fashion marketing and management 1

Link to my brand marketing report on issuu: https:/issuu.com/demoupload/docs/190228130159-f515f68235be46cab2caeb7dc2929903?e=31850438/68082150

Link to my formative feedback presentation on issuu: https:/issuu.com/demoupload/docs/190228131237-d43fbb9e8c8d497eaa8ad3335d305778?e=31850438/68082487

Self acceptance and natural beauty replace the restrictive norms of the past. Has there been a shift in what sexy means? Statistics  have rounded that VS’s current consumer demographic is between the age of 13-34 however there has been much resentment and anger around VS target  audience  being way too young, sexualising a lot of young girls by inappropriatley targeting them in with the ‘PINK’ collection in VS. Not only that but by putting both collections in the same store VS are further enticing the younger  generation to venture into the Victoria Secret store instead of PINK. PINK’s inappropriate sexualisation of teenagers/children has had much hate on its facebook page with one saying “I’m disgusted by your decision to sexualise children” and blog posts saying “Victoria Secret has hit a new low”. Stuart Burgdoerfer, the Chief Financial Officer at Limited Brands (Victoria’s Secret’s parent co...

discuss the brand use of social media and influencer marketing  - research there social media outputs such as facebook twitter instagram and youtube  - Victoria’s Secret  was the dominant retail brand on social media in 2017, receiving more than  352 million  cross-platform actions (likes, comments, retweets, etc.) across Facebook, Twitter and Instagram. The lingerie brand’s total accounted for  28%  of all cross-platform actions among retailers, according to the  State of Social  report from  Shareablee . - Facebook appears to be losing ground among retailers and their customers. The estimated number of retail impressions on Facebook fell  33% , as did the number of Facebook actions. However, the average number of retail Twitter actions grew by  64% , while the number of Instagram actions rose  14% .  - facts from https://www.retailtouchpoints.com/features/news-briefs/victoria-s-secret-generates-28-of-all-reta...

The annual VS fashion show broadcast worldwide during the December holiday season, on Thursday  reported  a 1% decline in comparable sales in the five weeks ended July 7 Worse yet, when stripping out online and other direct sales, store-only comparable sales fell 6%. While still the No. 1 U.S. lingerie brand, Victoria's Secret has seen its share of the market slip by 2 percentage points, to 28.8%, over the past five years through 2017, compared with the 0.4 percentage point gain, to 2.3%, that Aerie posted over the same period, according to Euromonitor. Forbes  article titled ‘ heres the real problem behind Victoria secrets dramatic fall’ states they think one of the problems VS is facing is that ‘consumers increasingly seek labels with more authentic pitch - and brands like Aerie, from American eagle Outfitters have responded with images of real people’ they also state that VS could be “lousing touch with the times” w...

POLITICAL: A statement from VS’s chief marketing officer Ed Razek made around transgender and plus size models not being included in the VS fashion show as the show is a ‘fantasy’ and they are not part of it. This got a lot of hate and backlash. VS released a range under the slogan Bright Young Things which features  tops and thongs with the slogans “Enjoy the view”, “Wild”,  “Call Me” and “Now or Never”. VS boss claimed the range let 15 and 16 year old girls be “older” which has sparked controversy between parents who are accusing VS of “sexualising our daughters” and “making it hard to raise wholesome children”. This is the first time they’ve been pulled up for there target audience being too young. ECONOMIC: From 2005 to 2015, clothing, footwear and accessories purchases dropped from 45 to 38 percent within teenagers, according to Piper Jaffray’s latest teen spending review, published in October 2015.  Teen's ar...

STRENGTHS: The Victoria secret fashion show which creates mass advertising as on elf the biggest fashion shows in the world being showcased in leading fashion magazines and TV channels.  Victoria Secret is a brand that creates celebrities and has a huge celebrity following  They have a big focus on customer engagement and even though sales are declining they still have a very dedicated fan base of loyal customers  Victoria secrets legendary in-store experience that many brands miss out on. They pride them selves on there store and the layout of the store with the pink striped wallpaper and the spacious fitting rooms. Although many of this generation now prefer to shop online when it comes to lingerie and predominately bras its found that women prefer to shop in-store to get expert advise and bra fittings. This is something brands like Savage-Fenty lack. WEAKNESSES: They have a very negative association at the moment with the statement VS’s chief m...

