PRIMARY RESEARCH: SOCIAL MEDIA UPDATE

SOCIAL MEDIA UPDATE:

Instagram:

I have been regularly looking at The Instagram posts as I put the post notifications on, I have found that they seem to post three times a day, one in the morning, one in the afternoon and one in the evening. Images that were posted ranged from the underwear, the accessories and also the fragrances; usually one each of these were posted per day, one image of the underwear, one image of the accessories and one image of the fragrances but, some days were different but this was occasionally. The likes on average that the posts on their Instagram get are around about 150,000-200,000. The amount of followers that the brand's account have, have increased by 200,000 followers since I last looked (approximately 2 weeks). Victoria's Secret PINK have a different account (vspink) which has posts of a lot of sports wear from the younger brand along with some of the younger underwear. This account has an average of 60,000-100,000 likes on the photos and the amount of followers have increased by 3,000 since I last checked (approximately 2 weeks).

Youtube:
The youtube account has 1.7 million subscribers and posts an average of 10 posts per month which is at least 2 per week proving that the account is very active. Majority of the posts on the brand's Youtube account is the Victoria's Secret fashion shows. 2018 was the least successful year in regards to views for the fashion shows, this seems to be because people are losing interest and in the fashion shows and also think they are degrading to women as they sexualise females all over the world.

Twitter:
The brand's Twitter account has 11.2 million followers and they tweet very regularly updating members of the public with things going on with the brand and also polls in order to find out what members of the public like/use more of in order to bring in more business. This is a very good way of connecting with the public in order for the brand to bring out more products and design more products to bring more business to the brand. New products from this would also bring in new customers and make more and more people loyal to the brand.

References:
1. https://www.youtube.com/user/VICTORIASSECRET/videos
2. https://www.instagram.com/victoriassecret/?hl=en
3. https://twitter.com/VictoriasSecret?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

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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.

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

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