Here is my final report excluding titles, infographics, the executive summary and the bibliography, figures and appendix lists. The final word count is: 3272 Victoria’s Secret is the leading American lingerie retailer (Condé Nast, 2018) which carries a sexually provocative aesthetic. First establishing itself in the USA, Victoria’s Secret as a brand has grown massively and expanded globally over the past few decades,...Read More

To make the 'consumer demographics' part of my report more coherent and stronger, I decided to create a consumer profile of the current consumer who shops at Victoria's Secret. Consumer profile 13-34 Female ‘It-girls’ Middle class Students Luxury aesthetic Fit/healthy lifestyle Social media orientated ...Read More

Marketing Mix The 4 P’s of Marketing Product - Quality, packaging, design, brand Price - Retail price, discounts, payment plans, credit terms Promotion - Advertising, public relations, personal selling, emails Place - Retail location, distribution, delivery, downloads Product Victoria’s Secret has a wide and extensive range of products, consisting of mostly underwear with a sexy aesthetic, and the addition of apparel such as...Read More

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Appendix Appendix A - Survey of 100 people: would you still buy from Victoria's Secret knowing they don't use transgender or plus-sized models? Appendix B - Survey of 1,460 people: where underwear, nightwear and loungewear was purchased in the last 12 months. Dover, S. (2018, Mintel Academic) Appendix C - The shift towards online purchasing. Dover, S. (2018, Mintel Academic) Appendix D -...Read More

Bibliography p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px} Barton, C., Beauchamp, C., & Koslow, L., (2014) How Millennials Are Changing the Face of Marketing Forever. (online) Available from https://www.bcg.com/publications/2014/marketing-center-consumer-customer-insight-how-millennials-changing-marketing-forever.aspx Cheng, A., Forbes (2018) Victoria's Secret, Facing A Slide In Sales And Profit, Is In Need Of A New Brand...Read More

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