Skip to main content

VICTORIA'S SECRET STATISTICS

VICTORIA'S SECRET STATISTICS:
The annual Victoria's Secret runway extravaganza was broadcasted on Sunday 2nd December on ABC after years on CBS. According to data from Nielsen, the show averaged a 0.9 rating among adults 18-49 and attracted 3.3 million viewers, the latest viewership low in a five-year swan-drive:


The dramatic drop in viewership happens to correlate with the company's rapidly declining brand image and loosening hold on bra market, along with its travails in the stock market:


This statistic presents the total net sales of Victoria's Secret worldwide from 2010 to 2017. In 2017, global net sales of Victoria's Secret amounted to about 7.39 billion U.S. dollars:


This statistic gives information on the number of Instagram followers of leading global brands as of August 2017. During that month, National Geographic had more than 83 million Instagram followers. In September 2017, Instagram reported 700 million monthly active users, making it one of the most popular social networks worldwide. Following brands and celebrities is one of the most popular Instagram activities, making Instagram is a highly relevant marketing channel - in September 2017, the company reported 2 million monthly active advertisers on its platform. Victoria's Secret was ranked third with 58 million in 2017:


According to Business Insider, Victoria's Secret controls 35% of the lingerie market, far above and beyond any other retailer. Another petitioner also from the US, Brittany Cordts, is going off the “a body for everybody” campaign slogan and wants Victoria’s Secret to “prove it” by offering more sizes.
“The slogan change is hardly compelling shown in front of only extremely skinny models that represent less than 5% of women in the US. They are sending a message to the world that you have to be a size 0-2 to be beautiful and worthy of wearing lingerie. Victoria’s Secret is promoting self-loathing and it needs to stop,” she writes.
She adds that the label has a “social responsibility to stop encouraging a toxic body image to tens of millions of teens and women” and to incorporate more curvier models into their lineup.
Let’s just point out that having a naturally slender frame is not wrong, nor is that the toxic part these campaigns are talking about. The toxicity comes when a major brand which controls a huge market share and has a massive influence in society is only projecting one body ideal and using slogans like “the perfect body” essentially isolating a huge part of their customer base which may not fall into the size 0 category.
Diversity and representation. They are simple things to implement, and this is what both these women and many other petitioners over the years are asking for.

References:
1. https://qz.com/quartzy/1483019/the-2018-victorias-secret-fashion-show-had-record-low-ratings/ 
2. https://www.statista.com/statistics/255806/net-sales-of-victorias-secret-worldwide/ 
3. https://www.statista.com/statistics/253710/leading-brands-ranked-by-number-of-instagram-followers/
3. https://girltalkhq.com/time-victorias-secret-make-larger-sizes-thousands-women-say-yes/ 

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

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

SUGGESTED REPORT BREAKDOWN LECTURE

SUGGESTED REPORT BREAKDOWN LECTURE: Format: A4 Portrait (opening to A3) - designed to re create your brands identity  Word Count: 3000 Words (+/- 10%) Word Count does not include your Executive Summary, Infographics or Bibliography Structured with numbering; 1, 1.1, 1.2, etc.. To Include (Minimum): Contents Page 1. Executive Summary A short overview of the report to entice readers. What is the purpose of the work? What methods did you use for your research? What were the main endings and conclusions reached? Did your work lead you to make any recommendations for future actions? 2. Introduction to the Brand Guideline: 300 Words Explain the rationale behind the work, what you have been asked to do (or what you have chosen), the reasons for doing it and the background. State what the report is about. What question are you trying to answer?/What problem are you wanting to overcome? Describe your starting point and the...
Post a Comment
Read more