Competitors: Ann Summers

Competitors: Ann Summers

Ann Summers is known for their sensual, sexy underwear and pleasure accessories. For many years women have felt empowered by this brand through women being dominant strong and in charge with the branding of Ann Summers. According to the website, there are 111 stores nationwide in the UK. They are a growing company. Fashion United stated that in 2018 the total revenue was at £110 million but had made a loss of £3.1 million. They are a growing company and have over recent years re-branded themselves towards a more classic, timeless, sensual image and less 'tacky' as some would say.

From the website and looking in store, they have sales frequently online and in-store and good discounts all round. This is highly advertised in the branding of the website and plastered throughout all the shop windows to try and bring consumers in.

The Website also includes a range of different size models to advertise their lingerie. This isn't always in a plus-size section of separate from what they want the consumer to see. They put this at the forefront of the brand and normalise average size women's bodies. The lingerie across the website is mainly reduced however normally ranges from £15-£45 for bra's. They are lower priced than brands such as Victoria's Secret and Savage X Fenty, but higher than clothing brand such as Primark and H&M. For a lingerie brand, they are affordable for those who don't have a high amount of disposable income.

The instagram feed seems to follow a theme in terms of colour, as it's coming up to valentines day and the most busy time for Ann Summers, the theme is red. It reflects the sensual atmosphere of the brand. The photos range from sex toys to lingerie to model photos. Scrolling through their instagram, you can see the same models pop up throughout however again, they are all diverse and showcasing inclusivity within the brand. Larger models are shown to be sexy and this can be empowering for women as by other brands, being told 'skinny is sexy' only, this can be the change they needed to see. This coincides with the change in values women have in society. Underwear is such a personal experience and so to celebrate larger women looking and feeling sexy, is a huge step forward and will reflect well on sales for Ann Summers. 

The Instagram has 171k Followers, very tiny compared to the 62 million of VS's Instagram. They get anything from 250 likes to 3,000 per post. They engage with their audience encouraging them to use the hashtag #RealLoveByAS, however this has had no responses yet. They have a range of highlights that are clear, have a theme, and are eye-catching. it includes store openings, news, sexy lace, toys, blogs, swimwear and polls. These are engaging and a good way for Ann Summers to interact with their audience and get to know their consumer. However, these don't have the bets upkeep as the last post was 20 weeks ago. They must be consistent in order to keep the audience engaged. 

Primary Research 

The in-store experience was very sales focused. Some of it was jumbled as the sales section hit you as soon as you go into store. They didn't have any photos in stores and models were scattered around the shop floor. There was clear colour coordination and sets were easy to find during the all year round range. Most items were reduced and on sale for around £10-£20. Pleasure products were towards the back of the store and were closed off and private. The store could do with an updates and more inviting window display to bring in different consumers and allow their business to be more profitable. 

Overall the brand has a clear message, it keeps dominant women at the forefront of their brand, has a message of empowerment and feeling sexy and good in your own skin, no matter what your size. They are spreading positive messages across all their channels and therefore are in-line with changing consumer needs and values.