VICTORIA’S SECRET: SWIM
Eros Shreve
TABLE OF CONTENTS Introduction ... 3
Proposal & Rationale ... 16
Brand Analysis ... 4-11 Victoria’s Secret ... 4-5 PINK ... 6 Victoria Sport ... 7 The Consumer ... 8 The Competitors ... 9 - 11
Trends & Inspiration ... 17-21 Moodboard ... 17 Themes ... 18 Girly Gang ... 18 Old World Minimailism ... 19 Botanical Paradise ... 20 Silhouettes ... 21 Color ... 22 Brand Inspiration ... 23-24
Swimwear Analysis ... 12-13 The Market ... 12 Technical Considerations ... 13 Materials ... 14 Victoria’s Secret’s Line ... 15
The Specifics ... 25-27 Sizing ... 25 Pricing ... 25 Sourcing ... 26 Ethics ... 27 The Range ... 28 Visual Depiction ... 28-31 Detailed Table ... 32-34 Range Analysis ... 35 Reflection & Buying as a Career ... 36 References ... 37-39
INTRODUCTION
Recently, Victoria's Secret has announced that it will no longer offer its beloved swimwear line in future years, to much public outcry (Bhasin, 2016; Schlossberg, 2016a, 2016b 2016d, 2016g; Wright, 2016). This is the wrong decision: it should be retained for the next couple of years at least, and this range plan is how it should look. The aims of this report are to propose a new range: the continuation of Victoria’s Secret’s (VS from here on out) swimwear line into S/S 2018, to present a range plan for this collection, and to reflect on the skills required for this task, among others, performed by buyers. Additionally, within these aims there are more specific objects which will be achieved, which are outlined below. These aims and objectives will be achieved through both primary and secondary research, as well as personal reflection. Proposal • Rationalise why • Determine brand and consumer identity • Outline important trends for the range/season
Range Analysis • Visually present the range plan • Present the plan in an informational grid • Outline sizing, sourcing, and ethics strategy • Perform range analysis
Reflection • Determine what skills and qualities are required/ helpful in a buying role • Compare my personal skillset and experience to these findings
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(L Brands, n.d.)
Victoria’s Secret is the largest intimates brand in the world, holding 61.8% of the entire lingerie market worldwide (Schlossberg, 2016a, 2016d, 2016g; Sherman, 2014; Taylor, 2016; Victoria’s Secret, 2016b). Not only does it sell the most, it’s also talked about the most: boasting the title of most highly differentiated underwear brand and as a leader in global awareness (Sender, 2016; Victoria’s Secret, 2016b). It is known for being glamourous, sexy, and trend-setting, at a relatively low and accessible price point (Sender, 2016; Victoria’s Secret, 2016a). This garners them the best quality of profit (sustained profit) of any global specialty retailer and net sales of $7,672,000,000 in 2015 in the US and Canada alone (L Brands, n.d.; Victoria’s Secret, 2016a). Their offering primarily consists of intimates, such as bras and panties, however they also offer loungewear, activewear, accessories, personal care, and, at least previously, swimwear (Victoria’s Secret, 2016a). In addition to their physical products, the company is highly successful selling its brand image through use of its models, famously known as the Victoria’s Secret’s Angels. The culmination of their brand image is in their annual televised runway, known as the Victoria’s Secret Fashion Show which in 2016 reaped 6.67 million views when it first aired on CBS (Bhasin & Rupp, 2015; Porter, 2016; Screener, 2016). See figures 4.1 and 4.2 for detailed information on retail space, sales, and income.
VICTORIA’S SECRET: THE BRAND
(L Brands, n.d.)
