Victoria’s Secret Redevelopment

Victoria’s Secret Redevelopment

CHAPTER 1

Background Information

• Introduction

Victoria’s Secret is among the world’s leading women lingerie brands based in the United States of America. The company specializes in the production of clothing as well as the lingerie backed up by occasional fashion shows. The brand prospers through the waves of fashion throughout the years since it is inception in 1977 by two intellects; Roy and Gaye Raymond. Raymond stayed almost eight years studying the lingerie market. The first capital used by Raymond to establish Victoria secret $40,000 was borrowed from family and $40,000 from the bank. They opened their first store in the Stanford shopping center which is located in California. By 1982, Leslie Warner owned the brand in which it became the world’s best lingerie producer for decades. Consequently, buying the company was a guarantee for future success because it made sales of worth—$ 1 billion by the beginning of 1990 and over 350 stock stores (Hume & Mills, 2013). To date, annual runway shows are the primary image of Victoria’s Secret with a series of beautiful and talented models to grace the occasions. The waves became more substantial for the company in 2016 than any other year, where it lost its market equity and began to reshuffle the stockholders. Arguably, we must agree that it was never a happy ending for the firm. The study aims to look into the redevelopment of Victoria’s Secret since its downfall in 2016 and the loss of multimillion worth of catalog.

• Research Hypotheses

H1- The interaction quality between Victoria’s Secret products quality and the consumers in China has a positive impact on the distinguished product quality worth of the clients.

H2- Interaction quality between Victoria’s Secret and the Chinese market has a positive impact on the identified products` quality worth of clients.

H3- The interaction quality between Victoria’s Secret and the Chinese market has a positive impact on the clients’ established product worth.

• Research Objectives

1. To determine the key demographic characteristics of the target segment of Victoria’s Secret.
2. To examine the factors that affect consumers’ lingerie choice.

• To determine the optimization of customer relationship management

1. To investigate the chances that Victoria’s Secret can successfully develop in China.
2. To identify long-term trends in Victoria’s Secret economic volatility.
3. To identify successful pricing

• To determine cost-effective logistics

1.4 Historical Data and Current Issues

Famous economist and amateurs insinuate that brand flourishment depends on it is strategic and mitigation plan. If the firm’s management cannot handle drastic changes and unavoidable risk factors, then what would it be to its target market? Victoria’s secret designs for the woman and the future is female. The strategic position of any product ensures that it can meet the requirements needed in the market. It plans to thrive despite significant losses and closure of multiple stores globally, and within the US is proof that the upshots must be rewarding. The critical and controversial commentaries concerning the business’ code of ethics malpractices real challenges that Victoria Secrets learn to embrace and handle amicably (Hume & Mills, 2013). In May 2020, the company decided to put down their tools in over 1070 outlets within America, including the Pink stars outlet, resulting in a decline of almost 25% to the organizational sales.

Victoria’s secrets histories are one of series of challenging and never-ending problems. Shuffling and handing over principal stakeholders from 2006 onwards and the historical background of once upon a time is wallowing in the hands of the haves. The short-termed redemption of the company by Jester Turney (Hume & Mills, 2013). That first step in acknowledging that the company’s brand fails to outmatch the products and services put Victoria Secrets a better place, especially in 2008. The company, at some point, indicated an assurance of failure after a series of downs. Turney steps down after ten years of fruitful service, and the fashion giant decentralizes into three divisions, each with an individual CEO. These efforts to redeem the company, however, brought more harm than good. The image of Victoria Secret slowly drained into the abyss while incurs a drop in the annual revenues by 2017.

1.4.1 Products and Services

Notwithstanding the company’s vital product, which is the lingerie, it majors in other articles of clothing such as sportswear, swimwear, beauty products including make-ups, perfumes, accessories, body wash, and body products uniquely designed for mother nature (Ponomarenko, 2016). The inception of the swimsuit is in 2002 and last many years till 2016 where the firm’s administrative and marketing department decides to call it a quit and redevelop a different clothing type better known as the activewear. Other significant products that have a new look include;

• Relaunching of the swim line in 2018 after Jan Singer steps down for John Menas.
• Launching of the designer collection in 2012 that wows and captures the imagination of proficient fashion icons such as Vogue.
• The launch of an incredible bra in the early 2010s.
• A decline in the production of women’s footwear accessories and garments in the E-commerce sector.
• In 2017 the company put more attention in the production and design of bralettes and sports bra to increase its target market {youth aged between 15 and 45}.
• In 2019, the organization made an outstanding and palatable decision to launch its unique and affordable eyewear with the main aim of boosting its sales despite the unresponsive tactics.

