Market Research Ideas VS plan

Ideas for Market Research

Reading through the Module Handbook, I have devised a list below on all the things I need to research into, my proposal, my primary research and my campaign for the brand, mood board ideas etc etc.

-Statistics on VS decline

-Statistics on consumer needs today (done)

-Look into current trends in the lingerie industry

-Competitors (Aerie, Fenty X Savage, Calvin Klein), look into their campaigns and why they are performing higher than VS. (Inclusiveness, comfort etc)

-Look into SWOT of the brand e.g VS show views, brand acknowledgement, other brands, most decline, Social media, Influencers, Online Website etc.

-Brand positioning map compared to other Underwear brands (Look on Mintel)

-Look into most popular products right now, why?

-Look into PINK as a brand (45% of sales from PINK)

-Target audience of VS

-Look at Twitter after VS show (Low self-esteem)

-Look into protests against VS (Tess Holliday to boycott Vs, Robyn Lawley plus size model, protest outside VS in London by Nunude, Dove campaign reacting to the VS 'The Perfect body'.)

Primary Research

-Speak to employees in VS, Meadowhall vs Manchester or London. Ask about most popular products, footfall, Like for like sales compared to last year, daily targets etc

-Conduct a survey for women to complete based on what they look for when underwear shopping e.g what brands they shop at and why, is comfort important, would you be more likely to buy from a brand that represented your size etc.

-Interview with women of different shapes and sizes on how VS makes them feel about themselves, when they walk into the shop, see the merch, photos of the models on the wall etc. Ask if this would put them off buying or more likely to buy if plus size women were also put on these walls?

Mood boards

-Vs aesthetic, sexy, glitz and glam mood board,

-Slim figure mood board

-VS influencer mood board

Proposed ideas mood boards

-Plus size/ New wave influencer (Brand deals with social influencers)

-Brands mood board
-Self-love/ comfortable in your own skin campaign

Idea for VS campaign

-Photoshoot with different women

-Angels wings

-In bralettes, comfortable 

-We are all angels campaign 

-Looking into feeling comfortable in your own skin

-Promoting self-love

Changing the direction of Vs

-Lowering prices e.g the rise in Primark Sales of Lingerie

-Less glitz and glam website, more natural

-Plus size model for the front page cover

-Changing the work-out for VS show videos to self-care, confidence, representation of all sizes

-New bralette release

-Comfortable (In a wide range of sizes)

A new VS show

-Use larger models

-Less push up bras

-More natural and toned down.