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Lingerie is inherently sexy, yes, and sure, sex sells, but from time to time Victoria’s Secret has taken it a bit too far (Bhasin, 2016). Photos featured on its Facebook page are often home to angry commenters about what is or is not appropriate or realistic, and consumers even once threatened to boycott over the release of a range called Bright Young Things, which they saw as targeted towards too young an age group- though the company claimed it was aimed to spring-breakers (Bhasin & Rupp, 2015; Schlossberg, 2016c). Though this image is shifting slightly, models moving away from dolled up sex icons more towards fitness goddesses, it still is a huge part of their brand and their history (Schlossberg, 2016c, 2016f, 2016g).This wasn’t the original idea, however: the founder, Roy Raymond, aimed to create a comfortable space where men could shop for their wives without feeling intimidated (Schlossberg, 2016c). Today’s world does feel intimated by the brand now, however, as it continues to chase perfectionism in a world that’s moving ever towards body positivity (Schlossberg, 2016a, 2016c, 2016e). Maybe that’s why today PINK, the brand’s more casual (i.e. less provocative) range, is growing more and more important for the brand (Bhasin & Rupp, 2015; Schlossberg, 2016a). 2
VICTORIA’S SECRET: THE SEX APPEAL
“Your customers are women, not porn stars” (Schlossberg, 2016c)
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PINK was launched in 2005 as a sub-brand of Victoria’s Secret aimed at college-age kids (Victoria’s Secret PINK, n.d.). The brand offers “sometimes cheeky, always fun and absolutely comfy” casualwear, including hoodies, t-shirts, tank tops, sweats, underwear, yoga pants, and beauty products (L Brands, n.d.). PINK acts as a sort of stepping stone to the VS brand, targeting those as young as 15 and welcoming them into the brand before they’re ready to shop with VS proper (Bhasin & Rupp, 2015; Schlossberg, 2016a). However, it is quickly becoming much more than just a stepping stone for the company, more than doubling in sales over the past five years and becoming the strongest category for VS (Bhasin & Rupp, 2015; Schlossberg, 2016a; Victoria’s Secret, 2016b). As the leading specialty collegiate brand, it has high brand loyalty and aims to inspire “spirit, humor, optimism and self-confidence” in its consumers (L Brands, n.d.; Victoria’s Secret, 2016a, 2016b). 2
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Victoria’s Secret’s latest venture, Victoria Sport, is a revitalization of their troubled former athletic line, Victoria Secret Sexy Sport (VSX), re-examined due to the ever increasing demand for athleisure (Bhasin, 2016; Victoria’s Secret, n.d.). In August 2016 it was estimated that the activewear line had $1 billion potential, and it grossed between $200 and $250 million in annual sales by its second year- and that’s all in an already saturated athleisure market (Gustafson, 2016; Lutz, 2015; Schlossberg, 2016e, 2016g). It achieves this by being the absolute expert in bras, providing “high performance product with exceptional fit and quality … while at the same time providing the fashion and aesthetic that is uniquely VS” (Schlossberg, 2016e, 2016g; Victoria’s Secret, 2016a). 1
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Though originally created as a place for men to shop for the women in their lives, more recently 98% of all customers have been female, and middle to upper class (German, 2012; Holland, 2012; Parsley, 2012). Victoria’s Secret targets women aged 20-40, while its sub-brand PINK targets younger females in high school and college, aged between 16 and 24 (Bhasin & Rupp, 2015; L Brands, n.d.; Schlossberg, 2016a). In reality, however, the average Victoria’s Secret consumer is actually 32 years old, which has actually lowered by over a decade in recent years thanks to PINK’s rising brand share (Gustafson, 2016). This is good for VS because its younger customers tend to shop the brand more often and because it points towards sustained sales due to the difficulty consumers have in purchasing bras which leads to higher brand loyalty in this category (Gustafson, 2016). Victoria’s Secret consumers, specifically, are known for being uniquely brand loyal as well, and spend $50 on average more than the typical intimates buyer as well as making more frequent purchases (Gustafson, 2016). This is important, as it will be tested in coming years as Generation Z, who are notoriously brand disloyal, forms a larger fraction of the consumer base (Schlossberg, 2016c). Younger consumers are calling increasingly for body positivity in brand campaigns, for example as seen in Aerie’s advertising, which may hurt the brand as well (Schlossberg, 2016c). Tied to this, however, is a want to see strong, fit female role models and a willingness to spend on activewear even while scrimping, which are both qualities which will benefit VS as it shifts its focus towards activewear (Schlossberg, 2016f). See Figure 8.1 for a breakdown of youth generational preferences and qualities which may affect the brand, neutral shifts in black, positive in light pink, and negative in hot pink.
