Brand Mapping: Inclusiveness and Fashion focus

Brand Mapping: Inclusiveness and Fashion trends

This brand map is based on where Victoria's Secret and their competitors sit in the market in terms of their values. I put the 4 points based on their stance on inclusiveness and how they brand themselves in relation to the moving fashion trends. The biggest difference in the map is Savage X Fenty and Victoria's Secret. They are both classed as a high fashion and desirable brand keeping up with the trends. However, VS is on the top end of exclusive whilst Savage is on the top end of being Inclusive.  It suggests that you can be on trend and high-fashion and still be diverse in your branding. A lot of the higher fashion brands proved to be more exclusive. M&S and Aerie scored high on being inclusive however had a lower fashion focus and don't seem to follow trends. Overall, Savage X Fenty is setting the mark for a high fashion brand that's bringing in a bigger target audience by using a wide range of models. I will use this in my recommendations as I want to keep the high-fashion orientated audience VS has but gaining inclusivity during their campaigns to bring in a wider audience and keep up with consumer values.