Wednesday, 27 February 2019
Recommendation Ideas
-New range based around celebrating women and their empowerment
-Plus-size and diverse models integrated into the shows
-Collaboration with outside influencers e.g Music Industry
-New angels added into the mix
-Bringing in new market by updating brand values
-Social media influencers to widen the market
Defining Ideas
New Valentines Range based around Self-Love and feeling good in your own skin. Regrams will appear on the Instagram and a hashtag will be made to connect social channels
Collaboration with Haim (Girl power band) to bring in a new-wave feminism customer and update the brands values and bring positive associations to the brand. Posted via social channels on both the band and brands instagram
Social Media focus to utilise the 62M followers. Use relevant, elite influencers to promote the brand. Regram and sponsorships with influencers to make this more relevant to the consumer but keep up the glam aesthetic.
Make use of instagram stories. Use this as a platform to keep the consumer interested, sustainability, new in, collars and regrams will be posted via stories and highlights
-Plus-size and diverse models integrated into the shows
-Collaboration with outside influencers e.g Music Industry
-New angels added into the mix
-Bringing in new market by updating brand values
-Social media influencers to widen the market
Defining Ideas
New Valentines Range based around Self-Love and feeling good in your own skin. Regrams will appear on the Instagram and a hashtag will be made to connect social channels
Collaboration with Haim (Girl power band) to bring in a new-wave feminism customer and update the brands values and bring positive associations to the brand. Posted via social channels on both the band and brands instagram
Social Media focus to utilise the 62M followers. Use relevant, elite influencers to promote the brand. Regram and sponsorships with influencers to make this more relevant to the consumer but keep up the glam aesthetic.
Make use of instagram stories. Use this as a platform to keep the consumer interested, sustainability, new in, collars and regrams will be posted via stories and highlights
Feedback From First Report Draft Submission
To work on:
Needed headings
-Needed to revisit the sub headings numbering style
-Discussions overlap in Brand Market Position
-Need a segmentation strategy for the Consumer Demographic section e.g Social Media
Needed headings
-Needed to revisit the sub headings numbering style
-Discussions overlap in Brand Market Position
-Need a segmentation strategy for the Consumer Demographic section e.g Social Media
Brand Marketing Report First Draft
Executive Summary:
This report will include research into possible reasons for Victoria’s Secret’s decline and proposed solutions. Body image, sustainability and overall values of the brand will be discussed. Primary research used was interviews, observations, surveys and focus groups. Secondary research focused on Mintel reports, past surveys, social media and articles on the brand. The quantitive research suggested Victoria’s Secret must change their values in order to coincide with consumer demographics. The brand is ‘luxury’ but the target market doesn’t have the income to match the prices tag so turns the consumer to opt for a more reasonably priced brand. We’re looking into the outdated imagery of Victoria’s Secret and how newly emerging competitors are combatting body positivity and inclusivity. The goal is to bring a wider audience into the brand.
This report will include research into possible reasons for Victoria’s Secret’s decline and proposed solutions. Body image, sustainability and overall values of the brand will be discussed. Primary research used was interviews, observations, surveys and focus groups. Secondary research focused on Mintel reports, past surveys, social media and articles on the brand. The quantitive research suggested Victoria’s Secret must change their values in order to coincide with consumer demographics. The brand is ‘luxury’ but the target market doesn’t have the income to match the prices tag so turns the consumer to opt for a more reasonably priced brand. We’re looking into the outdated imagery of Victoria’s Secret and how newly emerging competitors are combatting body positivity and inclusivity. The goal is to bring a wider audience into the brand.
The Brand:
Victoria’s Secret is a well-established lingerie brand, playing on sultry and sexy branding. The report looks into the position in the market and the values of the brands. It delves into the marketing of the fashion show and the loss in views and why this might be. As one of the biggest lingerie brands, the report discusses the current flaws in the brand compared to the current market. Barr, N. (2013) stated that Victoria’s Secret began in 1977 when Roy Raymond was buying lingerie for his wife. He wanted to create and experience for men where they felt comfortable shopping, creating a sexy and inviting atmosphere. However revolutionary this brand was, it was near bankruptcy within 5 years of opening. Leslie Wexner then bought the company. This was around women’s sexual liberation and the birth control pill, attitudes were changing. The brand needed to appeal to women. Later, it was branded as the media’s image of a fantasy and broadened the market for a more affordable luxury brand. This worked, it was on trend and a new wave of sexy. Fast-forward almost 50 years later, women’s values have changed. Feminism and the ‘me too’ movement have taken over as we have become a more inclusive and mindful society. Victoria’s Secret has failed to address this in the brand, refusing to use trans of plus-size models, Phelps. N (2018) spoke to chief marketing director of L Brans, Ed Razek. He classed the shows as a ‘fantasy’ and these models don’t fit into this. Causing a big amount of backlash, this may be one of the reasons for their decline. Research into consumer values, the online industry, and the rise in social media correlate with the decline in Victoria’s Secret. This report puts forwards suggestions for the brand to increase their relevancy and broaden their market.
