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Shahzeb Bokhari
Sumayya Shaikh
Cristina Sancen
Alexandra Gauntier
Ya Gao
 AGENDA

vSituation
- SWOT ANALYSIS
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- INDUSTRY ANALYSIS
- CONSUMER PROFILES
- COMPETITIVE
ENVIRONMENT
- MEDIA RESEARCH
-AUDIENCES
v
vStrategy & Tactics
vCSR

vCrisis Management
vEvaluation

vConclusion
 S
SITUATION
Strengths
vWearing nice lingerie has a positive feel
good factor ( 57 % of women cite this as a
purchase motivation ). So the emotional
appeal is strong .
SWOT ANALYSIS
vLess consumers are buying lingerie in the
under £20 price bracket , and more are
buying in the £20 - 49 bracket . So there is a
good opportunity for brands and retailers
to trade up if they can provide clear
differentiation benefits .
vConsumers are increasingly confident
about buying online , and this is a key
channel for lingerie brands and retailers
to reach a wider audience .
vLingerie is much influenced by trends in
women ’ s outerwear – colour and style affect
what is worn underneath and those companies
on top of these trends , who can respond
quickly , can win sales .
Mintel (2007)
W
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Weakness
v
vA mature sector , crowded and
competitive , with everyone jostling for
visibility .
v
vConsumers may feel overwhelmed by so
much choice , and departmental displays
and signage are often less than
crystal clear so it can be hard to
find the style and size you are
looking for .
v
vWith a few exceptions , there is
generally a lack of advertising
support .
v
vThere are few real innovations in
the sector , and too many gimmicks . More
fabric innovation will build in more
differentials and benefits into
garments that can then command higher
prices .
 O
SITUATION
Opportunities
vThere are more opportunities for cross -
selling , which has been witnessed by
established brands recently .
SWOT ANALYSIS
vThere are many opportunities for new
product developments to move further into
emerging markets , such as innovations in
underwear for larger sizes and even bras
and similar items for women who have
experienced a mastectomy emerging in
popular retailers .
vWithin the clothing market , a fast fashion
phenomena has been witnessed over the last
few years in the UK . This has been emerging
in the lingerie market as retailers have
been increasing their collections , and
creating new innovations so consumers
always have an opportunity to make a
purchase .
vThe Internet has provided sales for
smaller niche businesses in the market ,
helping to expand their presence , while
Keynote
also providing many means of effective
advertising for brands in the industry , as
T
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Threats
vVictoria ’ s Secret is expected to open
in London in 2012 , after securing a
location on New Bond Street , while Theo
Paphitis , former owner of La Senza , has
announced plans for his new lingerie
venture , with both expected to create
further competition with more upscale
retailers and increase the already
overcrowded marketplace .
vThe overall economic climate is
putting pressure on all markets , in
particular the more luxurious , up - scale
retailers , which , despite seeing
continual growth , may see a decline over
the forthcoming years if the economic
downturn continues and consumers become
more cautious about making luxury ,
spontaneous purchases .
(2010)
 “
SITUATION

vThe market has seen continual growth over

the review period (2006-2010), performing
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well throughout the recession and within the
current economic climate.

vThe total UK lingerie market was worth an

INDUSTRY ANALYSIS

estimated £2.93bn in 2010, increasing by

17.8% from 2005.
vThe marketplace remains fairly
overcrowded, particularly among the
higher-end retailers, with further
”
competition predicted as many companies and
brands enter the industry.

Keynote (2010)
INDUSTRY ANALYSIS
SITUATION
Consumer Profiles
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Keynote (2010)
COMPETITIVE ENVIRONMENT
SITUATION
G1

Keynote (2010)
MEDIA RESEARCH
SITUATION
G1

Keynote (2010)
 SITUATION
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NAME: Emily

AGE : 28
AUDIENCES

SOCIAL GRADE: A/B

OCCUPATION: Young
Professional

HOBBIES: Skiing, Gym &

Eating Out
 SITUATION
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NAME: Nancy

