Skip to main content

PRESENTATION NOTES

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 impressive.
  • They have a lot of competitors for reasons such as price, quality, ethics and morals. Some of these competitors being: Ann Summers, SAVAGE X FENTY, Boux Avenue, Primark, H&M and many other high street retailers.
SLIDE 3. WHAT I HAVE FOUND:
  • From conducting my Instagram poll as primary research, I have found that many members of the public like the products that the brand sell, however do not think they send out a goo message about body image.
  • I contacted an employee from the Victoria's Secret Meadowhall store and asked her some questions, even she agreed that there is not enough diversity within the brand.
  • By producing a SWOT analysis, I found that some strengths would be that the brand uses many powerful influencers such as Kendall Jenner and Gigi Hadid, to attract young people's attention and up their sales.
  • However, a weakness of the brand is that they are no sustainable which was proven in a 2008 campaign where they lied about their products being fare trade when in reality they were using child labourers to hand pick their cotton.
SLIDE 4. RECOMMENDATIONS:
  • Plus sized models is something that the brand could benefit incorporating into the brand, either a plus sized range or just adapting and incorporating bigger sizes into the already existing products.
  • Collaboration with Lane Bryant as they did a campaign against 'THE PERFECT BODY' campaign and produced one called 'IM NO ANGEL' where they including racial diversity and inclusivity within body image into their campaign photos and also into their brand which I think is very inspiring and would be a very good and beneficial brand for Victoria's Secret to work with.
  • The brand has the lowest view rate on their fashion shows in 2018, by including more diversity and inclusivity into the fashion shows, may grab the attention of member os the public and may cause members of the public to gain respect for the brand as they are making a movement to equality and sending out a more positive message than they already do.
  • To make the brand sustainable, I was inspired by H&M's scheme of members of the public bringing in a bag of old textile products/clothes and getting a £5 voucher in return to spend when the customer spends over X amount, then Victoria's Secret recycling these old products and reusing them to make their own products, this could be a line so everyone knows what products are sustainable and what products in the brand are not.
  • Finally, i'd like to introduce an app into the brand in order to make the products more accessible as majority of the population now do shop on mobile apps rather than on websites or in store.

Comments

Post a Comment

Popular posts from this blog

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. 
Post a Comment
Read more

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.
Post a Comment
Read more

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.
Post a Comment
Read more