PRIMARY RESEARCH: SOCIAL MEDIA

I plan on keeping up to date with the social media of Victoria's Secret as a company. For example, I want to keep a close focus on the diversity of the models within the campaign photographs and runaways of the models, as it is easy to see that Victoria's Secret is not very diverse as a brand which is a huge issue in today's society. Instagram and Youtube (where the runways are posted as well as in additional places) will be a couple of the platforms that I will keep up to date with as a lot of activity is posted on these places which are all shown in the public eye.

This is the Victoria's Secret Instagram page, which I will be posting updates on to show the issues wrong with the brand itself. There is also another huge issue with the brand which is the fact that they are not diverse within the body types they use for their models and the body image that they promote. It is a bad message being sent to the public eye as it doesn't show it being accepting to everyone and every type of person when it should be, everyone is beautiful in their own body which is something a brand like this should promote but does not. This will be something I will be focusing my report around as i am very passionate about it.

This is the official Victoria's Secret Youtube account where the Fashion Shows are showcased. I will also be focusing on these posts in order to view and analyse the diversity of race and also body image used within the brand.

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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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