MARKETING RESEARCH

Beginning with the Instagram of Victoria's Secret(@victoriassecret) you can see there is a clear aesthetic to the feed. Many of the photos use minimal space in order especially in the shoots in order to highlight the garment being sold, as well as advertising products other than underwear, such as pyjamas and body sprays. As you can see, all the models on the few screenshots I've taken, every photo picturing a model has a slim size 0 figure, with perfect skin, hair and bodies. From the photographs taken at the catwalk, you can see each perfect model modelling huge, beautiful wings, which is what Victorias Secret is known for. After the Victoria's Secret fashion show, within a week, the brand got over 21.6 million likes on its feed, by posting 82 posts and videos that generated 265,518 engagements. Although these are a lot of likes, the most liked photos by Victoria's Secret are the posts from the catwalk. This will be because of the extravagant colours, wings and outfits and a large number of the accounts that like these photographs would be men who are appreciating the women's bodies rather than the product itself. The brand claims to empower women, but in my opinion it only empowers women with a tiny body, as the brand doesn't publicly support larger sized women in particular, although they may sell larger sizes, they aren't advertised on the website or Instagram, which makes it feel like they only accept the skinny women. From my own research with my Instagram poll I asked whether the brand Victoria's Secret empowers women, and only 44% agrees that it does. After looking at the people who agreed, the majority were men or 'instagram perfect' girls, which is a small majority as a whole but is mostly my demographic of followers on Instagram. After some monitoring of the Instagram page and putting post notifications, I found that they post every day, 3 times a day in the morning, afternoon and evening. These posts are typically of a skinny model posing in the underwear, a picture of a bra/ bra and knicker set and a picture of some VS accessories like perfumes or bags.