CONSUMER
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Gen Z (né 1995-today) • Acquiring more purchasing power • Tech Enabled • Brand Disloyal • Social Media Sharers • Intuitive Shoppers • Grew Up Wearing Mini-Me Clothing • Value Authenticity & Transparency • Brand Aware
Name: Mackenzie Oldman Gender: Female Age: 21 Lives: Kansas City, KS Occupation: Student with part-time job at Sonic Education: Working on Bachelor’s degree Hobbies: Cheer, Dance, Art Favorite Color: Pink Shops At: PINK, Victoria’s Secret,
Figure 8.1 (Barrie, 2015; King, 2015; Kissane, 2016; Malison, 2015; Mincer, 2014; Randall, 2016; Schlossberg, 2016c, 2016h; Spybey, 2016; Woodard, 2016c)
Millennials (né 1981-1997) • Highly Diverse • Anti-Logo • Tech Savvy • Body Positive • Value Health & Wellness • Experiences > Things • Brand Disloyal • Value Authenticity & Transparency
Nike, Forever 21, Uggs Aspirational Brands: Timberland, Swarovski, Jeep, LuLu Lemon Fashion Attitude: Enjoys name brands, athleisure, sparkles, and pink. The comfier the better, yet also the flashier the better. Girly, yet relaxed. Listens To: Alina Baraz, The Weekend, Petit Biscuit, ODESZA Spends Money On: Food & Beauty Values: Family & Individuality
COMPETITORS After VS announced the cancellation of its swimwear line, many brands began clamouring for the limelight to try and take up as much as possible of the newly created gap in the market (Muto, 2016; Schlossberg, 2016b). Four main kinds of competitors came out of the woodwork: the body-positive, the swimwear specialised, the fashion retailer, and lingerie retailers. Body positive campaigns, especially in the worlds of intimates and swimwear, are becoming more and more popular with today’s consumers, who may be feeling ostracized by VS today and choose to move to more body friendly retailers in the future, such as Aerie by American Eagle whose sales actually grew an impressive 20% in 2015 (Muto, 2016; Schlossberg, 2016a, 2016c, 2016e, 2016g, 2016h). Many shop at VS because they feel they can trust the brand when it comes to swimwear both in quality and in style, and so they may be attracted to fashionable swimwear exclusive retailers, such as Triangl (Finney, 2016; Muto, 2016; Schlossberg, 2016b; Sender, 2015; Vogue, 2016). Because swimwear is so difficult to get the right fit in, however, some prefer to shop where they can try on, such as at a mall or shopping center, or sometimes they simply want the convenience of purchasing multiple kinds of items at the same time, and as such fashion retailers who also sell swimwear also have a presence in the market (Muto, 2016; Schlossberg, 2016b; Sender, 2015; Vogue, 2016). Finally, some want the sex appeal that comes with purchasing a VS swimsuit, and as such want one from a lingerie retailer like Agent Provocateur (Schlossberg, 2016d; Vogue, 2016). If VS continues its swimwear line, these will not take its place, rather remain its competitors. The competitor analysis which follows looks into three styles: a basic black bikini, a basic black one-piece, and a fashion-led piece typical of the retailer it is from. It outlines the prices of these three pieces, the materials most frequently used by the retailer in its swimwear, which of the types of competitors the retailer falls under, and similar retailers.
