Camilla Maia

— SCHOOL

Polytechnic Institute

of Leiria

— CLASS

Market Studies

— DATE

Nov/2019

As a part of the Marketing course, students are required to do a market research and analysis about a brand and theme of their choice.

When thinking about the fashion industry, the Victoria's Secret fashion shows have been a staple since its conception. With that in mind, and with the growth of more diverse brands such as Rihanna's FENTY, the group decided to do a study on the shift of beauty standards and how the original icon was now perceived by the public.

Throughout the study, the group collected secondary information based on the brand's competitors, as well as created a SWOT matrix and did a quick primary analysis on articles that talk about how the Victoria's Secret old fashioned way of business was affecting its sales and reputation.

This study had the objective of understanding how consumers view the brand, and in order to achieve it a questionnaire was created to better comprehend the buying behavior of Victoria's Secret target audience.

The results of said questionnaire showed that the consumers believe Victoria's Secret doesn't respect today's inclusivity standards and have a negative image associated with the brand, since they don't feel embodied in their marketing and product sizing. They believe the brand should have more diversity in its models and products as a way to become more inclusive.

Even though most responded negatively towards Victoria's Secret recent controversies and lack of willigness to change, it is also important to point out that a great majority still has positive feelings regarding the brand, making it easier to adapt and correct past mistakes while regaining some of the lost trust.

You can read the full study in Portuguese here.