(Victoria’s Secret Fandom, NA)
Contents
4
18
Executive Summary
Product Selection
6
20
Brand Introduction
Social Media and Influencer Marketing
8
22
Macro Economic Analysis
Annual Fahion Show
10
24
SWOT Analysis
Marketing Mix
11
28
Brand Market Position
Proposed Strategy
12
34
Competitors
Bibliography
14
36
Brand Mapping
Image Referencing
16
37
Consumer Demographics
Appendix 1
EXecutive Summary
(Pinterest, NA)
The purpose of this brand report is to determine the issues within the lingerie brand Victoria’s Secret. The report will include research into why the well-known lingerie brand sales are dropping and asking the important question of is Victoria’s Secret’s ideologies of women outdated? The brand is getting pushed out of the market by competitors taking on the new consumer ideologies of body positivity. This report will analyse the performance of the brand, consumer demographics, their social media and influencing strategies, the strengths and weakness’ and looking into its rising competitors. The starting point in the report is to research into the brands itself; who the brands specific target consumer is, the brands position in the market and why their sales are declining.
The main question will be do Victoria’s Secret need to rebrand their image to stay relevant within the market of the new emerging demographics? The Brand report is based on the body imaging Victoria’s Secret is portraying to society and what messaging it is sending to the younger consumers. Along with new emerging demographics of body positivity within the media and society, comes the want for plus-size lingerie within the dominating lingerie brand of Victoria’s Secret. The plus-size market is a multibillion-dollar section of the market which the brand is missing out on. Not only are they losing out on their plus-size customers, but also losing loyalty and brand image through the size messages they are portraying. With more competitors rising Victoria’s Secret need to continuously put effort into holding their share of the market.
Victoria’s Secret is an American women’s lingerie and beauty product retailer. Founded in 1977, it is the no.1 US Lingerie brand although having seen its decline in sales it still controls 28.8% of the lingerie market (Andria Cheng, 2018) which is a fall from 35% seen in 2014. (Ashley Lutz, 2014). Whilst brands
Introduction to Victoria’s Secret
with body positivity such as Aerie has seen a 4.0 percentage point gain to 2.3%, according to Euromonitor. (Andria Cheng, 2018) Eight years prior to funding Victoria’s Secret Roy Raymond went to a retail store to buy his wife lingerie only to find unattractive floral-pattern nightgowns and lingerie along with patronising and uncomfortable sales women. He soon realised other men felt the same and used this to create the idea of Victoria’s Secret, a lingerie store to make men feel comfortable when shopping for their partner. Raymond picked the name ‘Victoria’ after Queen Victoria, to
NO.1 LINGERIE BRAND IN US
X O X
represent the Victorian era. The ‘secret’ came from what was hidden under the lingerie and the ‘angels’ idea originated from his wife being involved in a sorority which their mascot was an angel. (Naomi Barr, 2013) Since founded in the 1970’s the brand’s models the ‘Angels’ have been viewed as aspirational figures and the annual fash-ion show viewed as and described as by Ed Razek the chief marketing officer as a fantasy. The lingerie brand encouraged its customers to feel sexy, empowered and bold using a variety of bright feminine colours. The Victoria’s Secret stores offers a deluxe experience to its customers with its luxurious ultra-feminine interiors, and upscale ambiance is what truly makes Victoria’s Secret however, the no.1 US lingerie brand has held its idealistic title for a period, but the brand is now losing this aspirational and idealistic view and becoming a target for negative body imaging with new emerging ideologies in society such as diversity. In recent years diversity has become a more popular movement within the industry with brands making strives to changing what is acceptable in society.
(Pinterest, NA)
reflect the society and target market that the
2019 to $1.20 from $2.30 beginning with March 2019
brand functions in as well as showing the culture,
quarterly pay-out as well as news to have appointed
attitudes and values that most of the population
a new chef executive to run the problematic lingerie
has. Such as the views on diversity. Victoria’s secret
brand. (Peter Wells, 2018)
is a known brand for lacking diversity yet their
The company confirmed Ms Singer resigned and
target consumers and still willing to shop there as
that Mr Mehas will take over leadership in early
it is viewed upon as a luxury brand. Not only are
2019. “Our number one priority is improving
social factors important for the operational aspect of
performance at Victoria’s Secret Lingerie and Pink.
