LOACTION RESEARCH

Me and my group explored various locations in Sheffield to find the best places to shoot both our film and have a photoshoot, including The Banker's Draft, Sheffield underpass, LP record store and Thrify store.

INSTAGRAM POLLS

MY BRAND MARKETING REPORT ON ISSUU
https://issuu.com/georgiarogerson/docs/final_brand_marketing_report4
MY FORMATIVE PRESENTATION
https://issuu.com/georgiarogerson/docs/presentation2.pptx

I originally had written 4500 words in my first draft so had to remove some large chunks (the writing that is highlighted in yellow) to bring my word count down, these parts were removed as they were either repeated information, or not crucial to the report.

PROPOSED CONSUMER DEMOGRAPHICS

This mood board reflects who I think Victoria's Secret's consumer market should look like. Instead of just targeting young girls that are already feeling the pressure to be perfect, they should be feeling empowered by the brand to be comfortable with their own bodies. They need to target girls of every size, shape and skin tone, which will broaden their market and get more people in the shops. Some girls may feel uncomfortable to go into the stores and buy lingerie because they don't look like the women advertising the garments they want to buy. 

PROPOSED SOCIAL MEDIA / INFLUENCER MARKETING

In this mood board I wanted to capture the diversity that Victoria's Secret should be promoting. For example, they could look into seeing whether influencers such as Ashley Graham, Demi Rose and Nikita Dragun would promote the brand's new 'facial'. By using these kind of influencers, the brand can reach the women who maybe didn't feel included by the brand, such as curvy, plus-sized and transgender women. This means that the women will be more likely to buy from them as someone famous that they trust is promoting it. Therefore, Victoria's Secret can still post the photos they do now, but they can use women of all shapes and sizes. I propose that the brand does a new campaign to release the new, inclusive  Victoria's Secret, they could do something surrounding the perspective of all women being their own angel.

PROPOSED BRAND MARKET POSITION

This mood board presents how I think Victoria's Secret should perceive their brand, firstly they can do this by using more diverse models to show off their garments. I think in order for the brand to revive themselves would be to be more inclusive to natural 'imperfections' such as stretch marks, skin indifferences and also use models that are plus-size, transgender and curvy. This would mean the brand would be able to reposition themselves above their competitors who do use diverse models, as Victoria's Secret will always be a favourite for their designs. It needs to be perceived still as a luxurious and sexy lingerie brand, but change the people they use to promote their garments. I think that the idea of an 'angel' needs to be more emphasised, such as making the consumer feel like they are a part of the brand and becoming their own angel.