Triangl Aerie
Retailer Type: Body Positive Materials: Mostly Nylon/Polyamide Other Brands: Lane Bryant, Adore Me
Aerie Triangle Bikini Top & Aerie Hipster Teeny Bikini Aerie Lace-Up Side OneBottom: $44.90 Piece Swimsuit: $44.95
Audrey Bikini Top & Aerie High-Rise Bikini Bottom: $66.90
Retailer Type: Swimwear Specialist Materials: Neoprene Other Brands: Swimsuits for All, Bikyni
Rena: $119
Billie - Into the Night in Cheeky Bum: $79
Devon in Regular or Cheeky Bum: $99
Agent Provacateur ASOS
Retailer Type: Basic Retailer Materials: Mosty Polyester or Polyamide/Nylon (sometimes makes use of recycled materials) Other Brands: H&M, Topshop Fuller Bust Mix and Match Soft Triangle Bikini Top with Eyelets & Mix and Match Hipster Bikini Bottom with Eyelets: $33
Contrast Strap Scuba Swimsuit: $49
Halter Swimsuit: $31
Retailer Type: Lingerie Brand Materials: Polyamide/Nylon Other Brands: La Perla Keia Bikini Top Black & Keia Bikini Bottoms Black: $380
Tonya Swimsuit Orange: $470
Keia Swimsuit Black: $385
THE SWIMWEAR MARKET
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The swimwear market is growing at a healthy moderate rate, and has been for the past decade (Fashionating World, 2015; Global Industry Analysts, Inc, 2016; Technavio, 2016). Globally, the swimwear market is predicted to reach $20 billion by 2019 and $22.7 billion by 2022, with a compound annual growth rate of more than 5% (GIA, 2016; Technavio, 2016). Euromonitor International believes this is even greater, predicting the industry to be at $28.3 billion by 2019 (Macalister-Smith, 2015). The biggest swimwear market is in the Americas, dominated by the USA and Brazil, where Technavio (2016), the more conservative of the above, predicts growth to $10 billion with a CAGR of over 6%, which would give the Americas almost half of the entire global market. This growth is driven primarily by two consumer trends: beach travel and active lifestyles. Because of the increasing accessibility and popularity of beach vacations, swimwear has become in demand year-round, even in cooler climates (GIA, 2016; Macalister-Smith, 2015; Sorger & Udale, 2012). More active lifestyles have lead to the increasing popularity of water sports and fitness swimming, which in turn leads to the more frequent purchasing of swimwear (Fashionating World, 2015; GIA, 2016). Women aged 25-34 are the most likely to go on beach holiday, however those 1624 are the most likely to purchase clothing or swimwear in order to do so (Sender, 2015). 49% of young women purchase a new swimsuit each time they go on vacation or at least once a year, and this is important to them due to the increased sharing opportunities on social media when on vacation or when attending festivals (Sender, 2015).
SWIMWEAR CONSIDERATIONS
When one wears a swimsuit, generally it is subjected to either chlorine or saltwater, which are harmful to most fabrics (Czachor, 2016). In addition, it is necessary for most swimsuits to stretch, as they are worn tight to the body so that movement is not restricted. Not only do they have to stretch, they have to have negative ease, which is where the garment is made smaller so that it stretches to fit the body rather than fitting the body in its original shape (Czachor, 2016). In addition, most swimsuits need a lining to prevent the material from becoming transparent (Czachor, 2016). They also serve to help prevent drooping in the fabric, but it is important to ensure that the lining and outside fabric have equal stretch otherwise it may become worse (Czachor, 2016). In a swimsuit, elastic is not used to increase fit, rather, to help it stay in place (Czachor, 2016). Instead, negative ease and shape are used to enhance fit (Czachor, 2016). In addition, swimwear requires more support than a typical top so boning and bra cups are common (Czachor, 2016; McKenzie, 1998). For the effect of support such as this but without decreased mobility, sometimes seams can be used strategically as well (McKenzie, 1998). Shapewear in swimsuits is becoming increasingly popular, such as bra padding and power-stretch fabrics which constrict the body into slimmer shapes (Czachor, 2016; McKenzie, 1998). As for materials, they must be elastic, have low absorbency, and be able to withstand chlorine and saltwater. Other helpful benefits they sometimes have are being lightweight, UV protectant, comfortable, breathable, among others. See Figure 14.1 on the following page for qualities of the three most popular swimwear materials which are used in swimwear, positive qualities marked with a +, negatives with a -, and neutral ones with •. 1
