INDUSTRY REPORTS
The fashion industry is becoming more and more inclusive in the ranges it is providing in order to meet a wider range of consumer needs. An example of this is the widening variety of nude colours so that people of all skin types can find a colour suitable for them. “As one shade of beige definitely doesn't fit all, the new nude palette reflects the variety in human skin tones by offering several shades, so everybody can benefit from the purposes of ‘naked’ products.” – (Chantell Fenton, Retail Analysis: Intimates Summer 2018 for WGSN, 2018). This serves as an example of brands widening their options due to the consumer demand of inclusivity.
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As consumer demand for allclusive design grows, human diversity will be recognised and celebrated across a fuller spectrum. – The WGSN Macro Forecast Team (2018).
Demand for proper representation and inclusivity are growing amongst fashion consumers. Deloitte found that: "In our report, The radical transformation of diversity and inclusion: The millennial influence, we discovered that millennials are unique in viewing cognitive diversity as essential for an inclusive culture that supports engagement, empowerment, and authenticity—and they value inclusion as a critical tool that enables business competitiveness and growth." (The Radical Transformation of Diversity and Inclusion, Deloitte, 2015). This is in part due to social media as it opens up more of a conversation between brand and consumer so consumers can more openly and efficiently express their needs. “Inclusive design principles will encompass a broader focus on human diversity, from physical and sensory diversity to neurodiversity, and this will open up creative and commercial potential across industries” - (The WGSN Macro Forecast Team, 2018). This links to a brands values as customers want to feel that they fit into the brand vision and that the brand is designing with them in mind. WGSN has recognised this demand and therefore advice brands to: “Make sure that customers can fact-check your values, and that brand purpose is embedded throughout your entire process and products, from concept to manufacturing and marketing.” – (The WGSN Macro Forecast Team, 2018).
This trend also applies to women’s underwear. “While women aged 16-24 are the main fashion accessories buyers, they show little brand loyalty meaning that retailers and brands need to do more to compete for their spend. Given that fashion trends drive purchasing among young women, retailers and brands need to focus more on appealing to them with trend-led, frequently updated accessories.” – (Tamara Sender, Mintel, 2018). This therefore suggests that Victoria's Secret need to be closely watching and following consumer trends in order to try increase their sales. "The market is highly competitive, with a broad assortment of retailers vying for consumer spending. As such, retailers need to keep pace with changing trends and continue to innovate in order to compete." - (Samantha Dover, Mintel, 2018).
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Female-targeted brands are shifting away from marketing with a heavy dose of sexuality toward themes of empowerment, body positivity, and confidence. – Diana Smith, Associate Director – Retail & Apparel at Mintel (2018).
Victoria’s Secret’s sales have been struggling and the brand has been falling out of favour with customers. A recent Wells Fargo study on the brand found that: "Victoria’s Secret also “may be falling out of favor,” with 68% of respondents saying they like the brand less than they used to. Of that group, 60% say they think the brand feels “forced” or “fake.” Wells Fargo analysts think a shift toward natural beauty and body acceptance may be putting Victoria’s Secret out of fashion." - (Market Watch, 2017). The models that are used in the Victoria’s Secret advertising campaigns and runway shows are not representative, they show no plus-size models and are therefore only promoting only one body type. This is leading to a lack of interaction between Victoria’s Secret’s promotional material and potential consumers. A good way of seeing this lack of interaction on the brand’s social media: “posts of angels on the catwalk represent 11.1% of total engagements” – (Sarah Owen, Instagram Trends: Fashion Brands (2017) For WGSN, 2017) This is obviously a problem due to the rise the importance of digital marketing.