PRIMARY RESEARCH: VICTORIA'S SECRET LONDON STORE

PRIMARY RESEARCH: VICTORIA'S SECRET LONDON STORE:

I visited the Victoria's Secret Bren Cross store in London and took some images, I was interested in how the store was laid out and the set design. The store was full of black and pink decor which tied in with the brand and its theme very well, the way the interior design is like a house/bedroom with storage for clothes is very inviting and looks gorgeous. The drawers have different sizes for the bras and knickers per drawer which is a really good way of splitting everything up and making the shopping experience easy and efficient for the consumer.

There are many images of the Victoria's Secret Angels (who are brand ambassadors), around the tills that are framed for the Victoria's Secret fashion shows, the photos are amazing however they do not include any diversity, inclusivity or range of body image which is a huge negative of the brand as it is extremely damaging to the younger generation, and even the older generation. This could be a cause of some eating disorders which is a current issue in todays society.

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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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