Victoria’s Secret is a well-established lingerie brand, playing on sultry and sexy branding. The report looks into the position in the market and the values of the brands. It delves into the marketing of the fashion show and the loss in views and why this might be. As one of the biggest lingerie brands, the report discusses the current flaws in the brand compared to the current market. Barr, N. (2013) stated that Victoria’s Secret began in 1977 when Roy Raymond was buying lingerie for his wife. He wanted to create and experience for men where they felt comfortable shopping, creating a sexy and inviting atmosphere. However revolutionary this brand was, it was near bankruptcy within 5 years of opening. Leslie Wexner then bought the company. This was around women’s sexual liberation and the birth control pill, attitudes were changing. The brand needed to appeal to women. Later, it was branded as the media’s image of a fantasy and broadened the market for a more affordable luxury brand. This worked, it was on trend and a new wave of sexy. Fast-forward almost 50 years later, women’s values have changed. Feminism and the ‘me too’ movement have taken over as we have become a more inclusive and mindful society. Victoria’s Secret has failed to address this in the brand, refusing to use trans of plus-size models, Phelps. N (2018) spoke to chief marketing director of L Brans, Ed Razek. He classed the shows as a ‘fantasy’ and these models don’t fit into this. Causing a big amount of backlash, this may be one of the reasons for their decline. Research into consumer values, the online industry, and the rise in social media correlate with the decline in Victoria’s Secret. This report puts forwards suggestions for the brand to increase their relevancy and broaden their market.
PESTEL:
Victoria’s Secret parent company L Brands (unknown), brands themselves as a value-led organisation. Speaking on reducing their fashion footprint, sourcing, workers right and environmental damage. However, organisations have seen the brands flaws. The Rainforest Action Network (2015) said L Brands made the list of brands causing damage to the rainforest, which was based on land grabbing policies, abusing human rights and destructing forest-dependant communities. They have been called out on lack of traceability for their materials and part of the growing problem for the environment. The International Trade Union Confederation (2011) found in three factories, workers were abused, forced to work overtime and paid less than minimum wage, L Brands sourced materials from here. There has been a staggering rise in the online industry over the past few years. However, In regards to lingerie, Mintel Academic (2018) 82% of women have purchased their lingerie in-store, this is supported by an interview with Victoria’s Secret manager and Trainer who stated 70% of women are wearing the wrong bra size. It suggests that women value the in-store experience and expert fitting Victoria’s Secret offers. Consumer values have changed, Nu-nude protested the non-inclusive values of the VS Fashion Show outside of Oxford Street, women are becoming more body positive. The consumer demographic is 16-24, according to Mintel (2018), they spend on average £33 yearly on underwear and loungewear. This doesn’t match the luxury price tag of Victoria’s Secrets products. As this is their consumer demographics they may need to reduce prices in order to re-gain this consumer back.
Victoria’s Secret parent company L Brands (unknown), brands themselves as a value-led organisation. Speaking on reducing their fashion footprint, sourcing, workers right and environmental damage. However, organisations have seen the brands flaws. The Rainforest Action Network (2015) said L Brands made the list of brands causing damage to the rainforest, which was based on land grabbing policies, abusing human rights and destructing forest-dependant communities. They have been called out on lack of traceability for their materials and part of the growing problem for the environment. The International Trade Union Confederation (2011) found in three factories, workers were abused, forced to work overtime and paid less than minimum wage, L Brands sourced materials from here. There has been a staggering rise in the online industry over the past few years. However, In regards to lingerie, Mintel Academic (2018) 82% of women have purchased their lingerie in-store, this is supported by an interview with Victoria’s Secret manager and Trainer who stated 70% of women are wearing the wrong bra size. It suggests that women value the in-store experience and expert fitting Victoria’s Secret offers. Consumer values have changed, Nu-nude protested the non-inclusive values of the VS Fashion Show outside of Oxford Street, women are becoming more body positive. The consumer demographic is 16-24, according to Mintel (2018), they spend on average £33 yearly on underwear and loungewear. This doesn’t match the luxury price tag of Victoria’s Secrets products. As this is their consumer demographics they may need to reduce prices in order to re-gain this consumer back.
