L/O/G/O

Fashion summer 2011——market research about swimwear

Company: Victoria's Secret

Date: March 1st,2011

summary

4

Information gathering methods1

2

3

5

Presentation of findings

Our opportunity

Competition advantages

Anticipated goals and plans

Information gathering methods

What kind of What kind of swimwear do swimwear do

you want?you want?

Female white-collars and college students, which were invited to meet and discuss the product, are main members of the target market.

Analysing data in our company’s accounts and sales departments, including sales, orders, inventory size, and so on.

Collecting and generalize the most prevalent fashion elements this year by using newspapers, magazines and fashion exhibitions.

Group interviews

Group interviews

Internal researchInternal

researchPrinted sourcesPrinted sources

Presentation of findings (China)

consumerspriceMarket share

• Two main kinds of swimwear

A: ￥ 50~600

B: ￥ 500~5000

A: various kinds of consumers: students, office ladies, female workers and so on.

B: foreigners and a small number of Chinese

A: conjoined

swimsuitB: bikini

A: 55%

B: 25%

Market changes

conjoined

bikini

perspective

Customers’ hope

place

Swimming pool, holiday resorts, spa clubs

Not only acceptable, but also make them sexy and attractive

Too conservational

and normal

Unaccustomed and expose someone’s

imperfection

Chinese women (especially white-collars and students) are becoming more open-minded.

Our opportunity

Compromise

Dreamy swimwear

Dreamy bikini suitable to Chinese women

Differential advantages

Dreamy swimwear

• technologyIn the circumstance that many college girls only have A-cup, we use advanced technology to endow Dreamy swimwear with fantastic effect like a bra.

• principleDreamy swimwear caters to Chinese women’s hidden thirst to become sexy in an acceptable way.

• materialDreamy swimwear uses special materials with high quality, allowing itself to adapt to various kinds of waters.•Fashion elementDreamy swimwear embodies the most fashionable elements to satisfy women’s different tastes.

Dreamy swimwear is a perfection combining various favored fashion elements of Chinese females.

Dreamy swimwear style

A

Group

C Group

Every dreamy swimwear has its outstanding features.3 typical samples:

Chiffon ( 雪纺） Attractive design

Maid costume( 女仆装）

Lace （蕾丝）Fresh ruffle（花边） Bright color

Marketing plans

Target consumers

Target consumers

•White-collar females

•Female college students

Points of salePoints of sale

•Brand stores near swimming pools, spa clubs and holiday resorts.

•Central department stores

Product level Up-market product Higher quality

price￥ 800~8000

Anticipated goals

Advertising & pre-producing

Designing & testing

Designing & testing

Enlarging production & sales

March April May June

•Famous designers

•Fashion magazines

•Posters on billboards

•Anticipated market

share:60%

……

Advertising &promotion

Withdraw cost

Ads: poster outline

Want a dreamy summer?

Choose dreamy swimwear!

—— Victoria's Secret

L/O/G/O

Thank You!Company: Victoria's Secret

Reporter: Daisy Zhang