AGE : 38
AUDIENCES

SOCIAL GRADE: A/B

OCCUPATION: Mature
Professional

HOBBIES: Caviar, Opera

& Swimming
 SITUATION
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NAME: Karen

43
AUDIENCES

AGE :

SOCIAL GRADE: A

OCCUPATION:
Professional /
Executive

HOBBIES: Wine Tasting,

Gym & Yachting
 SITUATION
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NAME: Lesley

62
AUDIENCES

AGE :

SOCIAL GRADE: A

OCCUPATION: Retired
Professional

HOBBIES: Wine
Travelling, Holidays
and Walks in the Park.
 SITUATION
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Elegant , Simple and Classic

Feminine , Sexy and Curvy

MAJOR PLAYERS

Seductive, Compulsion and Obsession

Sexy, Quirky and Flirty

Grace, Luring and Sensual

STRATEGY
STRATEGY AND TACTICS
PURPOSE CHARACTERISTICS
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EXAMPLES

Fashion Shows To present the new collection of • Visually attractive /
clothing to selected fashion media , Exclusive and extravagant
bloggers and key opinion locations
leaders / formers • Controversial
• Huge budgets / Massive
production
• Media Coverage
• PR event of the year
Digital Media Brand visibility , interaction , Online purchases
accessibility Interaction
with models and celebrities
Special offers
Media Visibility To have presence in the media Models and celebrities talk
To about the brand experience
generate WOM
Victoria's Secret Fashion Show
Blogs
Inside La Senza
VSallaccess . com
Connection with strategic
bloggers
Social Networks
Interviews
•Facebook , Twitter ,
Model appearances
•YoutubeChannels
Media coverage of fashion
•Apps
events
VS app for Ipad
• Fashion Magazines

Celebrities Use the celebrities positive image Celebrities using the brand . • Calvin Klein Eva
to engage the audience . Celebrities Mendes
modelling for the brand
To promote Special collection Natalia Vodiaova
brand identification under a celebrity name • La Senza
To profit from Pussycat Dolls
opinion leaders • Marks & Spencer Helena
Christensen
• Triumph
Irina Shayk
• Victoria ’ s Secret Tyra
Banks
Corporate Social Generate empathy and positive Launching of different M & S green factory
Adriana Limain Sri
Responsibility attitudes towards the brand and the campaigns in favour of Lanka focuses on
industry social or environmental protection Heidiof Klum
the environment .
issues E . g . using recycle paper for
its catalogue
Giselle Bunchen
Use the latest
ecologically certified
materials VS
CELEBRITIES
STRATEGY AND TACTICS
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CONCLUSION
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CSR
 CRISIS MANAGEMENT
Issues
Exploitation of Labor-
Lawsuit against Calvin
STRATEGY AND TACTICS
Klein, Victoria’s Secret
Morality issues- Underwear
Jordan labor
for children
Negative body image- Alessandra
Ambrosia criticized for being ultra
skinny
Quality complaints- Victoria Secrets
Products causing rashes and blisters
Responses
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Spokesperson defending
claims
La Senza spokesperson
defending claims stating the
line is meantAmbrosia
Alessandra to be fungives
and
not sexual to Hollywood
an interview
life to clear misconceptions
Issued a statement claiming
they would look into it
 EVALUATION
The evaluation of the PR activities conducted
within the lingerie sector, majority of the time
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are undertaken while the activities are being
initiated. Referred to as an ‘ON –GOING’ evaluation.

Measurement Of PR Activities

 The number of hits on 3rd party websites

 The amount of comment replies left by users on
the websites and Facebook.
How many websites visitors have viewed the
onsite videos ‘LIVE MODEL SHOW’ etc.
The frequency of referrals from various industry
related magazines and blogs. (Vogue, Marie Claire,
Lifeinlingerie.com)
 CONCLUSION
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VIDEO
http://www.youtube.com/watch?v=e-aGhn-bs1I
 REFERENCES

Mintel (2007), ‘Lingerie Report 2007’,

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Date Accessed [2/02/10]

Keynote (2010), ‘Lingerie and

Clothing’ Date Accessed [2/02/10]