Fashion Communication 1 brief

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Victoria Secret - Competitors

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“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 journalist Christina Binkley “The show was raw. We were all half-naked skin, bones, rolls, curves, scars and stretch marks 100 per cent out for the world to see. In confidence, power and unity we were able to be unapologetically ourselves,  Personally, I usually really don’t like doing shows, they always make me feel like I have to put on a face and a walk that doesn’t feel like mine. But this one was so special because I felt like me. Everyone was so different, and all looked equally amazing. Most of the time in fashion, diversity feels like it’s more about hitting a quota. But this show was different: it was organic, and it came from a place of love.” - says the model Jazzelle Zanaughtti    talk...
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module 1 - fashion evolution

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The rise of sweatshops With massive immigration into the US  especially beginning in the late 1880s, sweatshops became common in American cities on the east coast. Southern and Eastern European  immigrants  were easy targets for manufactures and large companies who wanted to hardly dirt and only provided poor working conditions.  In many cases a lot of newly arriving immigrants were just glad to be provided jobs no matter how low the wages as there was so much discrimination and racial segregation. Many management systems took advantage of these immigrant workers who were thankful for any kind of job and worked them long, hard hours with no breaks and neglected the safety of these workers; removing any consideration for the human factor. Many governments knew about these awful working conditions however were most unwilling to intervene. It wasn’t until 1938 that minimum wage and maximum hours was legalised and sweatshops began to disappear from Amer...
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Victoria Secret - PESTEL analysis

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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...
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