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.

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...

Fashion Management and Marketing One

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