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SWIMWEAR FABRICS
Polyester • Generic term for a synthetic polymer + Thermoplastic - less elastic than nylon or spandex, but still has good elasticity • medium weight + High resistance to chlorine - Prone to static cling and pilling + Most durable of the three + Only .4% moisture regain hydrophobic - Most expensive of the three • Originally least comfortable of the three, but modern finishings have improved this and is very breathable + Longest lasting of the three • Most common/popular suit material + Quick drying + Can offer UV protection
Nylon/Polyamide • Synthetic aliphatic or semi-aromatic polyamides + Thermoplastic • Less elastic/flexible than elastane, but more than polyester + Lightweight - Poor resistance to chlorine and sunlight - Prone to static cling and pilling - Originally stronger than polyester, but 10% weaker when wet - 4% moisture regain hydrophobic + Cheapest of the three • soft, but not as much as spandex - Doesn’t last as long as polyester
Spandex/Elastane/Lycra • Rubber-like synthetic fibre composed of segmented polyurethane + Thermoplastic + Most Flexible: 500+% elongation with recovery (better than nylon) + Lightweight - Doesn’t hold up well to chlorine + No pilling or static problems - Poor strength (however stretch makes up for it) • 1% moisture regain hydrophobic • Middle priced of the three + softest and most comfortable • Fibers are fine so that when mixed with other fibers it becomes invisible Figure 14.1: Fabric Comparison. (Johnson, Cohen, Sarkar, & Pizzuto, 2015; Milak, 2014; Wilson, 2010)
Victoria’s Secret Swimwear Victoria’s Secret’s swimwear line ranked first globally in swimwear in 2015 and holds a 5% value share of the market (Kissane, 2016). It had its own show, the Victoria’s Secret Swim Special, and it represented 6.5% of the company’s sales at $500 million (Bhasin, 2016; Kissane, 2016; Lutz, 2015; Schlossberg, 2016b; Taylor, 2015). However, this wasn’t growth: it was stagnant, the same the range had been doing for years, and so it was recently announced scrapped (Bhasin, 2016; Gustafson, 2016; Kissane, 2016; Schlossberg, 2016a, 2016b 2016d, 2016g; Wright, 2016). This idleness is even as the swimwear category grows larger, and in fact sales went down in 2015, not even staying the same (Kissane, 2016; Taylor, 2016). CEO Les Wexner stated that this decision was made in order to simplify the VS offering so that more focused can be put on the brand’s current and future stars: PINK and Victoria Sport (Kissane, 2016; Taylor, 2016). While many are upset about the decision, many also the Wexner’s point, and are impressed with the brands ability to adapt and avoid over-assorting (Schlossberg, 2016g). Previous lines were created with the intention of consumers mixing and matching, and they were designed to enhance curves, however at times they were criticized for becoming overly complicated by taking too much inspiration from the catwalk (Kissane, 2016; Lutz, 2015; Taylor, 2016).
PROPOSAL & RATIONALE Victoria’s Secret claims to be getting rid of its swimwear line in order to put more focus on its infant Victoria Sport line, however I believe that if the line remains for at least another season it could be used as a vehicle for the new line (Kissane, 2016; Taylor, 2016). One of the top two reasons the swimwear market is growing is because health and strength are becoming the new sexy, which is also why VS is moving towards Victoria Sport- so why not combine the two (Fashionating World, 2015; GIA, 2016)? Creating a swimwear line with the prestige of VS swimwear, with the sportiness of Victoria Sport, and while they’re at it ride on the popularity of PINK as well. Bright colours paired with sporty shapes and the quality and price associated with VS’s swimwear would work well to convert already loyal customers to the new range. This range would be a PINK x Victoria Sport swimwear line for S/S 18 and can be found on pages 28-34.
