Fashion Management and Marketing One

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.

PRESENTATION NOTES: TITLE PAGE SLIDE 1. WHY VICTORIA'S SECRET? I am a customer myself and I do really like the products that the brand sells. I believe in equality and think that should be a message sent out by any brand - so I decided to choose Victoria's Secret in order to further this within the brand as they lack diversity. The brand doesn't send out the best message about body image, and body image is something i am interested in and would like to take further into my recommendations for the brand to work on as it can be so damaging to the younger generation or even anyone for that fact. SLIDE 2. VICTORIA'S SECRET'S CURRENT POSITION: Victoria's Secret is known for their underwear, but has extended the products to fragrance, pyjamas and beauty products, all which have been proven very popular by members of the public. The brand grew rapidly from when it started and is now one of the most valuable apparel brands worldwide which is very impr

I feel that my presentation went really well, I was able to get my ideas across well and simply while still including all the information I needed. I was told that the sustainability recommendation was a very positive and interesting thing as sustainable underwear brands aren't really a thing anywhere, or they are not promoted very well. I was told that my primary research was very useful in my findings and that it was very good that I got my own results using consumers rather than statistics. I got some feedback from my 'buddy' when presenting and she said: The Instagram poll is interesting, and looking at information from polls  The sustainable brand idea was good as it will make people more aware of how important sustainability is in the fashion industry and everywhere Research was done successfully and she liked that I had visuals within my presentation She also said she liked the app idea, however she wanted to know more on how is it going to ad

EXECUTIVE SUMMARY: Victoria’s Secret was originally launched in 1997 by Roy and Gaye Raymond. The brand started up when Roy wanted to buy his wife some sexy lingerie as a present without coming across suspicious for purchasing women’s underwear. He then had the idea to begin this company in order for men to feel comfortable buying underwear as gifts for their significant others.  Victoria’s Secret sales are targeted at both men and women to shop, and for middle class women of ages 16-49 to wear. It is known that all ages are welcome to buy from the brand, however the consumer demographics are also in place. Victoria’s Secret are known for their superior and sexy underwear, they have many different sections of their store and company such as a makeup line, a body care line, obviously the lingerie and finally their PINK teenage line including sportswear, underwear, bags and other accessories.

POSSIBLE RECOMMENDATIONS: 1. Victoria's Secret Curve Range - plus sized models are used within this range as well as plus sizes for ladies who want to shop at the brand but cannot due to their sizes not being sold. 2. Collaboration with Lane Bryant - they use plus sized women and promote equality, Lane Bryant could use more publicity as they aren't a hugely known brand, and Victoria's Secret could use the 'new name' of being an equal and fair brand who sends out good messages about body image. 3. Collaboration with SAVAGE X FENTY - SAVAGE X FENTY is a very inclusive, fair and all round equal brand, they use models of all different races and all different sizes as well to show everyone is beautiful in their own skin, this is the point of this brand so would be a good brand to collaborate with as they already have the respect from the public eye and this could be pushed onto Victoria's Secret as well. 4. Sustainability - the consumers could bri

Political: Firstly, Victoria’s Secret would not want to pay a high tax rate and this would therefore discourage them from maximizing the profits made. Next, Brexit will make it difficult and more expensive for the brand to import and export materials, good and products to make products and also sell them.  Economical: As the economy increases and decreases, and the exchange rate changed throughout the different countries that Victoria’s Secret is sold in, the prices of the products also increase and decrease resulting in the rate of consumers purchasing goods from the brand going up and down constantly. This causes consumers to buy products when they go on holiday to different places as due to the exchange rate the prices are cheaper resulting in their different branches of stores to vary in business. Also, some individuals cannot afford to pay for the products as the brand is known to be of quite high prices meaning less business. Social: Firstly, The consumer Demo