Victoria’s Secret but also on the marketing aspect of
In doing so, our new leaders are coming in with a
the brand. It involves understanding the customers,
fresh perspective and looking at everything . . . our
their beliefs in a society (what they like and dislike)
marketing,
talent,
would help design both products and marketing
real estate portfolio and cost structure. Most
strategies that would lead to the brands success. An
importantly, we are focused on our merchandise.
emerging consumer ideology have interests towards
The brand has said. “Over the last few years, in
ethical brands particularly about the environment.
both Victoria’s Secret Lingerie and PINK, we have
Different parts of the industries will hold different
lost our close connection to our customer. ... We are
standards of environmental protection. This will
getting that back by traveling, spending more time
dictate the norm for the industry and will be what
in stores and getting to know her like we’d know
everyone aims for to protect themselves as a brand
our best friend.” (Dan Eaton, 2018)
from becoming under negative pressure due to lack
The social factors that affect Victoria’s Secret
of environmental awareness. (Essay48)
brand
positioning,
internal
Macro Economic Analysis
L brands have decided to halve its annual dividend in
Brand Market Position
The brand controls 40% of the lingerie market, according to industry research firm NPD. (Ashley lutz,2015). Victoria’s Secret’s brand position in the market is a high-end luxury lingerie label, viewed as aspirational. The brand stands for sexy and feminine. Everything within their brand must stay associated with these two things or the brand will lose its position within the market. As it is a retail brand, store presentation and visual merchandising is a big part in supporting the brand positioning. Store locations are looked at carefully as they do not want to be placed in outdated locations as this will end with declines in sales. There are currently 1,100 stores in the US, 24
“The exclusive and differentiated merchandising mix that Victoria’s Secret offers shoppers has led to a unique breed of consumer that is extremely loyal,”
in the UK and 45 in Canada and many more. It is a world dominating brand, that no other lingerie brand comes close to. (Wikipedia). According to Judith Russell, Victoria’s Secret is successful due to its one distinct advantage. The brand focuses on lingerie in a way that no other competitors can. Offering better designs, hiring top talent and making customers feel like ‘they’re shopping in a supermodel boudoir’ (Ashley Lutz, 2015) (Pinterest, NA)
With
Competitors
and comfort within their lingerie,
and reduced traffic.” Operating
Victoria’s Secret must constantly
whereas
is
income also took a hit in 2018,
convince customers they’re the best
aspirational,
regular
dropping from $183 million second
in the business. The competitor
women to unattainable standards.
quarter of 2017 to $114 million
lines in the lingerie market are
The
in 2018, a 38% decline. (Pamila
drawn between attainable comfort
brands use realistic models vs. the
Danziger, 2018)
and
Victoria’s Secret Angels. (Pamila
Brands
Danziger, 2018)
Danziger, 2018)
promoting
The ideologies of women’s bodies
Adore Me (another brand including
models in there casting and not
and sex appeal are shifting due
inclusivity) has also seen earnings
to mention a wider variety in
to the rise of lingerie brands with
increase over the years. In fiscal
clothing sizing. Victoria’s Secret
body diversity surfacing. Although
2015, it acquired $42.7 million
is
the brand is seeing declines in
in revenue. Yet still, nothing on
competition with American Eagle
sales
Victoria’s
$7.7
Outfitter from their gaining of
Secret is still off the charts with
billion from fiscal 2015 — but it
teen and young-adult following.
a recorded net sale of 7.39 billion
is swift improvement from 2014,
(Andria Cheng, 2018). This is due
USD
when it took in $16.2 million.
to its campaigns using a wider
dominance of the brand cannot be
(Mallory
diverse variety of body types with
frowned upon. (Wikipedia)
Victoria’s
the
no retouched imaging. According
The lack of inclusivity in Victoria’s
opposite, Net sales of Victoria’s
to Cora Harrington, editor of the
Secret is becoming more visible
Secret, including stores and direct,
Lingerie Addict blog. The vision
as
more
declined 5% last year, through
that Victoria’s Secret has of ‘sexy’
diverse and push the boundaries
February 3, 2018. Looking closely,
is out dated and out of place. The
such as Savage x Fenty and Aerie.