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TREND ANALYSIS
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There’s beauty in duality, and one of the major themes for the line contains just that: a girly gang. It comes in the form of a marriage between WGSN’s Kinship trends Biker Bandits and Brutal Romance, mixing the overtly feminine, such as lace and pink, with rough and rowdy hardware and sentiments (Atkinson, 2016e; Wharton, 2016; WGSN Accessories & Footwear Team, 2016). The trends Pretty Patches and Mixed Messages will be incorporated as well, to tie in to PINK’s reputation for cheeky sayings and to create a link between the two trends (Atkinson, 2016e). The concept of a girl gang is already popular worldwide outside of fashion, so why not inside (Amoruso, 2015; Grl Pwr Gang, n.d.; Stephen, 2016)? 8
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“I won’t cry for you, my mascara is too expensive.” -Adriana Lima
Girly Gang
OLD WORLD MINIMALISM
Victoria’s Secrets swimwear line has not been without its faults, one of the main ones being that the suits are overly complicated (Kissane, 2016; Taylor, 2016). With this, it would be wise to make a move in the other direction: towards minimalism. However, true minimalism would be too extreme for the brand, and so pairing minimalistic shapes, such as found in WGSN’s Clean Minimalism, with a hint of worldliness from WGSN’s Culture Collector and Trendzoom’s Wanderlust, is the perfect fit (Atkinson, 2016c, 2016d, 2016e; Trendzoom, 2016; WGSN Accessories & Footwear Team, 2016). It tones done VS’s love for bold and distinctive prints without getting rid of the patterns that make them pop. 2
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Another way to simplify is to go bigger and bolder. By using more large scale prints the intricacy, and as such the business, is minimized. Botanicals, like those seen in WGSN’s Hyper Botanical, are perfect for going big, and feature the freshness of florals but more excitement, creating the third theme (Atkinson, 2016a, 2016d, 2016e; Trendzoom, 2016). Not only is pattern borrowed from the tropics, however, as details such as nature-inspired appliquÊs and flouncy frills which hang like massive leaves off a plant can be found as well (Atkinson, 2016d). 1
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Botanical Paradise
SILHOUETTES
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Because the range is a vehicle to convert consumers to Victoria Sport, a huge inspiration in silhouette should be athleticism and functionality. Inspiration comes from many places for this, as even the catwalk was studded with sporty shapes for S/S 18, such as Chromat, Bondi Bather, Duskii, and Cynthia Rowley to name a few (Atkinson, 2016a 2016b, 2016c, 2016d). Other trends in shape include high-leg suits as well as theme specific silhouette trends, such as minimalism in Old World Minimalism and ruffles in Botanical Paradise (Atkinson, 2016d, 2016e; WGSN, 2016). One-pieces will be more popular than in previous years due to the improved functionality when used for athletics (Milak, 2014). 5
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COLORS The color scheme for this range comes from a combination of the color schemes for WGSN’s Psychotropical and Youth Tonic (Atkinson, 2016e). These featured the brightest and most youthful colors which paired best with the brand.
BRAND STYLE Below is a sampling of of VS’s previous swimwear lines, which was taken into account when choosing other inspiration to use for the line. In addition, Figures 24.1 - 24.6 on the following page get into more detail taking stock of the colors, materials, and styles used in the 2016 line. This information was gathered through primary research by counting products on the VS site. However, note that some products, especially tops, had already sold so were not included in the count. In addition, other than the odd “freebie“ item, accessories are not included in VS’s swimwear lines.