SOCIAL MEDIA AND INFLUENCER MARKETING LECTURE: SOCIAL MEDIA, SCALE AND DOMINANCE: SOCIAL MEDIA & GEN Z: Part of the gen z team if you're 24 and under Will make up to 40% of the population by 2020 Indirect buying power of over 1 trillion dollars in the US alone Brands are competing for our attention  Digital natives: connecting and consuming More aware, concious  and critical than ever Access Instagram an av. of 16 times a day   GLOBALLY: There are  40.7 million social media users in the UK aged 18 and over   — equalling   80%   of the total adult population Over   1 billion daily Instagram  users internationally IN THE UK: More than  one in five (22%)   Brits  use Instagram daily 13% more likely to be a student 48% of people say they use the  Instagram app more now than a  year ago Buying decisions   of Gen Z are  influenced by Instagram (48%)  and YouTube (50%) OVERALL: People love social media, or have a love-hate relationship with it

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

MARKETING RECAP LECTURE: WHAT IS CONSUMER BEHAVIOUR?: The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al, 2011) MASLOW'S HIERARCHY OF NEEDS: SELF-ACTUALISATION: the desire for self-fulfilment in achieving whatever someone can ESTEEM AND STATUS: striving to achieve a high standing in relation to other people SOCIAL NEEDS: we need social experience and desire products and services that facilitate social exchange  SAFETY NEEDS: protection from the unpredictable happening in life (e.g. accidents) PHYSIOLOGICAL NEEDS: the fundamentals of survival  SELF ESTEEM:  (Richins 1993; Kees et al, 2008) - Marketers use attractive models for a social comparison process where young female consumers compare themselves and feel inadequate against them, ironically when showed adverts with 'real sized women' the advert scored less favourably 

MARKETING AND BRAND STRATEGY JOB ROLES LECTURE: There are many different job roles in Marketing and Brand Management, however specifications may differ depending on company size, or the company itself. i.e. an online retailer, compared to a high-street store. Like most job roles, there will be different levels depending on experience and expertise. Content Marketing: Key Job Roles and Specifications: Content marketing requires a wide range of team members who specialise in the different areas of digital content strategy, development, execution and interrogation. CONTENT MARKETING MANAGER: Manages the 'content team' Oversees marketing campaigns, working with strategists and planners Works towards targets, leads and budgets CONTENT COPYWRITER/DESIGNER: Writes a range of appropriate copy, being passed on to a Designer to artwork CONTENT MARKETING SPECIALIST: Carries out research to support marketing strategists, as well as feed backing this back to the

FORMATIVE FEEDBACK PRESENTATION BRIEF: Pitch your research on your chosen brand and your future recommendations: Explain why they are an interesting brand for your Brand Marketing Report. Justify their current position in the market, whilst looking at their history. Summarise the endings/methodologies of your research. Present your recommended future strategy for the brand. Include at least 3 individual elements that you found to be of particular interest to your outcome. Please use ISSU/SCRIBD to embedd a PDF version of this on to your blog. Time Limit: 5 Minutes DRAFT SUBMISSION BRIEF: Submit a draft of your Brand Marketing Report, including only copy at this time in the form of a Word Document: Include at least these 6 sections of your report: 1. Executive Summary 2. Introduction to the Brand 3. Macro Economic Analysis (to include at least PEST) 4. Brand Market Position (to include at least SWOT Analysis) 5. Competitors (to include

SUGGESTED REPORT BREAKDOWN LECTURE: Format: A4 Portrait (opening to A3) - designed to re create your brands identity  Word Count: 3000 Words (+/- 10%) Word Count does not include your Executive Summary, Infographics or Bibliography Structured with numbering; 1, 1.1, 1.2, etc.. To Include (Minimum): Contents Page 1. Executive Summary A short overview of the report to entice readers. What is the purpose of the work? What methods did you use for your research? What were the main endings and conclusions reached? Did your work lead you to make any recommendations for future actions? 2. Introduction to the Brand Guideline: 300 Words Explain the rationale behind the work, what you have been asked to do (or what you have chosen), the reasons for doing it and the background. State what the report is about. What question are you trying to answer?/What problem are you wanting to overcome? Describe your starting point and the bac