FINAL VICTORIA'S SECRET REPORT

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.

CURRENT SOCIAL MEDIA/INFLUENCER MARKETING/MARKETING MIX MOOD BOARD

This is my current social media/influencer marketing/marketing mix mood board that will be included within my report. Within this report I have included some influencers such as Gigi Hadid and Kendall Jenner as these are two of the key most famous influencers the brand uses to market the products. Twitter and Instagram are on the mood board as these are the brand's most used social media platforms and the American flag because the place the brand was founded in was San Francisco and it is an overall American brand. The Victoria's Secret Angels are also large influencers of the brand and the fashions shows are a large part of the promotion, the two go together well as a good brand strategy to get the products out in the open. Finally, the interior of the store is on this mood board as it gives the consumers a positive shopping experience which is another strategy to bring in business and also the catalogues etc are another way the brand promotes the products.

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.

Fashion Management and Marketing One

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