in the second quarter comparable
lingerie label has been slow to
However, brands such as these
store sales were off 5%, following
understand recent and upcoming
are focused on different parts of
an
second
ideologies. The conversation about
the market to Victoria’s Secret,
quarter 2017. The brand credited
diversity has hit the industry and
such as they are authentic for
the decline in comparable store
people have a lot to say on the
using
sales to “lower average unit retail
matter. (Bloomberg, 2018)
sexy
the
aspirational.
figures
worldwide
other
moving
in
brands
realistic
of
in
(Pamila
Victoria’s
2017.
become
women’s
The
bodies
Victoria’s holding
difference
11%
Secret
being
Secret’s
nearly
Schlossberg). Secret
decline
diverse
is
in
Whereas
doing
the
and a
becoming
designers wider
variety
increasingly
Competitors OUTDATED IDEOLOGIES
are of
in
“Victoria’s Secret is an intimates industry leader because of the consumer culture they have nurtured, and the way they bring passion back to the shopping equation.” (Current Brand Market Position and Competitors)
Brand Mapping
Consumer Demographics (Current Consumer Demographics moodboard)
The identity of the lingerie brand is American culture, a fresh, unruly, passionate lifestyle. They desire to feel ‘sexy’ and shop at Victoria’s secret to get that feeling. (Sheena Anand, 2016) Victoria’s Secret has two consumer demographics the first being for Victoria’s Secret and the second being for its label known as PINK within the brand, this allows for a wider target market. The first consumer demographic for Victoria’s Secret is middle class women or men shopping for a woman of middle class, between the ages of 20 to 40. (Priyam Agarwal, 2017) Their self-image of consumers wants to live a life of plenty of passion, energy and elegance. Their reflected consumer is someone of confidence looking to feel desired. The ideologies of the lingerie brand can be reflected through their specific consumer audience. The consumer market of Victoria’s Secret is someone who feels sexy, confident and have a desire for sensual passion. (Sheena
Anand, 2016). The second consumer demographic follows the PINK label, which attracts people outside of the Victoria’s Secret market. PINK aims for the younger consumers such as teenagers and young women, ages 13 to 25. (Mallory Schlossberg, 2016) The on-trend prints, bold colours appeal as more casual than the traditional Victoria’s Secret line, this inspires the younger consumers to go into a store, the advertising for which is more playful and less seductive. PINK picks up the younger consumers in hope that they’ll mature onto the sexier styles of Victoria’s Secret. This causes a brand loyalty within a younger consumer. Consumers can view the brand as a healthy and inspiring as the angels are skinny centric and are seen to work out daily on their social media pages so it is easily portrayed as a healthy body image however the other consumers view it as portraying unrealistic body imaging towards young audiences and setting the imprint of ‘ this is what you should look like’.
Victoria’s Secret has developed such a strong brand for itself that it has in recent times been able to leverage its name in other products. With the brand creating different labels within the brand itself, it appeals for a more product diversity. Such as the main line of Victoria’s Secret including bra’s, underwear, lingerie and sleepwear. PINK was launched in 2002 within the brand which has the same product variety however it targets a different audience such as young women and teens, by using more playful styles alongside bold feminine colours and daring prints. Victoria’s Secret Sport variety is based on activewear, streetwear and comfortable sports underwear as well as a beauty label within the brand including make-up, fragrances, lotions, bath and body products and accessories. The diverse offerings of the brand positions it as a full lifestyle brand. Making it more relatable to the consumer. In 2016 Victoria’s Secret confirmed that they were going to discontinue their swimwear line and concentrate on, lingerie, bras, sleepwear and fragrance. L Brands said they were limiting the organization into three core segments of Victoria’s Secret Lingerie, Victoria’s Secret Beauty and PINK. It was also said that the brand be “focusing resources on core merchandise categories, where the company believes the greatest growth potential exists” which would “involve the elimination of certain merchandise categories.” At the