CURRENT BRAND MOODBOARDS

The moodboard above represents the current positioning of Victoria's Secret compared to its competitors in the UK. I have used 2 primary images that show the store layout and overall design for a VS shop and a Boux Avenue store, located in Meadowhall (shopping mall in Sheffield). The main difference between these 2, would be that VS uses mainly black and pink,  while BA store design is based on a all-white colour scheme. 
One other key difference between VS and other competitors is the use of diverse models. While retailers like SavagexFenty or Ann Summers constantly use plus-size and a wide range of models in their campaigns and on their SM pages, VS only uses girls with the same body type.
Moreover, while Ann Summers, SavagexFenty and VS still sell "sexiness" to their customers, other brands (Sloggi) emphasizes on comfort. 
Other differences between VS and their competitors is how VS uses "logo-obsession" to brand their merchandise in contrast to BS or AS.

This second moodboard represents their current consumer demographic. The pictures used represent a lifestyle and the things a typical VS customer would love or go mad for. They care about having branded clothing(everyone who wrote they shop at VS in my survey also answered yes when asked if brands are important to them). 
TRAITS: Outgoing, always wants to feel sexy and confident about herself, enjoys holidays, loves pink, likes anything instagramable, cherishes femininity and adores the Victorian aesthetic. 

My third moodboard represents their current social media, influencer marketing and marketing mix. The images used were cropped and adapted in photoshop to create a narative collage. They rely heavily on the image of their angels to promote the VS lifestyle any woman would dream of. They are successful, gorgeous young women or mothers that appeal to the public and have millions of fans on their own social media pages. In the VS universe as portrayed in the picture only a certain type of models are welcome, or the Kardashians, of course. 

To illustrate their aesthetic I've also added some products (from their instagram) and a picture with a VS shop in the background. 
Because I also wanted to refer to their world-famous fashion show, which is a main part of their unique marketing mix, the chosen models are all wearing VS runway outfits.