Influencers research theoretical

One aspect that I wanted to draw back on in every stage of the brief was the target audience as it is very important, especially in the age of today where social media can be seen as driving the marketplace and Millennials are the ones who know the most about technology and it is them that will be guiding the next trends and aspects such as this. 

 

Agent Provocateur was founded in 1994 by the son of Vivienne Westwood, Joseph Corre and his no ex-wife Serena Rees. They opened a store in Soho. Rees was tired of seeing women in drab underwear, much like Brittany. AP is a very sexual / sensual brand which believes that passion can enrich your life and this shows in their advertising.

AP believes that passion and intimacy should be indulged and that exploring your inner desires and fantasies profoundly enriches your life. Their target audience are young consumers, again much like Brittany’s. They are selling more high-end garments.

Brittany will be selling affordable products that are not compromising on the quality, not only this but they will be comfortable and sexy at the same time. Agent Provocateur differentiates themselves from other lingerie retailers by their products and how they are promoted – they are a brave brand who are not scared to use sexual innuendos in their marketing. They are selling a product which is allowing women to be sexy and professional at the same time.

Topshop was founded in 1964 as a youth fashion brand in a department store. Topshop is seen as trendy and are continuing to grow. The majority of Topshop prices range between £20-£60. Their target audience is more aimed at a younger audience than Brittany’s, thus meaning their advertisement needs to be very PG and apply to a bigger range of audience thus meaning that it has the potential to lose the intimate aspect.  

Asos launched in 2000 under the name As Seen On Screen making them different as there are no stores. By the end of the first trading year Asos won the best trendsetter award by the Sunday times. They have a loyal customer base with a lot of diversity within the website.

Asos prices are varied because of the volume of products they have, but generally the consumers believe asos not to be too expensive whilst still having good quality. In relation to Brittany’s company I believe Asos’s packaging is very recognisable which is an aspect that she wants for her company.

Victoria’s Secret is an American company founded in 1977, the purveyor of underwear, women’s clothing, lingerie, swimwear, footwear, fragrances, beauty products and make-up, became a bellwether of a new kind of bold sexiness in the 1970s. it is the no lingerie company controlling around 28% of the lingerie market in 2018 which has actually fallen by 7% in 4 years. It was created to make men feel more comfortable when shopping for their partners. It empowers women to feel sexy and empowered.

“Victoria’s Secret has been struggling to keep up with changing consumer tastes,” notes CNN. “Flashy fashion shows, push-up bras and celebrity models aren’t drawing people in like they used to. Instead, women are clamouring for more products with a better fit.” However, Victoria’s Secret is an intimates industry leader because of the consumer culture they have nurtured, and the way they bring passion and excitement into the shopping experience.

In a recent survey 76% of people agreed that plus sized models should be involved in Victoria’s Secret and 83% agreeing they should cater for plus sized women. Showing they should be more diverse. These are all aspects that I will be feeding back to Brittany so her company can have the best aspects of them all.