time this was a smart move from the brand as swimwear was not accounting for a significant portion of the brand sales. It was reported that the swimwear contributed roughly $500 million which is only about 6.5% in sales. Sales decline in august 2015, what contributed to the drop of sales was the decision to follow a fashion trend and create a collection featuring complicated, lacy swimwear. It was reasonable to cut products that are not selling well to make room for items that are more likely to sell. Leaving behind a stronger brand position. (Michael Wang, 2016) Rumoured in 2018 about having considering bringing back the swimwear collection Victoria’s Secret have since announced via social media in February 2019 that swimwear will be returning to the brand in March with a mix of the labels exclusive and “sexy suits from the world’s best swimwear brands” after years of declining sales and the growing negative comments around the lack on inclusivity within the brand. The brand is focusing on expanding its product range with releasing eyewear and footwear along with the swimwear line. (Brittany Talarico, 2019)
Product SELECTION (Victoria’s Secret Instagram, 2018)
(Victoria’s Secret Website, 2018)
Social Media and influencer marketing
Captivating girls and women, striking the right balance between sexy and approachable. As od 2018 according to Charlotte Beckwith bra specialist at Victoria’s Secret the target market is the millennials, they want to maintain the older demographic but are going after the millennials. She says the Kardashian’s are driving the market and Victoria’s Secret has adapted there brand accordingly. (Charlotte Beckwith 2018) To the consumer what social media gives is an opportunity to feel connected and direct access to the brand and can develop a feeling of loyalty. Social media can also help with legitimising a brand with the number of followers it has. Victoria’s secret uses social media to announce campaigns such as collaborations, in doing so they would be expanding their target market and legitimizing their presence to another group of loyal followers. Victoria’s Secret’s social media presence is a marketing strategy/ campaign itself. It is well-known for its glamour marketing with its exclusive super models known as the ‘Angels’ which many people aspire to. “The primary goal of Victoria’s Secret social media marketing strategy is to build brand identity in focused market localities. Victoria’s Secret produces market specific products licensing local sports franchises or institutional identities, these products are the primary content driver for posts that target potential customers in the relevant media market.” According to Karen Harris A former category managers. (Robyn Buonomo 2017). In 2017 Victoria’s secret was the dominant retail brand on social media. The brand received over 352 million activities including likes, comments, shares, retweets etc. across Instagram, Facebook and Twitter. According to the State of Social, the brand accounted for 28% of all cross-platforms among retailers. Urban Outfitters was second with 161 activities, accounting for 13%. (retail touch points, 2018).
One of Victoria’s Secret’s well-known marketing strategies is the annual fashion show. The ‘angles’ of Victoria’s Secret parade down the runway with their never-ending legs, tight waists and big breasts. The show attracts millions of celebrities and entertainers but leaves women questioning what ‘perfection’ really is. As women watch in awe and men drool whilst your self-esteem is on the floor, you can’t help but think ‘why can’t I look like that’ and compare yourself (healthy or not) to that of an ‘angel’. Yearly the brand has great attention on social media. (Veronica Granja-Sierra, 2013). The annual fashion shows purpose is to showcase the lingerie collection and sell
the garments however many of the extravagant outfits would not sell on the shop floor. Its all for the publicity. The lingerie brands annual show boasts about a 5 million rating in 2017 however the brand had an outstanding drop to 3.3 million viewers in 2018 when it aired on the 2nd of December. (Olivia Petter, 2018) This decline could have had some impact as the show was filmed three weeks before it was aired, in that time photographer’s and influencers were able to broadcast photos and videos on social media. However, this drop-in view is so significant it most likely prompt down to the fact that people are growing tired and losing interest in Victoria’s Secret.