Mood Board: Proposed Consumer Demographic
Mood Board: Proposed Marketing Position
Mood Board: Proposed Social Media
Social Media and Influencer Marketing
The influencer economy is worth 1.6 billion in 2018- Mediakix, 2018 via BOF
Social Media and Gen Z
-Gen Z will make up 40% of the population by 2020
-Indirect buying power of over 1 trillion dollars in the US alone
-Brands in high competition for our attention
-Digital narratives; connecting and consuming
-Access Instagram; an average on 16 times a day
(SMW London, 2018 and YouGov Report, 2018)
Globally
40.7 million social media user in the UK aged 18 an over, making up 80% of the population
1 billion instagram users daily
(SMW London, 2018 and YouGov Report, 2018)
UK
More than 1 in 5 use Instagram daily
-13% more likely to be a student
-48% of people use instagram more today than they did a year ago
-Buying decision of Gen Z influenced by instagram (48%) and 50% influenced by YouTube
Advertising
-Brands are trying to make relevant content
-Competing against each other
-More aware of what consumers want to see
Socials
-Social media presence
-Shareable content
-Gaining feedback and insights
-Directly sell products
-A loyal consumer base
-Influencer marketing
Influencers
-Visual content is 40x more likely to get share on social media than other content
-Video content is 8x more likely to be engaged with than photo content
-Top brands are seeing per-follower engagement
90% of instagram users are younger than 35
32% of teenagers consider Instagram to be the most important social media network
38% female internet users use instagram, 26% men
Posts tagged with another user 56% or location 79% have significantly higher engagement rates
(SMV London 2018 and YouGov Report, 2018)
Pros
-Easy to target large international audience
-Easy to measure interaction
-Can be cost effective
-Consumers choose how they want to receive their marketed content
-Good for brand development
Influencer Marketing
-No longer new
-Classed as 'content creators'
-Influence is strategy not tactic
-Brand increase investment
-Increasing eye on guidelines
-The viewer and consumer is becoming more 'savvy' and 'aware'
325% increase in search terms for 'influencer marketing' in the last 2 years.
Why?
70% of millennials are influenced by their peers in buying decisions
-81% of consumers frequently purchase items they've seen on social media
What brands look at in influencers
-Demogrpahics of their audience
-Engagement and impressions
-Aesthetics and Narrative
-Sell-through of products and or Services
-Platforms of use
-Scale and Location
Social Media and Gen Z
-Gen Z will make up 40% of the population by 2020
-Indirect buying power of over 1 trillion dollars in the US alone
-Brands in high competition for our attention
-Digital narratives; connecting and consuming
-Access Instagram; an average on 16 times a day
(SMW London, 2018 and YouGov Report, 2018)
Globally
40.7 million social media user in the UK aged 18 an over, making up 80% of the population
1 billion instagram users daily
(SMW London, 2018 and YouGov Report, 2018)
UK
More than 1 in 5 use Instagram daily
-13% more likely to be a student
-48% of people use instagram more today than they did a year ago
-Buying decision of Gen Z influenced by instagram (48%) and 50% influenced by YouTube
Advertising
-Brands are trying to make relevant content
-Competing against each other
-More aware of what consumers want to see
Socials
-Social media presence
-Shareable content
-Gaining feedback and insights
-Directly sell products
-A loyal consumer base
-Influencer marketing
Influencers
-Visual content is 40x more likely to get share on social media than other content
-Video content is 8x more likely to be engaged with than photo content
-Top brands are seeing per-follower engagement
90% of instagram users are younger than 35
32% of teenagers consider Instagram to be the most important social media network
38% female internet users use instagram, 26% men
Posts tagged with another user 56% or location 79% have significantly higher engagement rates
(SMV London 2018 and YouGov Report, 2018)
Pros
-Easy to target large international audience
-Easy to measure interaction
-Can be cost effective
-Consumers choose how they want to receive their marketed content
-Good for brand development
Influencer Marketing
-No longer new
-Classed as 'content creators'
-Influence is strategy not tactic
-Brand increase investment
-Increasing eye on guidelines
-The viewer and consumer is becoming more 'savvy' and 'aware'
325% increase in search terms for 'influencer marketing' in the last 2 years.
