MY BRAND MARKETING REPORT - VICTORIA’S SECRET BY GEORGIA ROGERSON
WHY I CHOSE THIS BRAND
IT’S A BRAND THAT I BuY fROM
IT HAS BEEN WITNESSING A DEClINE IN SAlES SINCE 2011
RECENT CONTROVERSY SuRROuNDING THE BRAND IN THE MEDIA
CuRRENT BRAND POSITION • lEADING lIGNERIE BRAND IN THE uSA • BEGAN AS A STORE AIMED AT MEN TO BuY GIfTS fOR THEIR PARTNERS • GlOBAllY KNOWN BRAND • DEClINING Of SAlES BEGAN IN 2016, COMPARABlE SAlES lAST YEAR DROPPED BY 6%
MY fINDINGS • PRIMARY RESEARCH • A POTENTIAl MARKET BREACH - CHINESE lINGERIE MARKET • STORE lAYOuT AND DESIGN • lABElS AND PACKAGING DESIGN • REASON fOR SAlES DEClINE - THE REMOVAl Of APPAREl AND SWIMWEAR • SWEATSHOPS AND CHIlD lABOuR
MY RECOMMENDED fuTuRE STRATEGY • • • •
#WEARETHEfANTASY CAMPAIGN uSE DIVERSE MODElS RElEASE A BROADER RANGE Of SIzES IN STORE HOST ANOTHER fASHION SHOW WITH DIVERSE MODElS • REDuCE THE PRICE Of THE BRAS OR HAVE CHEAPER OPTIONS • OffER STuDENT DISCOuNTS • CREATE MORE APPROPRIATE SElECTION Of PRODuCTS fOR CHINA TO ExPAND THEIR MARKET