(Style of the city, 2018)
Annual vs fashion show
(Lilith Hardie Lupica, 2018)
(Current Social Media/Influencer Marketing moodboard)
Victoria’s secret deliberately avoids using body diversity in their advertisement is because their customers don’t seem to mind it – despite what society is saying. In 2016 a Victoria’s Secret editor stated that curve models do not sell garments as well. “One time, during a swim season, they had these two girls come in that had abs and thick thighs and busts. They were really toned, and their skin was amazing. They were still obviously models. But they were a different look. But they didn’t sell anything and so they stopped using those girls,” the photo editor, who anonymously went under the name of Sarah. (Mallory Schlossberg 2016) And why would Victoria’s Secret want to alter their brand identity to something which will not sell their company in the best way possible? However, a lot has changed since 2016 and body positivity has become more of a spoken and accepted issue within the industry. Brands are either being praised or criticised for the diversity within their brand. The conversation right now is more focused on bodies than it is about the garments that are being worn themselves. The models casted gives the consumer an insight into the brands/designers focus’ and views. The new emerging demographics from consumers are threatening what Victoria’s Secret are known for most; and that is their retouched advertisements of the ‘Angels’ and the extravagant and over the top annual fashion show. (Victoria’s Secret, 2018)
(Proposed Consumer Demographics moodboard)
Proposed Strategy (Savage x Fenty, 2018)
The fashion industry defines plus-size clothing as size 12 to 24, although many brands opt to go up to 28 to meet demand. The biggest bra you can purchase at the lingerie brand defers in style, some go up to a 40D and others to a 40DDD and pants go up to a size XL which is equivalent to a size 16. The average UK bra size is a 36D, which is at the top of Victoria’s Secret size range. Showing that it is not a brand that aims at every woman. But with new consumer demands
and ideologies this is not good enough and want more variety in the lingerie brand. If we look at the statistics, a 2016 study in the International Journal of Fashion Design, Technology and Education states for the plus size market in America it shows that the average woman is between sizes 16 and 18. (Prachi Singh 2017) The plus size market (US size 14 and plus) made 21.4 billion dollars in 2016 which is an increase from 17.4 billion dollars in 2013. Plus-size teens
made up for 34 percent of the market in 2015 compared to a 19 percent in 2012. This shows that Victoria’s Secret are missing out on a large percentage of the market within the industry. Vitoria’s Secrets is not a brand that tries to be diverse and please everyone and it is most certainly not a brand to make comfortable lingerie for plus-size women due to this the lingerie label will get stuck in the past if it does not alter to the new demographics in society.
(Lauren Chan, 2015)
In a recent survey conducted 76% of people agreed that plus-size models should be involved in Victoria’s Secret and 83% agreeing that the brand should cater for plus-size women. However, 72% of people also said they would happily purchase from Victoria’s Secret knowing the lack of diversity in the brand. However, the opposite effect to looking at this would be that 72% of people are not interested in what type of models they portray therefore if Victoria’s Secret was to change their ideologies and begin using plus-size models it would not differ their opinion on the brand. (Appendix 1)
(Savage x Fenty, 2018)
My proposed strategy for the brand Victoria’s Secret is based on celebrating body diversity. To do this would be to release a plus-size lingerie collection/campaign that celebrates realistic women’s bodies. This would appeal to the market that the brand is currently rejecting. Victoria’s Secret would need to keep its idolised and aspirational ambience otherwise it may isolate its current consumers, but this is easily attainable by keeping the current Angels within the brand however involving more relatable body images for example using curve models such as Ashley Graham within their annual fashion show and advertising. A wider variety of sized models/Angels within the idolised brand would portray a healthy image to the younger generation and not just one body type which is viewed upon as aspirational. (Savage x Fenty, 2018)
(Proposed Brand Market Position and Competitors moodboard)
The promotion of the plus-size lingerie and new angels would be announced via social media before the release date to encourage anticipation and excitement on platforms such as Twitter, Instagram and Facebook with the millions of followers on each platform the announcement would be highly recognised and praised. Other promotions such as photo and print would also be used around the campaign to overwhelm society. It would be seen within magazines, billboards and TV advertisements. These would play a huge part in the promotion of the campaign as these kinds of advertising are stretching outside the brands consumers and aims towards consumers who are not Victoria’s Secrets customers. Announcing the campaign before the release date is a marketing strategy in a way that it will create excitement within consumers and media, it will give people a time to speculate. Within the hype for the release the media would do a lot of the brands promoting in a way of publicising articles and opinions on social media platforms. Involving plus-size lingerie and models within the brand has been a highly anticipated wait by influencers and consumers. This would include Victoria’s Secret within the body diversity movement and the plus-size market, widening their current target market also increasing sales. But mainly it would focus a body positive ambiance around the lingerie brand which the brand has faced criticism for lacking.