Why?
70% of millennials are influenced by their peers in buying decisions
-81% of consumers frequently purchase items they've seen on social media
What brands look at in influencers
-Demogrpahics of their audience
-Engagement and impressions
-Aesthetics and Narrative
-Sell-through of products and or Services
-Platforms of use
-Scale and Location
Victoria's Secret History
Source: https://slate.com/business/2013/10/victorias-secret-founding-roy-raymond-had-a-great-idea-but-les-wexner-was-the-one-to-see-it-through.html
Victoria's Secret was founded in 1977 by Roy Raymond. It started when he wanted to buy lingerie for his wife as a gift but felt uncomfortable in shops. He had an idea where he wanting to facilitate the shopping experience. He wants it to be exciting and sexy, that would make men feel comfortable.
"There wasn't erotic lingerie, but there was very sexy lingerie, and I hadn't seen anything like it in the U.S."-Leslie Wexner CEO of L Brands.
-Business Insider
Victoria's Secret was founded in 1977 by Roy Raymond. It started when he wanted to buy lingerie for his wife as a gift but felt uncomfortable in shops. He had an idea where he wanting to facilitate the shopping experience. He wants it to be exciting and sexy, that would make men feel comfortable.
"There wasn't erotic lingerie, but there was very sexy lingerie, and I hadn't seen anything like it in the U.S."-Leslie Wexner CEO of L Brands.
-Business Insider
Social Media and Store Observation Brief Notes
Social Media Observation (20th December 2018)
-Look into this over a week or 2 over the Christmas period, take note of the comments, different in likes, what gets the most engagement and why this might be. Compare this to other brands anf their instagram and social media channels. Do a compare and contrast with Victoria's Secret and their competitors Instagram.
-Go into store over the next couple of weeks, take note of the date and time when you're in VS. Look at the consumers, who's shopping, what they're looking at. Speak to staff and ask about sales, most popular items, amount of sales per year, decline, footfall. Look at age of consumer and speak to a few customers about spending habits, what draws them to VS, why they choose to shop there etc.
-Look into this over a week or 2 over the Christmas period, take note of the comments, different in likes, what gets the most engagement and why this might be. Compare this to other brands anf their instagram and social media channels. Do a compare and contrast with Victoria's Secret and their competitors Instagram.
-Go into store over the next couple of weeks, take note of the date and time when you're in VS. Look at the consumers, who's shopping, what they're looking at. Speak to staff and ask about sales, most popular items, amount of sales per year, decline, footfall. Look at age of consumer and speak to a few customers about spending habits, what draws them to VS, why they choose to shop there etc.
Brand Strategy Guest Lecture
How do Consumers consume and connect with brands?
-Advertsing strategies
-Understanding their demographic
-Understading emerging demographic
-Keeping and increasing footfaal
-Understanding, changing and emerging trends in consumption
E.g Diversity, Ethics, Social responsbility
Physical and digital branding advertsing strategies
-John Lewis- physical brand
-Fast Fashion online retailers, digital advertising resource via online, digital bill boarding, taxis and so on
-Word of mouth e.g Patagonia and People Tree
-There are also brands that historically have no advertised heavily e.g Body Shop
Visual Communication
-Visual messages come to us in seconds
-The demographics now link with
-What draws consumer in and why?
-What are the connectors?
-Connection to visual information
e.g House of Fraser 2015 Ad, BooHoo,com (cross sectional ad's), People Tree, Patagonia
-How can the brand position themselves or position themselves differently?
More Abstract methods of Advertsing
-Celebrity (Rihanna for River Island, through fast fashion it was a way to get people to buy into fast fashion.)
