Brand Mapping: Comfort vs Sultry, Luxury or affordable?

Brand Mapping: Comfort or sexy? Luxury or affordable?

This brand position map is based on the products the brand sell and how they are advertised. VS being branded as sexy and sultry, it prides itself on the 'fantasy' sold to consumers. Along with this comes a luxury price point, with a lot of the bras from £40-£60, they aren't affordable for those with little disposable income. Similarly is Savage X Fenty, branding itself more sexy for women themselves and feeling confident, it takes a different spin on the definition of sexy. Still with a luxury price point, coming in just under VS with bras around £35-£45. Calvin Klein being designer, qualifies as luxury but the bras are simplistic, wearable and made for comfort. Primark is down at the Lowest price point, with sets being as little as £5, this brand is entry level affordable for those with little to no disposable income. Ann Summers again is very highly sexually branded including pleasure products for women, with a smaller price point than Savage and VS.

VS seem to have a sexy and sultry brand representation with a high price point, its main competitors are Ann Summers and Savage and possibly Boux Avenue.