Victoria's Secret Consumer Insight

Final Assignment

CM321- G1 F2018

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Angie Wijaya

About the VS Brand.

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The Victoria’s Secret company was founded in 1977 by Roy Raymond. It is a subsidiary of L Brands and has different clothing chains such as PINK. Victoria’s Secret is the largest retailer of intimate apparel in the United States. Victoria’s Secret also sells beauty products and women’s clothing. The company serves customers in brick-and-mortar style shops as well as online vv v through their website.

Victoria’s Secret currently has over 1,100 operating brickand mortar stores in the United States and has shops in Canada, Europe and Asia.

The original concept of the Victoria’s Secret store revolutionized the way people bought intimate apparel as it allowed people to believe that lingerie was for more than just special occasions. https://www.victoriassecret.com/ https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=4175421

About the VS Brand.

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Although Victoria’s Secret was meant to feel like an upscale experience to encourage men to buy lingerie for women, the company has shifted it’s target audience to focus on the female demographic.

In the past few years the Victoria’s Secret brand has been changing their range of products by cutting their clothing lines, swimsuit lines, and a lot of their online shoe products vv vline. in order to focus on their lingerie, beauty and PINK The Victoria’s Secret company is most well known for their annual Victoria’s Secret Fashion Show that exhibits bras that can cost up to 1 million dollars. Established in 1995, the Victoria’s Secret Fashion Show casts supermodels who are called “Angels” in the show to demonstrate new styles.

https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=4175421 https://www.lb.com/our-brands/victorias-secret

Secondary Research • The target audience would be the incoming and current university students that identify as female and wear intimate apparel (bras).

• A key characteristic of the target audience is that the incoming and current university students make part of the millennial and generation z demographic. According to the Enso World Value Index Report on How People Perceive Brands’ Purpose, Millennials are 68 percent more likely to want to actively pursue the goal of creating change in the world than vv vof a brand’s mission toward social change for baby boomers. This highlights the importance millennials and generation z.

• In addition, according to a study by Sprout Social, 68 percent of consumers want brands to take stands on important issues whether it be social or political.

• A study on Female Consumers’ Attitudes and Purchase Intentions toward Intimate Apparel Brands demonstrated the importance of acceptance and inclusivity when becoming loyal consumers of an Intimate Apparel Brand. https://www.researchgate.net/publication/316004657_Female_Consumers'_Attitudes_and_Purchase_Intentions_toward_Intimate_Apparel_Brand https://sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/#Key-Findings https://www.enso.co/wp-content/uploads/2018/09/World-Value-Index-2018-Brand-Report-enso.pdf

Secondary Research • A key characteristic of the product category of intimate apparel the diminishing importance of the brand. According to Mintel’s Women’s Underwear Report, women are increasingly valuing the importance of comfort over the name of the brand.

• The importance of self-perception in the intimate apparel category is critical as a study concluded that 56 percent of females stated that they would buy more items from a company that uses “real” women in their ads. vv v • Although underwear is seen as only a utilitarian clothing item, younger generations such as the millennial and generation z demographic treat buying underwear as a treat a small luxury.

• A barrier to this product category is the decrease in consumer loyalty among millennials and the generation z demographic as a study done by Forbes revealed that only 7 percent of millennials consider themselves brand loyalists. This creates a barrier toward the brand’s ability to retain consumers as the intimate apparel product category continues to expand. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4175688/ http://academic.mintel.com.ezproxy.bu.edu/display/879749/ http://academic.mintel.com.ezproxy.bu.edu/display/843821/?highlight#hit1 /

Competitors

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One of the biggest competitors of Victoria’s Secret is Aerie. Aerie is a lingerie retailer that is a sub-brand to the American Eagle Outfitters company. In comparison to the Victoria’s Secret’s brand, the aerie’s brand revolves around showing real perceptions of women by highlighting women of all different sizes, shapes, and with different medical conditions in their website, advertising campaigns and social media. The Victoria’s Secret brand focuses on what the fantasy version of a women’s body should be, and what a lot of women might think as unattainable.

In terms of products, Aerie’s lingerie products are more functional and ready for every-day use and activities in comparison to Victoria’s Secret’s lingerie, which puts more importance on prettiness and ornateness over functionality.

