'VICTORIA'S THREE DIRTY LITTLE SECRETS'

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 Appropriate: The Victoria's Secret Fashion Show has appropriated traditional attire and symbols and hyper-sexualised their meanings. The endless allusions to various Middle-Eastern, Native American, and other cultures' traditional patterns or symbols. (although maybe not as bad as the 2012 show) are incredibly offensive and distasteful and exploit the original meaning or significance attached to the image. While the exploitation and sexualisation of various cultures and sacred objects is not new to the fashion industry, it still cannot be tolerated.

References:

1. http://www.joojooazad.com/2014/12/victorias-3-dirty-little-secrets.html

Comments

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.

BRAND POSITIONING MAP

This is my brand positioning map/first attempt of the one I will be submitting; I may add/change some of the brand around once even more research has been conducted. The points I decided to go for in this brand positioning map is 'HIGH PRICE', 'LOW PRICE', 'HIGH QUALITY' AND 'LOW QUALITY'. I believe these are good points as it shows if the price of the products matches up to the quality and portrays whether you actually get for what you pay for. These brands on the map are all of different levels of quality and price and I have placed them according to where I believe they should go.

INTIMISSIMI

INTIMISSI: Intimissi is an all diverse and all inclusive brand for lingerie consumers. They stock a number of different sizes and styles in order for each individual to have the perfect fit that they desire. In 2013, Intimissimi launched differentiated cups, which took off as this helped a lot of women around the world. The brand is Italian and was founded in 1996. Intimissimi clothing was sold through Victoria's Secret 's in a third-party partnership arrangement. In 2007, this partnership was expanded to sell Intimissimi in 240 Victoria's Secret stores. In 2015, model Shlomit Malka became the face of Intimissimi. She leads the company's international advertising campaigns until she was replaced in 2017 by Dakota Johnson . References: 1. https://uk.intimissimi.com/category/women/new-vera-collection/pc/4803/51793.uts 2. https://world.intimissimi.com/custserv/custserv.jsp?pageName=Corporate ...

Fashion Management and Marketing One

Search This Blog