EXECUTIVE SUMMARY

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.

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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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