VICTORIA’S SECRET
By Georgia Walters
WHY VICTORIA’S SECRET?
• I am a customer myself and do really like the products that the brand sells. • I believe in equality and think the brand should incorporate this into their company. • Does not send out the best message about body image, this is something I am interested in and would like to take further into my recommendations.
VICTORIA’S SECRET’S CURRENT Known for their underwear, image - interested in MARKET POSITION • Body but has extended their • Equality
products, which have proven to be very popular by members of the public. • The brand grew rapidly from when it started and is now one of the most valuable apparel brands worldwide. • Lots of competitors that people prefer to shop at, such as; Ann Summers, Savage X Fenty, Boux Avenue, Primark, H&M and many more high street retailers.
WHAT I HAVE FOUND • Instagram Poll, found many members of the public like the products that the brand sell, but do not send out a good message about body image. • Contacted an employee Victoria’s Secret’s Meadowhall store - she agreed there is not enough diversity within the brand. • SWOT analysis – Strength: uses powerful influencers such as Kendall Jenner and Gigi Hadid, to attract young people’s attention. • Weakness - not sustainable, proven in a campaign in 2008, lied about products being fare trade, when they were using hand picked cotton picked by child labourers.
RECOMMENDATIONS • Plus sized models - either a plus sized range or just including bigger sizes in general. • Collaboration with Lane Bryant - campaign against ‘The Perfect Body’ campaign and produced one called ‘I’m No Angel’. • Lowest view rate on fashion shows in 2018, by including more diversity within their fashion shows may bring the view rate back up – members of public would gain more respect • Sustainability - members of the public can bring in a bag of old clothes/textile products, get a £5 voucher off their next shop if they spend X amount, recycle these products and reuse them to produce their own products • Introduce an app to make products more accessible