-Guerrilla (Into the public, graffiti, pop-up stores, fresher approach to advertising)
-YouTube Campaigns
-Subliminal Advertising (Banned a long time ago, wasn't ethical)
How branding and marketing drive the fashion industry
-Connects directly to the consumer
-Drives Price, aspirational
-Drives and captures specific demographics (whilst trying to pick up new consumers)
-Marketing incentives drives consumer e.g. vouchers, buy one get one free, driving price down for a limited period of tie, countdowns on social media until offfer on product purchase expires
-Pushes consumption by selling product through a specific window of time
-Historically brand identity was king
-Brand attachment locked the consumer in via aspiration
-This is changing now with generational shifts- consumers no longer consume because a brand tells them who to be
Meeting the consumer needs
-Needs to understand
-Who they are
-How to reach them
-Where they live, north south divide in consumer taste- Where to appropriate your brand, where it will sell the most
-Their age
-What they are prepared to pay
-Their likes and dislikes
-Their expectations
-If the production is desirable
-Brands need to research and gather data on their consumers to understand them
Research
-Primary and Seconday
Primary
-Questionnaires
-Surveys
-E-Mails
-Telephone Calls
-Focus Groups
-Photography
Set up a Social Media forum so that you can all keep in touch through Christmas Holidays
Secondary
-Mintel Reports
-Reliable sources
Effective Research Strategies
-Organising hard copy info in files and highlighting info you have taken as reasearch
-Photo of a Book, Magazine, journal covers
-Digital Information; Organising files on a USB with titles e.g ethics
Examining Demographics
-Age, Geographic Location, Sub-Cultures (Who is wearing what and why), Earning/spending
Swot Analysis
-Strengths, Weaknesses, Opportunities, Threats
Pest Analysis (
-Politcal (Sustainability)
-Economics (No disposable income)
-Social (No identification)
-Technological (Bricks and Mortar struggling with Online retailers)
Micro Analysis of Marketing Strategies
-Demographics
-Economics
-Social and Cultural
-Political
-Technological
4 P's in relation to marketing strategy (Macro Analysis)
-Products
-Price
-Place
-Promotion
-Is the brand attaching to these aspects?
Brand Mapping
-Assessment of consumer perceptions of brand positioning using diagrams
Investigating Brands
-Auditing Brand; Investigating their current position in the market place (Available at Companies House)
What can Struggling brands improve on?
-Connecting with the customer
-Advertising strategies
-Their Reputation
-How they connect to the consumer (Rethink their ethos, how they appear to the consumer)
-Their History; sitting back on past glories and still expect consumers to consume because of how they perceives them to be in the past
-Brand Currency; Brands developing a better understanding of generational/ cultural shifts and how society is changing.
Do Brands need to do their research?
-The director being reluctant to change their ethos, being inflexable in the way that they promote their brand, ignorance to the consumer
Writing Report
-Look at where they were, where they are now and where (Via your own in-depth research and 'proving' your position)
What can brands improve on?
-Reflect on research Strategies in your 'brand' groups discuss effective methods of attaching solid research strategies to your brand outcomes.
-Advertsing strategies
-Understanding their demographic
-Understading emerging demographic
-Keeping and increasing footfaal
-Understanding, changing and emerging trends in consumption
E.g Diversity, Ethics, Social responsbility
Physical and digital branding advertsing strategies
-John Lewis- physical brand
-Fast Fashion online retailers, digital advertising resource via online, digital bill boarding, taxis and so on
-Word of mouth e.g Patagonia and People Tree
-There are also brands that historically have no advertised heavily e.g Body Shop
Visual Communication
-Visual messages come to us in seconds
-The demographics now link with
-What draws consumer in and why?
-What are the connectors?
-Connection to visual information
e.g House of Fraser 2015 Ad, BooHoo,com (cross sectional ad's), People Tree, Patagonia
-How can the brand position themselves or position themselves differently?
More Abstract methods of Advertsing
-Celebrity (Rihanna for River Island, through fast fashion it was a way to get people to buy into fast fashion.)
