Marketing Position Mood Board

Victoria's Secret Marketing Position & Competitors 

Mood Board

Victoria's Secret as a brand is very high in the market position and well favoured by the target market.  With 82% of women aware of the brand (See consumer demographic blog post), it's still making profit and performing well in the lingerie industry. However, as we are a fast moving society in terms of our values, there has been an influx of lingerie brands bringing their inclusive values and self-love attitude to the forefront go their brand identity. The mood board shows the current marketing of VS, sexy, salty and tailoring to the male gaze. Angels wings being the biggest part of the brand and their shows, it highlights their aesthetic. I included their best selling bra with iconic VS straps as the CEO calls this 'Logo love' as everyone who buys VS, wants people to know about it. Elsa Hosk, a well known VS model is used to show the sexy, 'fantasy' that the brand holds close to its identity. I used primary research store photos to highlight their product ranges, layout, experience in-store and the brand aesthetic. The competitors are a UK and US based brand. I choose the ones that share the 'Sexy', 'Sultry' look as VS but contrast their values here. Fenty X Savage being the rising star with inclusive catwalks and spreading body positive messages, it's in line with what women want. They want to see themselves in lingerie, showing every body can be sexy. The brand shows diversity and self-love across the board. Ann Summers, A UK based brand sells lingerie and pleasure accessories. It's sexy and alluring but again, isn't afraid to show larger women to represent the brand image. I included the logos of other competitors to show I am aware of the market and highlight what I'll be discussing in my report.

The Mood Board shows the competitors contrasting values to VS and the different messages that consumers are getting from the brands.