Aerie: - Tone/Voice: Inviting, accepting, genuine - Target Audience: Teenagers, young women and students 14-25

Competitors

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Another rising competitor to the Victoria’s Secret brand is ThirdLove. This company focuses on the importance of having versatile sizes that could fit every body and individuality. ThirdLove emphasizes their core belief of: “To Each, Her Own” to help consumers embrace what is special to them and increase people’s confidence. In comparison to Victoria’s Secret, ThirdLove sells bras exclusively online and focuses on common fitting issues by attempting to have a 100 percent fit guarantee.

ThirdLove: - Tone/Voice: Inclusive, Embracing - Target Audience: Women, 17-70

Aspirational

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The billie brand serves as an aspirational brand for Victoria’s Secret because of their strong adherence to their message.

This new body brand provides razors and skin products specifically designed for “womankind,” by selling products without the pink tax. In comparison to Victoria’s Secret, billie has been able to gain a lot of popularity and interest among the young women demographic as it has a simple yet contemporary look that women want to be associated with. In comparison to

Victoria’s Secret, people can relate to billie’s view on what womankind looks like. Whereas Victoria’s Secret exhibits the fantasy version of what people believed women’s physical expectations should be.

Billie: - Tone/Voice: Bold, proud, inclusive - Target Audience: Women, all-ages

Aspirational

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The Casper brands serves as an aspirational brand for Victoria’s Secret because it demonstrates the ability to make an everyday object more interesting and relevant to a consumer.

In comparison to Victoria’s Secret, Casper is very inviting to all types of consumers, in addition to those who aren’t looking to buy a mattress at the moment. Casper’s very approachable tone could be helpful in pushing Victoria’s Secret into a more inclusive space in the product category.

Casper: - Tone/Voice: Approachable - Target Audience: Women and men, all-ages

Primary Research Plan • •

• Method: Online Anonymous Survey for full-time University or College students that are currently or have ever worn a bra and identify as female.

• This will be distributed through email Screening Questions (2 Questions) • • Are you a current full-time student at a college/university in the United States of America?

• Yes • No

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Do you currently or have you ever worn a bra?

• Yes • No

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What is your go-to store to buy bras?

• Free Response

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What is most important to you when purchasing bras?

• Comfort • Looks • Versatility • Price Range • Other (please specify)

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How many different-colored bras do you wear often?

• 1-2 colors • 3-4 colors • 5+ colors

Do you believe that your current bra size is accurate?

• Yes • No Rank these options from the one you wear the most to the least (1-most, 5-least) • T-shirt Bra • Sports Bra • Bralette • Strapless Bra • None

I wish I were able to ______ in my bra. vv vComplete this •sentence: Free Response

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To what do you believe this statement is correct: I feel comfortable entering a Victoria’s Secret Store.

• Strongly Agree – Agree - Neutral – Disagree – Strongly Disagree

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To what do you believe this statement is correct: I feel comfortable getting fitted for a bra at a Victoria’s Secret Store.

• Strongly Agree – Agree - Neutral – Disagree – Strongly Disagree

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What is one word you associate with Victoria’s Secret?

• Free Response

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To what do you believe this statement is correct: I can relate to the women shown in Victoria’s Secret advertisements?

• Strongly Agree – Agree - Neutral – Disagree – Strongly Disagree

Secondary Research Plan • Method: 3 interviews comprised of full-time female students that are currently or have ever worn a bra.

• Screening Questions: • Are you a current full-time student at a college/university in the United States of America?

• Do you currently or have you ever worn a bra?

• Do you identify as a female?

• Questions: 1. What is your current go-to store to buy intimate apparel, specifically bras? Why? 2. Would you recommend the current brand you are using to your friend? Why? 3. What is your preferred method of purchasing intimate apparel? Why? 4. What is the most important quality when purchasing intimate apparel, specifically a bra? Why? 5. What activities do you wish your bra could be more suited to do? And why?

6. What are the most frustrating aspects of purchasing intimate apparel, specifically bras? Why? 7. Would you be more inclined to shop at a store that uses more “real” life depictions of women in their ads? Why? 8. What is the first word you think of when you think of the brand Victoria’s Secret?

9. In what ways do you think Victoria’s Secret could improve in becoming a more inclusive brand?

10. Draw a representation of your relationship with your bra.

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Results of Primary Research Method •

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What is your go-to store to buy bras?

• 35% Aerie • 41% Victoria’s Secret • 24% Others (Calvin Klein, TJMaxx, Hollister, Sloggi)

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Do you believe that your current bra size is accurate?

