Victoria's Secret Presentation

Georgie Glossop - Victoria’s Secret - Current Social Media/Influencer Marketing/Marketing Mix

Why did I choose Victoria’s Secret?

- Shopped there before, own a few items.

- Rarely buy now, too expensive, prefer Boux Avenue.

Georgie Glossop - Victoria’s Secret - Current Brand Demographic

- Use personal experiences to base some primary research off.

- Could see opportunity for a series of recommendations to be made.

Brand Positioning Map

High Price

Current Market Position - Target audience 16-24 age group.

- Range in customer when observing in shop e.g. women on their own, men shopping for partners, mothers and daughters.

- Change since their begginings - created for men to feel comfortable shopping for their partners.

- Main customer today is women buying their products for themselves.

- Wide range in products.

Practical

Stylish

Low Price

Methodologies and Findings - Primary research - online survey, interviews with current customers and focus group.

- Secondary research - analysing facts and figures found through Mintel and online newspaper articles e.g. The Independent - People like the products. Expensive brand, many only shop when a sale is on.

- Some prefer online retailers such as PLT or Boohoo as much cheaper and still nice products.

- All agreed when suggested that a wider range of body types could be used.

Recommended Future Strategy - Overall more inclusive brand, needs to become open to change.

Georgie Glossop - Victoria’s Secret - Proposed Media/Influencer Marketing/Marketing Mix

@darth_bador 158k followers

- Start off small - a new line which shows the underwear modelled by range of body types.

- Introduce new social media influencers other than the ‘angels’ such as Emily Bador, Sonny Turner - body confidence advocates.

- Eventually become a shop where everyone feels like they can shop there and be represented.

@aerie underwear brand

@sonnyturner__ 284k followers @neonmoonco underwear brand

- Reported in April 2018, in the last 12 months only 15% of women bought underwear from specialists such as Victoria’s Secret, coming behind supermarkets, clothing stores, online retailers and department stores.

- Spending on underwear is the highest in older millennials who spend on average ÂŁ46 per year.

- Lots of brand loyalty in underwear sector, 48% of people only shopped at one retailer last year.