SWOT Analysis VS

Source for VS Fashion Show:https://www.independent.co.uk/life-style/fashion/victorias-secret-fashion-show-2018-low-ratings-abc-3million-a8666226.html

Strengths:
-83% of Women are aware of the brand- http://academic.mintel.com/display/903788/?highlight#hit1
-They hold a strong brand identity and a clear message

-They have a high following and still come out on top for women's favourite lingerie brand (Conde Nast report)

-Even though people are concerned on inclusivity, they still happily buy the brand (Survey primary research)

-Millions of people tune into the fashion show every year, most publicity and engagement on social media (Weakness lowest views)

-VS are rapidly growing in the UK, they are creating more and more stores. They had 5 stores in 2012 and 23 in 2017. (Mintel)

-VS had had the biggest growth in UK revenue and holds the most revenue out go the whole of the UK lingerie market. 19,000 in 2012 to 166,000 in 2017 (Mintel)

-33% of those answering our survey said they buy from VS, this was the highest percentage not only among lingerie retailers but amongst everywhere that sells lingerie.

-72% of respondents (Survey Monkey) would still buy from Victoria's Secret even after knowing that they don't use trans or plus-size models. Even though the media has slammed VS for this, it shows they still have a strong and loyal following despite this.


Weaknesses:
-Revenue per store outlet has decreased in the UK from almost 11,000 in 2018 to 8,000 in 2017. (Mintel)
-VS show views have dropped to the lowest ever, 3.3M compared to 5Million in 2017. (Independent-Post by Olivia Petter) Social media/ Influencer marketing
-First thoughts on VS- Focus group Interview
"Sexist"
"I don't particularly like their ethics, and think their attitudes are behind and haven’t started progressing like other brands in the fashion industry. Overpriced."
"Outdated views on the female body form"- PRIMARY RESEARCH



Opportunties
-83% of women prefer comfort over anything when buying brands, they could focus more on comfort over sexualisation of women-https://data.mintel.com/databook/859227/?presentation=graphs

-Use more averaged sized women in their campaigns as 78% wants brands to represent the average person in their campaigns.- https://data.mintel.com/databook/859227/?presentation=graphs

-71.13% of women in the survey (primary) said the Angels were not good role models and therefore they may need to re-think the branding of them. E.g. bringing in more influencers and a range of different sizes to keep the audience engaged.
-Focus group interview about pricing


Threats
-Clothing retailers such as Primark as 26% in the survey said they usually buy their underwear from clothing retailers. (Primark 54% of 16-24 yr olds bought from them in last 12 months- Mintel)

-Other lingerie brand are sweeping the market and bringing inclusivity to the forefront of their brand. 
e.g. Savage X Fenty show all over social media, and gained 1.4M followers and it has only been going since April 2018. They show confidence and a sexy attitude in all body types and it resonates well with the consumer of today. -Primary

-Aerie has had a 38% increase in same store sales for the first quarter of 2018 (Business Insider), a brand about comfort, inclusiveness and body positivity. -https://www.businessinsider.com/women-abandon-victorias-secret-for-aerie-photos-2018-2?r=US&IR=T

-Their luxury price tag doesn't match their consumer demographic of 16-24 year olds with not much disposable income so turn to cheaper brands such as Primark. (Wells Fargo Study said 58% of consumers said the prices were too high for them)-https://www.businessinsider.com/victorias-secret-loses-customers-2017-9?r=US&IR=T

-Acorrding to business insider in 2018, they were set to close 20 of their US shops and already had closed 6. This may be due to a decline in Brick and Mortar and increase in the digital world. (Mintel report stated 34% of consumers now shop for their lingerie online. Their products directed at a digital consumer. -https://www.businessinsider.com/victorias-secret-closing-20-stores-2018-8?r=US&IR=T