-Guerrilla (Into the public, graffiti, pop-up stores, fresher approach to advertising)
-YouTube Campaigns
-Subliminal Advertising (Banned a long time ago, wasn't ethical)
How branding and marketing drive the fashion industry
-Connects directly to the consumer
-Drives Price, aspirational
-Drives and captures specific demographics (whilst trying to pick up new consumers)
-Marketing incentives drives consumer e.g. vouchers, buy one get one free, driving price down for a limited period of tie, countdowns on social media until offfer on product purchase expires
-Pushes consumption by selling product through a specific window of time
-Historically brand identity was king
-Brand attachment locked the consumer in via aspiration
-This is changing now with generational shifts- consumers no longer consume because a brand tells them who to be
Meeting the consumer needs
-Needs to understand
-Who they are
-How to reach them
-Where they live, north south divide in consumer taste- Where to appropriate your brand, where it will sell the most
-Their age
-What they are prepared to pay
-Their likes and dislikes
-Their expectations
-If the production is desirable
-Brands need to research and gather data on their consumers to understand them
Research
-Primary and Seconday
Primary
-Questionnaires
-Surveys
-E-Mails
-Telephone Calls
-Focus Groups
-Photography
Set up a Social Media forum so that you can all keep in touch through Christmas Holidays
Secondary
-Mintel Reports
-Reliable sources
Effective Research Strategies
-Organising hard copy info in files and highlighting info you have taken as reasearch
-Photo of a Book, Magazine, journal covers
-Digital Information; Organising files on a USB with titles e.g ethics
Examining Demographics
-Age, Geographic Location, Sub-Cultures (Who is wearing what and why), Earning/spending
Swot Analysis
-Strengths, Weaknesses, Opportunities, Threats
Pest Analysis (
-Politcal (Sustainability)
-Economics (No disposable income)
-Social (No identification)
-Technological (Bricks and Mortar struggling with Online retailers)
Micro Analysis of Marketing Strategies
-Demographics
-Economics
-Social and Cultural
-Political
-Technological
4 P's in relation to marketing strategy (Macro Analysis)
-Products
-Price
-Place
-Promotion
-Is the brand attaching to these aspects?
Brand Mapping
-Assessment of consumer perceptions of brand positioning using diagrams
Investigating Brands
-Auditing Brand; Investigating their current position in the market place (Available at Companies House)
What can Struggling brands improve on?
-Connecting with the customer
-Advertising strategies
-Their Reputation
-How they connect to the consumer (Rethink their ethos, how they appear to the consumer)
-Their History; sitting back on past glories and still expect consumers to consume because of how they perceives them to be in the past
-Brand Currency; Brands developing a better understanding of generational/ cultural shifts and how society is changing.
Do Brands need to do their research?
-The director being reluctant to change their ethos, being inflexable in the way that they promote their brand, ignorance to the consumer
Writing Report
-Look at where they were, where they are now and where (Via your own in-depth research and 'proving' your position)
What can brands improve on?
-Reflect on research Strategies in your 'brand' groups discuss effective methods of attaching solid research strategies to your brand outcomes.
Wednesday, 6 February 2019
Initial Findings
The Guardian
-Market Research Company NPD foud that the most important part for bra-wearers was comfort.
-Sexy Lingerie is falling out of fashion
-Not moving forward with the times e.g. #metoo movement
-“Brands such as Victoria’s Secret, La Perla and even Agent Provocateur have become over-sexualised, and it’s not relevant to this generation any more,” says Serena Rees. “Now, we don’t want to be dressed up in stockings and suspenders; we don’t want to parade around for anybody. We’re about comfort: streetwear, sportswear.”
-Brands such as Aaerie and Lively are seeing sales sore wear as Victoria's Secret are losing sales.
-Les Girls Les Boys, sales of “comfort” underwear and non-underwired bras have increased 70% year on year.
Refinery 29
Vogue
-Market Research Company NPD foud that the most important part for bra-wearers was comfort.
-Sexy Lingerie is falling out of fashion
-Not moving forward with the times e.g. #metoo movement
-“Brands such as Victoria’s Secret, La Perla and even Agent Provocateur have become over-sexualised, and it’s not relevant to this generation any more,” says Serena Rees. “Now, we don’t want to be dressed up in stockings and suspenders; we don’t want to parade around for anybody. We’re about comfort: streetwear, sportswear.”
-Brands such as Aaerie and Lively are seeing sales sore wear as Victoria's Secret are losing sales.
-Les Girls Les Boys, sales of “comfort” underwear and non-underwired bras have increased 70% year on year.
Refinery 29
Vogue
-A social media–savvy generation that expects to see themselves reflected in advertising and marketing; and, not least of all, a shift in the lingerie business itself. Maybe you’ve heard of Rihanna’s little project, Savage x Fenty?
-The lingerie industry itself looks newly inclusive, with a wave of newcomers touting body positivity—not airbrushed perfection. Upstarts like Universal Standard’s Polina Veksler and Alex Waldman, who put a trans woman in their Foundation campaign and whose pieces sell in sizes from 00 to 40. And disruptors like ThirdLove, which is backed by the former CEO of Victoria’s Secret stores. Perhaps no threat to Victoria’s Secret’s dominance is more mortal than Rihanna, whose Savage x Fenty show made headlines when pregnant model Slick Woods walked the runway in pasties, a strappy teddy, and stilettos. She gave birth later that night. Post-delivery, Woods shared an Instagram photo of herself from the show and captioned it this way: “I’m here to say I can do whatever the fuck I want whenever the fuck I want and so can you.”
