident in her own skin.

” The first presidential primary election many of us remember was in 2008, when Hillary Clinton, a woman, took on Barack Obama, an African-American man. For us, it has seemed that anything is possible. (Masback, 2016)

Placing female empowerment at the core of the business would be more in line with what consumer expect from brands with great influence and impact on young girls’ idea of female beauty. Instead of casting only models that fit into certain measurements, the brand could feature diverse models on the catwalk, in their campaigns and as their angels, while keeping alive the promised fantasy by using the same stylish, fashionable and feminine vibe customers are used to and love about Victoria’s Secret.

Instead of months of preparations to fit into a specific “mould” by making the girls lose weight and even train twice a day, the team could hire professional nutritionists and trainers that will make the models look the “best” version of themselves, highlighting the importance of being healthy, both physically and mentally.

These models should be chosen based on their personality, highlighting the idea that beauty comes from within and any girl has the potential of being a part of the fantasy they want to portray. In order to illustrate that the brand places their customer at the heart of the business, Victoria’s Secret could organise an annual “digital tombola”. One lucky customer should have the chance of experiencing the world of Victoria at its fullest, on the catwalk. In order to take part in the contest, customers would have to create an account on the brand’s website and make a purchase of at least $50. If they would like to buy in store, the same rules apply, but a special receipt code will have to be registered on the website. The more they buy, the greater the chances of winning and meeting the Victoria’s Secret angels before the show and at the after party. If customers don’t have an account yet, the software will ask for registration so that the team in charge will be able to contact the winner. Now if people will participate and give their details it will profit the business a great deal as marketing teams will have the chance to match certain items with an identity. Hence they will establish consumer preference trends and with the customer’s consent even send emails with customised offers based on these preferences. The brand already had a similar contest for this year’s show (2018), but for employees only, based on the highest sales performance, they had the chance to see the show. (Source: LinkedIn)

On the same previous note about feminism implementation, a good PR movement would be to add real feminists to their band ambassadors (“angels”) instead of using supermodels. Influential voices young consumers are looking up to like Sonny Turner(285k), Paloma Elsesser(195k), Hari Nef(357k), Barbie Ferreira(483k), Lauren Wasser(107k), Lulu Bonfils(60.2k), Mariah Idrissi(886.3k), Ashley Graham(8M), Adwoa Aboah(744k) would attract a lot of attention and could benefit the brand’s public image. These models represent more than just a pretty face in the eye of consumers, they stand for something and aim to send the right message out there.

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2. Sustainability

From our research and other lingerie brands’ approach to marketing, identity, logistics and supply chain, two key-elements that younger Generations of consumers (younger Millennials and older Gen Zedders) value the most in a brand are transparency and authenticity (Fromm, 2017 & Wissink as an interviewee). That is one main reason why VS should concentrate their efforts around becoming more environmentally-friendly and introduce better systems of tracing cotton in their supply chain and learn about their female employees in developing countries where they outsource garment production, making sure they have a fair wage and working conditions.

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3. Technology

On a different note, investing in technology would be one of my strongest recommendations for Victoria’s Secret. For this module, a survey was created and 51 women (64% between 16-25 and 30% 26-35) took part. When asked if they would be willing to use a 3-D body scanner to find their perfect bra size, 40% said YES and 44% ticked the ABSOLUTELY YES box.  3-D body scanning for custom sizes would open a new target market, considering that the brand currently sells bras from 32A to 38F. Start Today Co Ltd, now Zozo Inc., is a Japanese clothes-selling website, which already implemented an innovative technology called “the Zozosuit”, a polka-dot bodysuit, aimed at providing customers with bespoke services for finding the perfect fit. From researching into the product, the suit is relatively easy to use. Once the customer is wearing it, a mobile app software will measure the distance between the white dots on the “black canvas” (the suit) and will tell you the exact body measurements. After only a few months since they launched the technology, the company claims it received orders worth 15.4 billion yen from Zozosuit users and collected so much data they don’t need to use the suit anymore (Nakamura, 2018). Similar measuring services could be available in store or in the comfort of the user’s own home. Once the measurements will be linked with an account, the customer will be able to order anything online: lingerie, nightwear, loungewear and sportswear, while also having the possibility of ordering a custom-fit if the software cannot match the measurements with an existing available size. In order to put this customisation service into practice, they could open a special factory with seamstresses dedicated to this part of the business.

Because the “Zozosuit” sensor technology is already patented, VS could create a similar technology and create a pink suit with white stripes and a scanner app that could read how the stripes are displayed and create a virtual mould of the body.

Easing the online shopping process and showing consumers Victoria’s Secret is a brand that knows them and their needs will strengthen the link between the brand and its customers.

In industries like retail, where the bridge between online and offline is often manifested through consumer smartphones, AR can significantly benefit businesses. (Bloom, 2017). Augmented reality is something fashion companies are already investing into. E-commerce giant Amazon.com already bought Body Labs, a 3-D body-scanning start-up company, which allows customers to create true-to-life 3D avatars in order to virtually try clothes on (Du, Takahashi & Alpeyev, 2018).  Another company that invested in AR in 2017 is Gap Inc. In collaboration with Google and San Francisco-based start-up Avametric, the brand launched a “DressingRoom” app for consumers to see how clothes will fit them by showing a 3D mannequin based on their measurements (Alvarez, 2017).

