Fashion Management and Marketing One

1. Unethically Produced: Victoria's Secret exploits child labour and financially supports an illegal military apartheid regime. Even the so-called 'organic' and 'free-trade' cotton that Victoria's Secret claims to use was hand-picked by child slaves. Physical, emotional and psychological abuse is not uncommon in the 100+hr workweek that may marginalise workers face behind the scenes of Victoria's Secrets' factories. This is illegal, deceitful and inhumane. 2. False Image of Beauty:  There are no plus sized models, there are not even models wearing anything above a size 00. The models are incredibly thin and well-endowed, but most of the women are white. There are very little-to-none women of colour, women of Asian decent, etc. Self-titled the 'Sexiest Night of the Year', the Victoria's Secret Fashion Show is essentially very narrowly defining beauty for the trend of millions of men and women who watch the show worldwide. 3. Culturally A

Sustainability Within the Brand: Victoria’s Secret has achieved the E-label This is the lowest possible sustainability score and Victoria’s Secret has earned it by communicating nothing concrete about the policies for environment, carbon emissions of labor conditions in low-wage countries Environmental Impact: Not Good Enough:  Victoria’s Secret does not use eco-friendly materials in its collection, which is why its rating is ‘Not Good Enough’  There is no evidence that it has greenhouse gas emissions reduction target Has set a deadline for the elimination of hazardous chemicals by 2020 and it complies with a Restricted Substances List  The brand also has not set a specific reduction target, it reports to the Carbon Disclosure Project Labour Conditions: Not Good Enough: Based on the 2018 Ethical Fashion Report, the brands labour conditions were given a ‘Not Good Enough’ rating It has no worker empowerment initiatives such as collective bargaining or rights to make a c

CHANGING FASHION LANDSCAPES:   ETHICS: o    Who made it o    Where it came from o    Impacts on these people o    Exploitative labour o    Environmental damage o    Chemicals o    Waste o    Animal cruelty    A CIRCULAR ECONOMY: o    A circular economy is an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life.    SUSTAINABILITY: Close looped system: Examples of ‘closed loop’ company strategies: o    Levi’s o    H&M Fashion brands slower to adapt ‘closed loop’: o    Primark Luxury brands: o    Farming animals for fur o    Difficult to trace some supply chains/accountability for production Impacts: o    Sustainability o    Climate o    Depletion of natural resources (animals, habitat, water and so on)   ECO-FASHION: o    Fashion sustainability o    People tree o    Patagonia o   

SWOT ANALYSIS: STRENGTHS: 1. Fashion Shows: Victoria's Secret owes a major chunk of it's success to the annual Victoria's Secret Fashion Show  which is showcased in all leading fashion magazines and channels. They show not just showcases the latest collections of the season and an extraordinary priced events in the fashion business. 2. Celebrity Following: Quite contrary to other fashion brands which are endorsed by celebrities Victoria's Secret is a brand that creates celebrities. Many of the models who showcased their products have become celebrities and the company always chooses their models in a manner which connect to their audience which is primarily women. The models act as the first point of trust between the lingerie brand and other consumers. 3. Focus on Customer Engagement: The biggest strength of Victoria's Secret is their long line of loyal customers which regularly invest in lingerie and inner wear from the brand. This is possible not just becaus

INFORMATION NEEDED FOR REPORT: 1. ISSUU – marketing report website 2. SWOT analysis – Strength, Weakness, Opportunity, Threat 3. PESTLE – Political, Economic, Social, Technical, Legal, Ethical  4. Consider all of these areas when doing a brand analysis and seeing where their position  is in the market 5. Marketing Mix – 4 P’s – Product, Place, Promotion, Price; extra P’s – Process, People,  Physical Environment  WHY I CHOSE VICTORIA'S SECRET AS MY BRAND: I decided to choose Victoria's Secret as my brand as I am very interested in body image and how the media within fashion affects it. Victoria's Secret is a lingerie brand that only promotes one body type and does not focus on body diversity. This is something I feel very strongly about as everyone is beautiful in their own skin, and as a brand i believe Victoria's Secret should promote this. I am going to research into the ways that make Victoria&#

VICTORIA'S SECRET BACKGROUND INFORMATION: Victoria's Secret was founded by Roy Raymond, and his wife Gaye Raymond, in San Francisco, California, on June 12, 1977. In 1977, Raymond borrowed $40,000 from his parents and $40,000 from a bank to establish Victoria's Secret: a store in which men could feel comfortable buying lingerie. After borrowing money from his in-laws and from a bank, he established Victoria's Secret, which was named after the Queen because he imagined the stores looking like Victorian-era boudoirs, and wanted to evoke the sense of Victorian sophistication and propriety, while eluding to the 'secret' underneath the clothes.  When the brand was founded in 1977, the reason it began was because Roy Raymond wanted to buy his wife sexy lingerie as a gift, but didn't want to come across suspicious buying women's underwear. Raymond then had the ingenious idea to sound a company that would facilitate shopping for underwear. He wanted

MODLUE BRIEF: You will develop an understanding of how to apply these skills and methodologies to a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand. You will choose from one of the following brands to base your marketing report on: 1. Topshop/Topman 2. Ben Sherman 3. Umbro 4. Victoria's Secret 5. Abercrombie & Fitch  6. Dolce and Gabbana Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current market condition including any external factors affecting success, competitor analysis and a number of other key consideration. A key part of your brand report will be to produce a