-The lingerie industry itself looks newly inclusive, with a wave of newcomers touting body positivity—not airbrushed perfection. Upstarts like Universal Standard’s Polina Veksler and Alex Waldman, who put a trans woman in their Foundation campaign and whose pieces sell in sizes from 00 to 40. And disruptors like ThirdLove, which is backed by the former CEO of Victoria’s Secret stores. Perhaps no threat to Victoria’s Secret’s dominance is more mortal than Rihanna, whose Savage x Fenty show made headlines when pregnant model Slick Woods walked the runway in pasties, a strappy teddy, and stilettos. She gave birth later that night. Post-delivery, Woods shared an Instagram photo of herself from the show and captioned it this way: “I’m here to say I can do whatever the fuck I want whenever the fuck I want and so can you.”
People Magazine
“Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special,” Razek said.He added that inviting plus-size models to participate the show isn’t something Victoria’s Secret plans to do in the future, since “no one had any interest in it” when they pursued the idea in 2000.
“Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special,” Razek said.He added that inviting plus-size models to participate the show isn’t something Victoria’s Secret plans to do in the future, since “no one had any interest in it” when they pursued the idea in 2000.
NuNude protested outside Victoria's Secret with women demanding dor more diverse models within the company. They were only wearing nude sports bras and underwear.
They posted on their instagram: “It’s not just about body diversity or skin,” the caption of one Nunude photo explained. “It’s about every single difference! We are all loved and we are all beautiful.”
-They walked through the streets of London demanding for different bodies to be shown on the runway.
-They walked through the streets of London demanding for different bodies to be shown on the runway.
Love_disfigure instagram post. Damaging ideals of body types and can really affect the younger generations.
Mitel
underwear brands also face similar challenges advertising via other channels. An example of such challenges is the advertising guidelines that Transport for London (TfL) put into action in 2016, with London Mayor Sadiq Khan announcing in June 2016 that as of 1 July 2016, adverts that promoted an unrealistic or unhealthy body shape, or were likely to cause body confidence issues, would be banned from appearing on London’s public transport network. The ban formed part of TfL’s updated advertising policy, which gives it an even broader discretion to accept or reject advertising.
underwear brands also face similar challenges advertising via other channels. An example of such challenges is the advertising guidelines that Transport for London (TfL) put into action in 2016, with London Mayor Sadiq Khan announcing in June 2016 that as of 1 July 2016, adverts that promoted an unrealistic or unhealthy body shape, or were likely to cause body confidence issues, would be banned from appearing on London’s public transport network. The ban formed part of TfL’s updated advertising policy, which gives it an even broader discretion to accept or reject advertising.
The Fashion industry itself is moving with the wave of inclusivity. Bringing people into campaigns of different ages, sizes, ethnicities and genders. Victoria's Secret seem to be falling behind in this area which may be the reason why their profit is in a big decline right now. They don't seem to be appealing to the foward-thinking women of today.
Business Insider.
-Increasingly, brands such as American Eagle's body-positive underwear store, Aerie, have swooped in and taken market share away from Victoria's Secret. Aerie has seen 12 consecutive quarters of same-store sales growth; its same-store sales were up 27% in thefiscal year 2017 (first-quarter earnings of 2018 have not yet been reported) and this is becoming a major concern for its main rival.-American Eagle's underwear brand, Aerie, has become one of the company's biggest sweet spots. The underwear collection, which includes a limited selection of apparel and swimwear, is targeted at 15- to 25-year-olds and covers a breadth of sizes from XXS to XXL.-Aerie famously doesn't Photoshop any of the images in its ads. In 2014, it swapped its airbrushed ads for unretouched photos and launched a body-positive campaign known as #AerieReal. This seems to be resonating well with customers as it has seen 12consecutive quarters of positive same-store sales growth.
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All data found on mintel: https://data.mintel.com/databook/859227/?presentation=graphs Today I explored consumer habits when buying underw... -
Victoria's Secret is undoubtably the most well-known lingerie brand across the world. However, it seems some competitors are taking over...
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