Group Survey Results

We put a survey into the public about their buying habits and their thoughts on VS as a brand. Here are the results

Target Market
82% of the people who took the survey were 16-25, this comes as an advantage to us because this is the target audience of the brand. 11% were 26-35, 4% were 36-45, 46+ there were only 2% and under 16 was 1%.

Occupation
42% were student with a part time job and 25% were just students. This lowers the affordability of the luxury brand and being in the student demographic means less disposable income for luxury brands like VS so may have swayed opinions on buying habits. 26% had a full time job which means they are in a better financial position for disposable income. 4% had a part time job and 3% were unemployed.

Values
-I counted 38/87 people considered themselves to be liberal in their values. Meaning most people in the survey were forward thinking and mostly open to change.

Size
-53% were a size Small and 48% were a size medium. 14% were an XS, 1% were XL and 1% were XXL. This suggests the majority those who answered the survey may be able to relate to the models in terms of sizing and therefore may not be as concerned with the brand not using inclusive models. We looked more into this over the next couple of questions.


Buying Habits
- 57% of people bought underwear only when they needed it. 31% bought it mostly, 14% bought it yearly and only 2% bought it weekly. This suggests that women only purchase underwear when their current ones maybe get old or break or aren't wearable anymore. Concluding that underwear may not be as frequently purchased as fashion such as clothing to keep on trend. This is more a necessity than to keep 'on trend'. Comfort may be good to focus on.

Where to shop?
M&S= 5%
VS=33%
Other lingerie Specialists= 5%
Department Stores-= 8%
Clothing Retailers= 26%
Supermarkets= 8%
Online= 4%
Other= 11% (6 of those were Primark)

Comfort
-When asked how important comfort is when buying underwear on a scale of 0-100, 39% of respondents answered as this being 100. Meaning this must be the first thing they consider when purchasing underwear.

Fashion Show Views
-When asked about viewing the show, 31% had said they were likely or very likely to watch the show. 21% had no preference meaning they may not be interested or know about the show and 48% had said they were unlikely or very unlikely to watch the show. A lot more people seem to have a stronger opinion against the show which reflects with the viewings decreasing in 2018. People may be tired of not being represented for the 'fantasy'.

VS Angels
-29.9% of respondents said they think the angels are good role models compared to a huge 71.13% who said they disagreed. Due to this being the core branding in VS, it shows people are engaged or respond well to the angels. This may be due to the Mintel study as 78% of women think that models should represent the average person.

Trans and Plus-Size
-28% of respondents wouldn't buy VS knowing that they refuse to use trans or Plus-Size models in their branding. However, 72% would still buy from VS knowing this. This suggests people are aware and care about inclusiveness in brands, but not enough to stop buying from the brands they like. Most people in the survey would still back VS meaning they still have a huge following.