VS Consumer Research & Mood Board Idea

Source: https://www.condenast.com/press/conde-nast-and-goldman-sachs-release-the-2018-love-list-forecasting-future-of-retail/

Looking further into the consumer of VS, I wanted to be more specific than 16-24 year olds. I found by Condé Nast speaking about The 'Love List' for brand in 2018. They suggest that those brands most favourable have a unique experience both in-store and online. Personalised experience came out on top in the survey. The brands chosen were said to have consumer trust and a part of relatability.

The Survey was based on the US Consumer so may not be as relatable as the UK Consumer due to difference in values and culture. It involved 1,489 national consumers aged 13-34 along with 1,184 'IT girls' which Condé Nast explained them to be popular, likeable, influence friends, first to find out about new brands and first to use new brand products etc.

-They suggested that the 'IT girls' liked the ease of online shopping but also valued in-store experiences.
-They suggest consumers are very in control of their shopping choices and experiences.
-'IT girls' are more likely to try out different brands rather than stick to a core brand, they have less brand loyalty

From the figures and the sample having just under 50% 'It girls' It suggests that Victorias Secret's target audience is this type of woman. It came out top in the lingerie section of the survey which means it's still and increasing, popular and well-loved brand by many. Being more specific I'm going to be creating my mood board around this popular girl aesthetic due the statistics suggesting that this is main type of consumer.

These stats highlight the growing business and desire for VS pithing the market. The question was asked in the whole of the industry not just lingerie specific and Victoria's Secret was the 3rd top choice for brands being heard about of being purchased from. It suggests Gen X and Gen Z are still discovering and aren't swaying away from VS as a brand in the US market.