In order to see where VS positions itself as a brand on the UK lingerie market I created 3 brand positioning maps based on customer perceptions, advertisements, brand values and actual price.
Currently there are 2 main trends dominating modern underwear designs, namely comfort and sexiness. Consumers tend to prefer comfortable undies nowadays and it is really understandable when women have to be at work for 8 hours daily, some comfort would be very helpful.
Even though some brands strategically positioned themselves as those who offer ultimate comfort like Sloggi with its "zero-feel" campaign, others like Victoria's Secret and Boux Avenue have adapted to this trend by introducing new products to match the consumer preferences: sports bras or unpadded,bras while at the same time staying true to their "brand nature" and still offer sexy push-up.
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