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 £46 per year. - Lots of brand loyalty in underwear sector, 48% of people only shopped at one retailer last year.