(Victoria’s Secret Instagram, 2019)
(Proposed Social Media/InfluencerMarketing moodboard)
Bibliogryaphy Andria Cheng ( Jul 12, 2018, ) Here’s The Real Problem Behind Victoria’s Secret’s Dramatic Fall, Retrieved from: https://www.forbes.com/sites/andriacheng/2018/07/12/heres-the-real-problem-behind-victorias-secrets-dramatic-fall/. Last accessed: 30/01/2019 Ashley Lutz (Feb. 3, 2015) Victoria’s Secret is under pressure to offer larger sizes, Retrieved from: https://www.businessinsider.com/victorias-secret-plus-size-petitions-2015-2?r=US&IR=T. Last accessed: 05/01/2019 Ashley Lutz (Sep. 8,2014) How Victoria’s Secret will continue to crush the competition. Retrieved from: https://www.businessinsider.com/victorias-secret-business-strategy-2014-9?r=US&IR=T Last Accessed: 31/01/2019 Ashley Lutz (Aug. 21, 2015) Victoria’s Secret uses one advantage to kill its competitors Retrieved from: https://www.businessinsider.com/victorias-secret-innovated-to-dominate-lingerie-2015-8?r=US&IR=T. Last Accessed: 31/01/2019 Bloomberg (May. 23, 2018) Victoria’s Secret Is Still Advertising to Women Like It’s 1999. Retrieved from: https://www.businessoffashion.com/articles/news-analysis/victorias-secret-is-still-advertising-to-women-like-its-1999. Last Accessed: 22/02/2019 Brittany Talarico, (Feb. 19, 2019) Victoria’s Secret Is Bringing Back Swimwear Just in Time for Spring Break: Here’s a Sneak Peek. Retrieved from: https://people. com/style/victorias-secret-is-bringing-back-swimwear-just-in-time-for-spring-break-heres-a-sneak-peek/. Last Accessed 20/02/2019. Charlottle Beckwith (Mar. 28, 2018) What is the target market of Victoria’s Secret? Retrieved from: https://www.quora.com/What-is-the-target-market-of-Victorias-Secret. Last Accessed: 05/01/2019 Dan Eaton, (Nov. 19, 2018) New Victoria’s Secret CEO will have a lot of work to do in 2019. Retrieved from: https://www.bizjournals.com/columbus/news/2018/11/19/ new-victorias-secret-ceo-will-have-a-lot-of-work.html. Last Accessed 30/01/2019 Esssay 48. Author: Unknown. Date: Unknown. Victoria s Secret PESTEL Analysis & Environment Analysis. Retrieved from: https://www.essay48.com/term-paper/13812-Victoria-s-Secret-Pestel-Analysis. Last Accessed: 25/02/2019. Michael Wang (May. 3, 2016) Victoria’s Secret Will Stop Selling Swimwear: Here’s Why It’s a Smart Move. Retrieved from: https://www.thestreet.com/story/13553077/1/victoria-s-secret-will-stop-selling-swimwear-here-s-why-it-s-a-smart-move.html#2. Last Accessed 13/02/2019 Mallory Schlossberg (Jul. 23, 2016) Victoria’s Secret is ignoring a massive shift in the lingerie industry, and it could be costing it tons of money. Retrieved from: https://www.businessinsider.com/victorias-secrets-marketing-strategy-2016-7?r=US&IR=T. Last accessed: 05/01/2019 Naomi Barr (Oct. 30, 2013) “Happy Ending, Right?” Retrieved from: https://slate.com/business/2013/10/victorias-secret-founding-roy-raymond-had-a-great-ideabut-les-wexner-was-the-one-to-see-it-through.html. Last Accessed: 15/01/2019 Olivia Petter (Dec. 4, 2018) Victoria’s Secret Fashion Show Sinks To Lowest Ratings Ever. Retrieved from: https://www.independent.co.uk/life-style/fashion/victorias-secret-fashion-show-2018-low-ratings-abc-3million-a8666226.html. Last Accessed: 24/02/2019. – Olivia Mvokany (Feb. 1, 2015) CHAP. 1 VICTORIA’S SECRET HISTORY AND MISSION STATEMEN. Retrieved from: http://victolivia09.blogspot.com/2015/02/victorias-secret-is-leading.html. Last accessed: 10/05/2019
