Fashion Communication 1 brief

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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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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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Victoria Secret statistics

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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...
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