Virtual Mirrors in changing rooms or in changing “boots” also have a huge potential for retailers and could boost both in-store and online sales. Eliminating all the fuss and exhaustion about trying on different sizes and colours in store would be a big step forward in improving customer experience. Virtual changing boots which carry no stock would be time-saving for consumers and will eliminate the resource-demanding task of inventory managing, while boosting the e-commerce side of a business. Victoria’s Secret could invest in such technologies in order to expand their international business without using financial resources to open Brick-and-mortar stores. If the consumer used the 3-D body-measurement technology he could then enter his account details and the software would know the exact measurements and could fit the items on his body. “The pink booths” could look like telephone booths that can only be closed from the inside and should be placed in areas of interest with a high concentration of younger demographics like university campuses. Implementation of an initial trial stage would be necessary in order to see how consumers react and expect the technology to work like. During this test-phase PINK campus reps could promote the new technology and invite students to test it. Because this will be a promotional campaign, a few striped suits in different size should be available for free to anyone who wants to have the PINK booth experience. After the promotional campaign is over, if anyone who wants to use a PINK booth should buy it either online or in-store.

Generation Z holds the largest number of tech-savvy consumers and is the most likely generation that would completely embrace and accept technology into their lives. “Like Millennials, Pivotals operate in a market guided by technological advancements and a social landscape spanning the physical and digital worlds” (Fromm & Read, 2018).

In 2014, Japanese popular fashion, home and lifestyle retailer, Urban Research, already launched a trial pop-up store (Japanconsuming, 2018) and popular fast-fashion brand Topshop partnered with AR Door to bring the AR experience to their Moscow store by using Kinect for the virtual fitting rooms (Sheehan, 2018).

The brand could make use of this technology for all of their lingerie and apparel lines, as well as for the beauty products.

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4. Collaborations

As a Mintel report about consumer perceptions on lingerie brands shows, people see Victoria’s Secret as trend-setting and fashionable compared to other lingerie specialists.

Past collaborations have proven to be very successful and brought the brand great revenue. In 2017 Victoria’s Secret teamed up with Balmain and had creative director Olivier Rousteing helping the VS team design custom runway looks and a retail collection available both in-store and online, which subsequently sold out really fast. Hence, other collaborations with fashion brands like OFF-White for a relaxed, streetwear inspired collection of underwear and apparel would suit the preferences of younger demographics. Street style is becoming increasingly important in today’s youth culture

In addition, after talking to Victoria’s Secret customers we found that many of them only buy beauty products as they consider other items to be over-priced. Collaborating with established or online famous makeup artists for a dedicated Victoria’s Secret makeup line should also be highly appreciated by their customers.

Making changes while keeping the current aesthetic (feminine, sexy, stylish) and colour-scheme is important as we do not intend to alienate the current consumer that enjoys the designs and overall visual identity of the brand. Primary research revealed that people associate the brand with the colours they use (pink) and identify it as trend-setting and fashion-focused (Mintel, 2018).

References:

Sheehan, A. (2018, Feb 21). How These Retailers Use Augmented Reality to Enhance the Customer Experience. Retrieved from: https://www.shopify.com/retail/how-these-retailers-are-using-augmented-reality-to-enhance-the-customer-experience

Japanconsuming (2014, July 7, 12:00). In Japan, Urban Research Experiments with Virtual Changing Booths. Retrieved from: https://www.businessoffashion.com/articles/fashion-tech/japan-urban-research-experiments-virtual-changing-booths

Alvarez, E. (2017, Jan 30). Gap envisions a future with augmented-reality 'dressing rooms'. Retrieved from: https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/)

Du, L., Takahashi M. & Alpeyev P. (2018, July 4, 6:49 AM GMT+1). Top Japan Fashion Site Bets Big on Private Brand, Body Scanning. Retrieved from: https://www.bloomberg.com/news/articles/2018-07-04/top-japan-fashion-site-bets-big-on-private-brand-body-scanning

Bloom, A. (2017, Nov 8, 05:30). Op-Ed | Why Augmented Reality Changes Everything. Retrieved from: https://www.businessoffashion.com/articles/opinion/op-ed-why-augmented-reality-changes-everything

Nakamura Y. (2018, Nov 1, 12:20 AM GMT). Zozo Ditches Body-Measuring Suit, Saying No Longer Needed. Retrieved from: https://www.bloomberg.com/news/articles/2018-10-31/zozo-ditches-body-measuring-suit-saying-it-s-no-longer-needed

Fromm J. (2018, Jan 10, 11:00am). How Much Financial Influence Does Gen Z Have?. Retrieved from:  https://www.forbes.com/sites/jefffromm/2018/01/10/what-you-need-to-know-about-the-financial-impact-of-gen-z-influence/#226cbe6656fc

Fromm J. (2017, Dec 13, 11:00am). Why Label Transparency Matters When It Comes To Millennial Brand Loyalty. Retrieved from: https://www.forbes.com/sites/jefffromm/2017/12/13/why-label-transparency-matters-when-it-comes-to-millennial-brand-loyalty/#4ddf289e3dac

Fromm J. & Read A. (2018). Marketing to Gen Z: the rules for reaching this vast, and very different, generation of influencers. Published by AMACOM

Masback G. (2016). The voice of gen z: Understanding the attitudes & attributes of America’s next “greatest generation”. CreateSpace Independent Publishing Platform

Manavis S. (2018, Nov 16). Why Victoria’s Secret is struggling to be “woke”; Vol. 147 Issue 5445, p18-19. Source: New Statesman

Strahan E. J., Lafrance A., Wilson A. E., Ethier N. (Wilfrid Laurier University); Spencer S. J., Zanna M. P. (University of Waterloo) (2007, Aug 14). Victoria’s Dirty Secret: How Sociocultural Norms Influence Adolescent Girls and Women.