Prachi Singh (Feb. 22, 2017) Size does matter: Plus-size fashion gains momentum in 2017. Retrieved from: https://fashionunited.uk/news/business/sizedoes-matter-plus-size-fashion-gains-momentum-in-2017/2017122227391. Last Accessed: 02/01/2019 Peter Wells (Nov. 19, 2018) L Brands halves dividend as Victoria’s Secret sales dip. Retrieved from: https://www.ft.com/content/5f88ee2e-ec3d-11e8-81809cf212677a57. Last Accessed: 15/01/2019. Priyam Agarwal (Jun. 20, 2017) Victoria’s Secret Case Study. Retrieved from: https://www.slideshare.net/PriyamAgarwal15/victorias-secret-case-study. Last Accessed: 01/02/2019 Pamila Danziger (Sep. 8, 2018) Victoria’s Secret May Be Women’s Most Beloved Brand, But That’s Not The Love It Needs. Retrieved from: https://www.forbes. com/sites/pamdanziger/2018/09/08/victorias-secret-may-be-womens-most-beloved-brand-but-thats-not-the-love-it-needs/#3bcc9ccf32bb. Last Accessed: 22/02/2019. Quoro (Dec. 16, 2015) What are some of the marketing strategies used by Victoria’s Secret? Retrieved from: https://www.quora.com/What-are-some-of-themarketing-strategies-used-by-Victorias-Secret. Last Accessed: 09/02/2019. Retail touch points 2018 – report Retail touch points (Apr. 23, 2018) Victoria’s Secret Generates 28% Of All Retail Social Media Actions. Retrieved from: https://www.retailtouchpoints.com/features/news-briefs/victoria-s-secret-generates-28-of-all-retail-social-media-actions. Last accessed: 30/01/2019 Robyn Buonomo (Mar. 21, 2017) Is Social Media Victoria’s Secret ? Retrieved from: http://smbp.uwaterloo.ca/2017/03/is-social-media-victorias-secret/. Last Accessed: 29/01/2019 Sheena Anand ( 2016) Victoria’s Secret – Brand Study. Retrieved from: https://www.pinterest.co.uk/pin/444660163182437243/. https://www.pinterest.co.uk/pin/444660163182437227/. Last Accessed: 23/02/2019. Veronica Granja-sierra (Dec. 10, 2013) Why The Victoria’s Secret Fashion Show Is Damaging To A Woman’s Psyche. Retrieved from: https://www.elitedaily. com/women/victorias-dirty-little-secret. Last Accessed: 05/01/2019. Wikipedia (unknown). Victoria’s Secret. Retrieved from: https://en.wikipedia.org/wiki/Victoria%27s_Secret. Last Accessed: 26/02/2019
Image Referencing Victoria’s secret fandom, NA. Retrieved from: https://victoriassecret.fandom.com/wiki/File:VS-Logo.jpg. Pinterest, NA. Retrieved from: https://www.pinterest.co.uk/pin/338966309450943889/ Pinterest, NA. Retrieved from: https://www.pinterest.co.uk/pin/298996862759082575/. Pinterest, NA. Retrieved from: https://www.pinterest.co.uk/pin/298996862759095638/ Victoria’s secret Instagram, 2018. Retrieved from: https://www.instagram.com/p/Bi42N6iFGzJ/ Victoria’s Secret Instagram, 2018. Retrieved from: https://www.instagram.com/p/BkN2K87lU4Y/ Victoria’s Secret website 2019. Retrieved from: https://ww.victoriassecret.com/bras. Style of the city, 2018. Retrieved from: http://www.styleofthecitymag.co.uk/victorias-secret-fashion-show-iconic-outdated/ Lilith Hardie Lupica, Nov. 9, 2018. Retrieved from: https://www.vogue.com.au/fashion/news/victorias-secret-fashion-show-2018-everything-youneed-to-know/news-story/6c7541e175d3c172da98542264b4f6f5. Victoria’s Secret, 2018. Retrieved from: https://www.instagram.com/p/Bt1JP6OAlWD/. Savage x Fenty Instagram, 2018. Retrieved from: https://www.instagram.com/p/Btui_UKFnLG/. Lauren Chan, 2015. Retrieved from: https://www.glamour.com/story/lane-bryant-cass-bird-plus-size-photos. Savage x Fenty Instagram, 2018. Retrieved from: https://www.instagram.com/p/Brg_97oFbWU/. Savage x Fenty Instagram, 2018. Retrieved from: https://www.instagram.com/p/BmH5eYdg19l/. Victoria’s Secret Instagram, 2019. Retrieved from: https://www.instagram.com/p/BtWoVGzAIAc/. Victoria’s secret fandom, NA. Retrieved from: https://victoriassecret.fandom.com/wiki/File:VS-Logo.jpg.
Appendix 1
(Victoria’s Secret Fandom, NA)