VICTORIA'S SECRET BACKGROUND INFORMATION

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 it to be an exciting process that would make men feel comfortable, not perverted.

Victoria's Secret's beginnings highlight an issue: the company was selling something geared towards men rather than women. A peek at a 1979 catalog shows women sprawled out in provocative positions. The birth control pill hit the market in the 60's a few years prior to Victoria's Secret being founded and where the sex revolution for women had just broken ground. This then made sexy lingerie an even bigger trend and therefore resulted in the company becoming more and more successful.

References:

1. https://en.wikipedia.org/wiki/Victoria%27s_Secret
2. https://www.businessinsider.com/victorias-secrets-crazy-history-2015-7?r=US&IR=T

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FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company.

CURRENT SOCIAL MEDIA/INFLUENCER MARKETING/MARKETING MIX MOOD BOARD

This is my current social media/influencer marketing/marketing mix mood board that will be included within my report. Within this report I have included some influencers such as Gigi Hadid and Kendall Jenner as these are two of the key most famous influencers the brand uses to market the products. Twitter and Instagram are on the mood board as these are the brand's most used social media platforms and the American flag because the place the brand was founded in was San Francisco and it is an overall American brand. The Victoria's Secret Angels are also large influencers of the brand and the fashions shows are a large part of the promotion, the two go together well as a good brand strategy to get the products out in the open. Finally, the interior of the store is on this mood board as it gives the consumers a positive shopping experience which is another strategy to bring in business and also the catalogues etc are another way the brand promotes the products.

MY OWN SWOT ANALYSIS

MY OWN SWOT ANALYSIS: Strengths: Even though Victoria’s Secret has many issues that members of the public have picked up on and are offended by, the brand also includes many strengths. Some of the Strengths of Victoria’s Secret are: First, the brand uses some powerful influencers as ambassadors and models in order to entice members of the public to buying their products, such as: Kendall Jenner and Gigi Hadid. Also, the company is very active on their online marketing. They are constantly posting on their Instagram page and updating their consumers with activity taking place within the company such as new releases on social media platforms such as Twitter and even emailing. Next, he company uses organic and fare trade raw materials making them sustainable. Finally, the company also uses television adverts which is a positive for those who do not follow their social medias, they have good brand strategies in order to entice members of the public into their brand. Weak

Fashion Management and Marketing One

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