"Now everyone is kind of doing it because it's the trendy thing to do and it's cool to be body-accepting," said Janine Stichter, an equity analyst at  Jefferies , who tracks the intimates market. - https://www.cnbc.com/2018/06/22/aerie-is-a-standout-with-body-positive-ads-and-real-models.html 'A real threat' to Victoria's Secret Victoria's Secret has nearly 20 percent of the underwear and bra market, according to Euromonitor. However, that's down from a high of more than 22 percent in the last year — and the company is losing market share fast. What can we do to fix this? With little research Its not hard to see some of the main flaws in VS’s marketing strategies; to put it simply their out of touch.  In 2015, Aerie was one of the first companies to introduce the bralette, a bra without an underwire. Victoria's Secret, known for its push-up bras, was late to embrace the style. "And when they did, it was really too late and th...

Savage x Fenty Les girls les boys Nubian skin  Reformation  Svala Moonbird Naja Ayten Gasson Underprotection Use Surana The casting director James Scully has been speaking out about fashion’s equality problem for a long while and is happy to see change in the conservative lingerie market. “I think the idea of that kind of Vegas-style parade of overt showgirls is no longer modern,” he argues. “A pageant-type, Barbie show feels totally out of step. Even Miss America is trying to modernize the way they hold a competition.” - subtly hinting towards  Victoria secrets runway shows and their choice of models and glitzy lingerie. The eclectic crew was cast by Samuel Ellis Scheinman. “Savage X Fenty show has just started and I can already tell that this lingerie brand is going to kick Victoria’s Secret’s butt. Strong athletic women, no silly headdresses or diamond bras. And the collection will be for sale online the minute the show ends,” tweeted the journ...

What is consumer behaviour?  The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Maslows hierarchy of needs  Self actualisation needs - the desire for self-fulfilment in achieving whatever someone can  Esteem and status - striving to achieve a high standing in relation to other people Social needs - we need social experience and desire products and services that facilitate social exchange  Safety needs - protection from the unpredictable happening in life  Physciological needs - the fundamentals of survival  Diverse and changing markets  Most fashion marketers try to attract several segments at once  Changes in economic or social conditions can change consumers mind Segmenting a market Market segmentation is a way of analysing a market by categorising their specific characteristics  Demographic...

Immersion Insight  Brand development  Strategy  Strategy  Acquisition - attract new customers  Frequency - increase regularity of purchase  Average weight of purchase - increase number of products purchased  Brand requirements  Identity and assets - logo, product, photography, global guidelines  Packaging - why should I buy it? What does gifting look like? Distributor communication  Website  Education - provide the benefits, the stats, the science bit  Sales strategy and support  Channel branding  Continuous innovation Seasonal and gifting  Brand collaboration  New product development 

The basics of report writing: Needs a clear beginning, middle and end  What you write needs to be logical  The end needs to have a conclusion  Example of outline of a business report: Title page - student number, project looking at, project title Contents page - whats inside the report  Abstract - mini introduction before your main introduction  Introduction  Mid section of the report - deals with the key issues under discussion  Conclusion - conclusion what you found in the main report  Recommendations from your report research and findings  Bibliography  Appendices - evidence that u looked at but couldn’t fit into the report, needs to tie back into the report  What does the content breakdown look like  Title page example:  Institution title Insert title of your piece  By Insert your name  Ba (hons) Insert date - month - year Word count - 2700- 3300 max - only counting...

I did an online survey on VS and what peoples views were around VS. Asking questions around the stigma of big brands using sweatshops and more sustainable materials. My results were interesting as it was quite apparent most people would defiantly be willing to pay a little bit extra if they new the product was made fairly.