This moodboard is based on Victoria's Secret's current brand market position and competitors.

The first image shows an Aerie campaign of a group of models with diverse body types and ethnicities. Aerie is an underwear brand started by US brand American Eagle Outfitters, and has taken the US underwear market by storm. People like Aerie because it features a wide range of sizes and the models have more realistic and relatable body types. The image below is of plus-size model Iskra Lawrence, who is a current #AerieREAL model. This campaign features natural models without airbrushing, and has been inspirational to girls worldwide. Consumers these days seem a lot more interested in these relatable campaigns.

I have then included the quote 'ethical is the new black'. I decided to include this quote because I feel modern consumers are inspired by the ethical and sustainable fashion movement, and are becoming increasingly aware of where their garments originate from. There has been a spike in the founding of new sustainable lingerie alternatives, including Svala and Ayten Gasson.

Below this quote, I have included a picture of popular transgender influencer Nikita Dragun. Nikita clapped back at the recent comments from Victoria's Secret chief marketing officer Ed Razek by creating her own VS-style ad. Razek's interview with Vogue showed him remarking that Victoria's Secret would not use plus-size or transgender models because they are trying to create a 'fantasy'. Nikita then created her own Victoria's Secret campaign with the caption; "dear Victoria's Secret, you said trans women can't sell the 'fantasy' so here i am as a TRANS WOMAN selling the FANTASY!" Modern day society, in particular, Millennials and Generation Z are increasingly interested in inclusivity and activism, so were appreciative of the stance Dragun decided to make.

The image on the top right shows a recent editorial by Rihanna's new lingerie line Savage X Fenty. Like Aerie, Savage X Fenty aims to focus more on diversity and inclusivity, with their campaigns featuring women of all different ethnicities and body types. This has gone down well with consumers and has been heavily praised on social media.

The photo below is a campaign from British lingerie shop Boux Avenue. Boux Avenue is one of Victoria's Secret's biggest competitors in the UK, with 30 stores across the country.

Finally I included a picture of the 2018 Victoria's Secret fashion show. I decided to add it under the current market position moodboard because in 2018, the VS fashion shows got its lowest views ever. Currently, the fashion show is one of Victoria's Secret's biggest selling point, so the fact that views are declining is not good news for the company.