CURRENT BRAND MARKET POSITION AND COMPETITORS

This is my current market position and competitors mood board that will be included within my report as 1/6 of my mood boards. I have included Boux Avenue, Ralph Lauren, Ann Summers, Calvin Klein, DKNY and H&M. This is because these are the largest competitors for Victoria's Secret and also the most important. This also shows the current market position as it portrays who the brand is up against and also conveys the class and status of 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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