Primary Research Group Findings

Primary Research Group Findings

-People care about diversity but not enough to stop buying about the brand.
-Interviews with people in store- People like the brand, people liked the layout and colour scheme, already an association with the brand, only shop when there's sales (wait for them) otherwise too luxury priced, hard to find sets in-store
-Instagram, full of sales advertisement, 3 times a day, morning afternoon and night. Same theme, bra, model and accessories (sprays)
-Low engagement, 62.4million followers but only 250,000 likes or less on average
-Main competition in UK is Boux Avenue, Ann Summers
-US is SavageXFenty and Aerie (3 Shops closed in the UK) Source: Telegraph
-Everyone knew the brand
-Interview with the Manager and bra fitting trainer, backed VS, Hero products were push-up, lots of lace. Popular products were satin PJ's and sprays but most people came for the bras.
-Supportive atmosphere around the shows- regularly met with the angels
-Focus Group Interviews, strong opinions of the shows being damaging for young women. Most people still bought in store. Still wouldn't buy from VS if they were more inclusive as pricing and sexualising women is an issue.
-Victoria's Secret did similar like for like sales in the meadowhall store as they did in the London store.

-Fashion Show had the lowest views ever, 3.2million, products didn't sell as well, most of them went into the sale. Not as much social media hype as last year or advertisement across the board.

Reviews
-A lot of negativity around online shop
-Negative feedback on twitter, low-self esteem around the shows, people said it was tacky

Survey
-82% in the survey were 16-25 year olds (Target audience)
-71% said that the angels were not good role models
-72% would still knowing they don't use plus size or transgender models

Stores
-Trafford Centre (busy)
-Liverpool
-Milton Keynes
-Meadowhall
-Same layout across all stores