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VICTORIA'S SECRET'S CURRENT POSITION

VICTORIA'S SECRET'S CURRENT POSITION:

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 programme that is used to run a computer’s applications. In addition, as found in some primary research 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. The main reasons that there are this many competitors that members of the public would lean towards rather than Victoria’s Secret is because they are cheaper, better qualities and have better ethics and better morals. Even though Victoria’s Secret is a successful business, other brands have a lot of features that members of the public worship that Victoria’s Secret do not have.

The brand lacks in inclusivity and diversity, there is no range of body image or even racial diversity within the brand which is a huge negative in their current position in the market. This does cause some consumers to not shop from the brand as they would prefer to shop from stores who are equal, which is something I found within my primary research of an Instagram Poll. These negative aspects of the company gives the brand a bad name meaning members of the public do not have a positive perception of Victoria's Secret causing a loss in sales. 

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