BRAND BREAKDOWN
Figure 24.1: Garment Type Breakdown
Figure 24.2: Top Style Breakdown Figure 24.5: Color Usage Breakdown
Figure 24.3: Bottom Style Breakdown
Figure 24.4: Breakdown of Features Offered in Tops
Figure 24.6: Bottom Coverage Breakdown
SIZING & PRICING
Sizing will remain the same as previous years. Depending on the shape of the swimsuit and how much support it offers it will either be offered in bra sizing bands sizes in 32, 34, and 36, and cup sizes A-DDD on bikinis or C-DD for one-pieces, or in sizes XS-L. The average price per piece is $20-$30 and will be dispersed roughly following previous years as outlined in Figure 25.2. Prices will be decided based on the style following Figure 25.1 which goes through the previous line’s breakdown, as well as considerations such as how intricate the piece is or if it has extra material costs.
Figure 25.2: Breakdown of Price by Tens of Dollars Figure 25.1: Breakdown of Price by Style
SOURCING
The range will be sourced from a wide portfolio of asian countries so that the brunt of the responsibility does not lie on a lone factory. Each country and factory has its own benefits and difficulties, and so the current knowledge base and set of manufacturers will be used for this range rather than seeking out new factories. A snapshot of the countries used include China, Thailand, and Sri Lanka as can be seen below. China accounts for 46% of clothing manufacturing exports and features increasingly refined capabilities, which makes it a good choice for more complicated pieces, however it is also becoming increasingly expensive so it would not be wise to produce the entire line there (Just Style, n.d.). Thai factories are becoming a less popular choice for American production as their workforce dwindles and exports move towards more local economies, such as China, so less of the range will be produced here than in previous years, however, trusted manufacturers with which VS have a strong relationship will continue to be relied on for production of a few pieces (Sung, 2013). Sri Lanka specializes in lingerie, making it a strong choice for padded and boned suits, as well as being known for its factories’ reliability, however long lead times means that it is better suited for core pieces and fashion-led pieces would be better off produced elsewhere (Just Style, n.d.).
ETHICS 1
In continuation from page 5 on VS’s sex appeal, Victoria’s Secret has also gone under fire for its “Perfect Body” campaign featuring the angels, which many felt was holding women to too high of standards- a complaint VS hears often (Bahadur, 2014; Victoria’s Secret, n.d.). This is why their biggest rivals today are brands who embrace body-positivity, such as Aerie (Muto, 2016; Schlossberg, 2016a, 2016c, 2016e, 2016g, 2016h). In addition, the brand has been critiqued for not supporting any causes, especially when there are many which would work well for an intimates retailer, such as breast cancer awareness or sexual consent (Schlossberg, 2016h). For corporate responsibility, environmental concerns, and responsible sourcing, Victoria’s Secret has a fairly basic policy on each, choosing simply to follow industry standards and American law then to go above and beyond (L Brands, n.d.).
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THE PLAN
1 Botanical pattern with Hummingbird leaves, Blue Butterfly body and accents of Pop Spice and Fizzy Green
White with photorealistic Hummingbird-colored leaf comming up from the bottom or Blue Butterfly with intricate moroccan floral pattern
2 Bottom layer White with Hummingbird leaves and Solar Flare flowers, middle layer Fizzy Green and top layer Hummingbird
Comes in White, Solar Flare, Jungle Mist, or patterned. Straps are plain White when patterned.
THE PLAN
3 Offered in two moroccan inspired prints with white straps for both colors
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Offered in Solar Flare, Charged Pink, United Blue, and an orange moroccan pattern. Straps match body color, and are Pop Spice with pattern.
I won’t cry for you, my mascara’s too expensive
Love ya ;)
Comes in Electric Lavender with an Angel quote, United Blue with alliteration, and Black with a sweet sentiment.
RANGE ANALYSIS 1
For each iteration of the range sold profits of 627.31 would be earned. Considering the 1,164 stores nationwide which would stock an each range a minimum of 10 times over, that would mean conservative profits of 7 million. The range is divided by garment as follows in Figure 35.1.
Figure 35.1: Garment Type Breakdown