Fashion Management and Marketing One

WHY VICTORIA'S SECRET'S TIME HAS COME AND GONE: The company’s disappointing performance in  December , especially in its flagship Victoria’s Secret brand, hints at why he agreed to talk. Comparable Victoria’s Secret store sales in its near 1,000 retail locations, with nearly half in second- and third-tier malls according to WSJ, were down 6% in that vital gifting month, contributing mightily to the 48-week year-to-date decline of 9% in its stores. If direct and store sales are added to the calculations, Victoria’s Secret only dropped 1% in December, but that doesn’t erase the poor showing of the brand throughout the year. Comparable store and direct sales of Victoria’s Secret still are 9% below 2016.  Victoria’s Secret may command upwards of 30% of women’s underwear market today, but that share is being eaten away by rapidly emerging competitors more in tune with what women, not men, want in bras. The bras are designed for men to look at, not women to wear.   B...

VICTORIA'S SECRET INFLUENCERS: 5 of the top most influential Victoria's Secret Angels are Lily Aldridge, Josephine Skriver, Taylor Hill, Alessandra Ambrosio and Adriana Lima. Lily Aldridge: Josephine Skriver: Taylor Hill: Alessandra Ambrosio: Adriana Lima: The brand also uses influencers such as Gigi Hadid and Kendall Jenner, along with the Kardashian-Jenners. These individuals are hugely followed on social media and people look up to them and as a result are more likely to buy the brands products if they see celebrities like these wearing the products. The brand also uses ambassadors who promote the brand on social media platforms and tagging the brand as well as joining the company on business trips and other business opportunities. References: 1.  https://www.cosmopolitan.com/entertainment/celebs/a8564156/influential-victorias-secret-angels-social-media/

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. 

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 ...

APP AND LOGO DESIGN: As introducing an app is going to be one of my recommendations within my report, I created what the app would look like so the reader of the report would understand what I meant. I used photoshop to do this: I also created the logo for the app store for the app using photoshop again: Another one of my recommendations is to introduce a collection called 'Victoria's Secret Curve' so I therefore created a logo for the new collection to make it stand out. I used photoshop to do this:

POSSIBLE QUOTES TO USE IN REPORT: "I can't say that when I was younger I was totally confident. The industry is hard, and when you're an unknown model, you could either get great jobs or be rejected. Rejection is never easy, but you have to have grit in order to keep going and hold your head high. Becoming an adult and having children has helped me become more confident in who I am as a woman. I’ve become more self-aware and understanding of my strengths on a deeper level, which helps me become more confident on the outside. So my best advice is to forget everything and everyone, and just feel good." - Adriana Lima "After having Anja I only had three months to lose all the weight [before doing the 2008 Victoria's Secret show] and I was on this 1,200-calorie-a-day meal-delivery service that I hated. I couldn't do that again. [Show prep generally] is so stressful . . . there's so much pressure on us all — not just in terms of shape — and the energy...

THE FASHION SHOWS: From September 8 to November 9, the campaign’s total  Potential Reach was 341 million , 64 out of 68 influencers published  615 posts  Instagram pics and videos with the  #VSFashionShow   hashtag  or  @VictoriasSecret tag . The campaign has generated more than  64.6 million likes, 48 million views and 485.3K thousand comments . A T otal Engagement of 65 million.  The graph shows that there is a sudden increase of 5.5 million views on the 8th September when the brand revealed the list of runway models. Also, close to 3.8 million likes when models reported to Victoria's Secret HQ for fitting in early November. 9th November - the  number  of views and likes  reached a huge milestone of 10 million as the audiences were eager to get the first glimpses of the event. Overall, the campaign’s Total Likes and Views shows a higher performance,  plus 46.69% for the Likes and plus 95.40% for the Views , ...