• 76% Yes • 24% No

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Rank these options from the one you wear the most to the least (1-most, 5-least)

What is most important to you when purchasing bras?

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How many different-colored bras do you wear often?

Complete this sentence: I wish I were able to ______ in my bra.

• 8% Wear anything • 26% Relax • 58% Sleep • 8% Be Active

Results of Primary Research Method •

To what do you believe this statement is correct: I feel comfortable entering a Victoria’s Secret Store.

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What is one word you associate with Victoria’s Secret?

• Angels • Models • Low Quality • Sexy • Extra • Problematic • Pink • Lingerie • Expensive • Skinny • Intimidating • White Twig • Exclusionary • Fake • Barbie To what do you believe this statement is correct: I can relate to the women shown in Victoria’s Secret advertisements?

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To what do you believe this statement is correct: I feel comfortable getting fitted for a bra at a Victoria’s Secret Store.

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Results of Secondary Research Plan • •

Interviewee 1 • Junior • College of Fine Arts Questions: 1.

Aerie. Because of how comfortable they are. They are meant for every day use.

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Yes. I was skeptical at first because I have never worn any American Eagle Outfitter’s clothing before but Aerie’s stores are so inviting and friendly that I would definitely tell my friends to go there to check it out/ 3.

I like to go in-store because it’s easier to judge the materials and looks.

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I would say versatility because it helps expand all the different activities that I could use my bra for. I love the ones that are able to be strapless because it can work for formal events as well.

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I wish it would be comfortable to lounge around in. I always feel constricted even though I know it’s comfortable. But I just want to feel free.

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Having to get fitted for a bra size because it’s so uncomfortable for me.

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Yes, I don’t understand why they wouldn’t show a real depiction of real life people.

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I think of a Barbie doll. I think they are always so made up and skinny to the point where I don’t think it’s realistic for me to go in their stores.

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I would totally say they should be able to change how their stores look because it always seems so dark in their stores and almost so overwhelming because there are really decorated bras and lingerie around everywhere.

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Interviewee 2 • Sophomore • College of Communications Questions: 1.

Victoria’s Secret. It’s like the biggest store.

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I don’t know it’s a little pricey, I just buy it out of convenience. I don’t even know if it fits me correctly.

3.

I just do it online, I know my size and just order similar ones online.

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I need to be comfortable in it. I hate it when they have weird textures or colors that make me feel scared if they will show through my shirts.

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Run around in. Basically to do more than it does right now.

6.

I just want a basic bra that can do a lot. I don’t need it to be super colorful or have all the lace things. That’s just unnecessary.

7.

Of course. The more the better. It also feels nice when the people in the ads are happy and smiling, not trying to be too sexy. I think Victoria’s Secret tries to hard to do that and it almost intimidates me.

8.

I think of being extra and over the top. I don’t know anyone who actually wants to wear all those bras with the things at the front and having so much on it.

9.

I don’t know to be honest. Maybe change the way they promote themselves? I feel like it doesn’t look too appealing.

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Interviewee 3 • Junior • College of Arts and Sciences Questions: 1.

Aerie. I just recently changed because my friend told me about it.

2.

Ya, I think it’s more affordable and looks better.

3.

I just go in-store.

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Fit my outfits. But also be comfortable. I don’t like when the straps tug at the side and kind of hurt my skin.

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Sleep all day. I think most people feel very constrained in their bra. It would be nice to feel comfortable all day in them.

6.

Not really sure. Probably having to go to the store to buy one. It’s an essential so I have to do it more often that I think.

7.

I think it would be more encouraging for everyone to see themselves being appreciated by the way they look not by the way they want to look.

8.

I think of being fake. I don’t think I have ever seen anyone that actually looks likes those models.

9.

Probably to consider making things easier to buy and purchase in case people are only looking for one thing and can’t find it because the website has so many things on display.

Key Findings + Key Insight 

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When targeting college students, Victoria’s Secret should focus on comfort and highlight it’s ability to let people relax. As noted through the survey, people value versatility, and comfort. The survey noted that 84% of students wish they could relax or sleep while wearing their bra.

In contrast, students viewed Victoria’s Secret as a brand that they couldn’t relate to in terms of their advertisements. And viewed the brand as “Intimidating” and “exclusionary.” vv v These findings demonstrate Victoria’s Secret need to value selfcare and belonging in order to target college students.

When stressed out about the amount of work needed to get done, help me make sure my bra doesn’t stop me from feeling comfortable so I can remember to take care of myself.