Skip to main content

VICTORIA'S SECRET IS UNDER PRESSURE TO OFFER LARGER SIZES

VICTORIA'S SECRET IS UNDER PRESSURE TO OFFER LARGER SIZES:

Thousands of people around the world have signed petitions in order for Victoria's Secret to offer larger sizes as it is not acting as an all inclusive brand. Many complaints and even articles and social media posts have been produced online about the size and body image issue that Victoria's Secret sends out to the public. Victoria's Secret controls 35% of the lingerie market. The largest size panty that they sell is an XL which is equivalent to a size 16, the fashion industry defines plus size clothing as sizes 12-24 while some companies offer up to sizes 28 to meet demand. The bra sizes sold in the store go up to a D and occasionally DDD, as a result of this, many women feel like they don't have a big selection at Victoria's Secret.

The author of one petition: Dana Drew, explains that she loves her California Victoria's Secret store so much that she has a credit card there, however she can't buy lingerie there; "My money and my credit are good enough for them, but the fact that I can only buy items like perfume, lotion, and body spray sends the message that my body is not. Every year I watch the Angel fashion show and would love to purchase the items I see on my screen but can't because Victoria's Secret doesn't sell plus sizes." This just shows that the brand has a major body image issue and does not cater for all which they should. It's unnatural for the Victoria's Secret angels to look as thin as they do and is not a realistic vision of what the underwear would look like on a normal sized person. Some of the models like Doutzen Kroes and Lily Aldridge are known to work out for four hours a day in the weeks leading up to the show.

References:
1. https://www.businessinsider.com/victorias-secret-plus-size-petitions-2015-2?r=US&IR=T

Comments

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. 

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 ...