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