•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
