Victoria Secret - proposed brand market position and competitors

• "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 the trend was over," Stichter said. "I think that shows that Aerie is more in-tuned with what the market is looking for.” For me Aerie (part of the American Eagle family) is one of the main competitors for VS. Last year, Aerie was valued at $500 million, up from $200 million in 2017. The company is gunning for a $1 billion valuation over the next few years. Its clear to see this company is quickly growing and seems to know exactly what the customers want where as VS has only rapidly declining figures. Even tho VS can highly hold over their heads that they are stilll in fact the long time leader of the lingerie market they should not get complacent as times are changing yet VS are not. Less not forget VS still entice a wide audience over the world though selling over 190 countries so they must still be doing something right. Its main target attraction according to statistics is ranged from 13-35 women who are considered part of a ‘it girl’ community. The main reason these people say they still buy from VS is: 
• The close attention to the customer experience 
• The models or ‘angels’. They are a major part of the brand. This is something they have that is different from all other major lingerie brands- they should use that to their advantage. However instead of keeping their classic 5’11, skinny, pretty blonde model they should mix thing up a bit introduce some different models. Models who are shorter, mixed nationalities, models who are different weights or maybe don’t have the perfect typical ‘pretty girl face’. From the demographic most of the audience buying into VS are teenagers or young adults who are looking up to these ‘angels’ so I think it would be good to introduce some diversity into the brand and what comes with diversity is an attraction of a wider audience. This is one fo the main focal points VS has been picked up especially recently with their discrimination thats been int eh newspapers towards transgender and plus size models; they really need to redeem themselves in this sector. 
• The VS fashion show, something else no lingerie brand has ever managed to achieve on such a scale as this; its one of the best marketing strategies VS has. It brings glamour, opulence and huge worldwide viewings which gives VS an oppurnity to showcase its brands values and newest lines. VS should not loose this valuable assest as it is one of the best ways to advertise themselves; on average around 5 million viewers which are all potemional customers. This year the shows viewings made a significant drop as it only attracted 3.3 million viewings (which was its lowest viewings ever) proving that the show needs a reboot. Instead of using all sparkly pink underwear and headdresses like every other year maybe show off something different, something that has more impact and meaning. 
  
  
  
  
  "VS' fashion show illustrates how out of touch the brand still is," Konik said in a statement to clients of Jefferies. "With TV ratings that have been in free fall for years and a consumer that no longer resonates with 'supermodels,' we question why the company continues to hold the show."