1.4.2 Criticism in Victoria Secret Cooperation

In the fashion sphere, the brand expounds on the production of a variety of lingerie and women outfits creating a stable business connection amongst major international franchises. The organization considers the essence of its trade from practical and user conduciveness standpoints (Maine et al., 2017). It majorly plays the role of an amateur because its lifetime experience through Victoria’s Secret has an overwhelming criticism on its products which shades its name and jeopardizes its repetition in the competitive market. The following are issues and scandals corrupting the firm’s name and causing alarms from the public and its target market:

1. Harassment of Models

Claims from Model Alliance and associates raise eyebrows and concerns. The groups mentioned that Victoria’s Secret failed to protect its models from harassment and sexual abuse. These are instances where models from New York and California reported cases of abuse to the police department since the company failed to look into the matter. For example, the case reported in 2019 by Monica Miltro after being abused by Razek several times. The response from Victoria’s Secret fueled the public’s anger since it diminished and demeaned the human rights and professional codes of ethics (Maine et al., 2017). The unprofessional move raised numerous questions, including the company’s integrity put to the test of worthiness. What does the company stand to gain from the dark shades it throws concerning the uprising issues? Are there false accusations from the allegations? Is there any strong relationship between the target market and the business entity?

1. Discrimination

The corporation had endless scenarios in which models and staff reported cases of discrimination by the senior bosses, such as the managers and supervisors. Nonetheless, the government is at loggerhead with the institution because of gross misconduct from its Massachusetts and Georgia stores.  The apology and press conference are a norm making the statement so sitting because none of them complimented or vowed the work that these loyal workers do (Maine et al., 2017). The federal department also felt that cases of racism, especially on the blacks, were wanting. There are instances when Victoria Secrets heed to the government regulations and reconsider its policies, costing them at least $ 179,300 to the Equal States Employment commission in late 2017.

1. Body image standards

The year 2008 was a rough patch for Victoria’s Secret in which writers from the University of Waterloo presented cases on instances where the firm upheld body image norms. There was too much pressure for the young models and girls to maintain a high standard of living and specific body shape to stay in the corporation. As the authors’ term, the actions seemed disturbing and unethical because they promoted socio-cultural beliefs and societal values (Bahadur, 2014). Members of communities, especially girls as young as ten years old, would go on a diet or deprive themselves of essential food types. After the perfect body campaign by Victoria’s secrets, the world began to react to such uncouth behavior. The conception of Victoria’s Secret in the 19^th century was a mind-blowing idea and a very significant move in modern society to create job opportunities and avail different items of clothing for different body types.

The brand also employed an overly sexual and out-of-touch kind of marketing before its ouster. Some of the bra collections that Victoria’s Secret manufactured included “Sexy Illusions,” “Dream Angels,” and “Very Sexy,” which most people criticized only fulfilling male desire and sexual appeal. The formula for provoking men’s sexual allure is outdated and outmoded in the current apparel industry. Currently, there is a significant shift in the perceptions of young women towards desire and beauty. In the modern lingerie world, people require representation and diversity, not only racially and ethnically, but also in their body types and shapes, due to the changing ideals that they hold. There is, therefore, a need for the firm to show its shoppers that it will be ready to change from a more sexualized and less authentic firm and evolve to make products that value the customers’ functionality and comfort. The brand should make its consumers value itself.

1. Manufacturing and Transphobia

There was yet another major setback in 2009 for Victoria’s Secret after several legal sues by the public and various authorities due to the presence of formaldehyde presence in underwear. The news discouraged many consumers because formaldehyde put their lives at risk. Additionally, at least seventeen cases from Ohio and other states reported incidences of rashes on victims (Maine et al., 2017). Even though these claims were later withdrawn because of proper shreds of evidence and patch tests, it left a lot to desire. From the interview with ever efficient CEO Razek, he said that the firm only preferred male and female models. There is no room for transgender because fashion shows are the true definition of fantasy.

• Literature Review: Fashion Clothing Purchasing Behavior
  • Introduction

Clothing is essential as it ranks among the basic human needs. Every individual requires clothing as most of us consider clothes as our second skin. When viewing clothing under the Maslow theory of needs, they fall under the physiological needs. Clothes, therefore, perform the significant role of protecting individuals. In the modern world, clothing has taken a new function. Clothing does not only protect individuals but also allows us to symbolize them as different individual clothe differently to express themselves differently from others. Clothes are used as communication media as they convey someone’s financial status, maturity, personality, identity, fashion sense, pride, attitudes, and occupation. Research shows that the clothing and apparel industry is in continuous growth with sales of over 1.2 trillion dollars (Companies and Markets, 2015). The apparel industry also boasts of support from over 75 million employees in both footwear, clothing, sportswear, and textile. According to the research, India, Bangladesh, and China are the leading manufacturers of clothes while the US, Japan, and European countries are the largest importers of garments.

The fashion industry continues to bud, and even today, almost every country has a fashion industry that deals with cultural, religious, or generally a national target market. An individual has specific features for fashion trends. For instance, someone may prefer a simple T-shirt with a denim look while others may like a   dramatic look in their clothing. It is the responsibility of any designer to be creative enough to deliver and meet consumer needs. According to fashion designers and experts, there is a subjective conclusion that specific fashion houses do not just trend overnight. It is a matter of sales in which the higher the consumer’s purchasing power, the higher the company’s income (Ojasalo, 2010). The study is in correspondence to the attire firm, precisely Victoria’s Secret. It seeks to find strategies, methodology the company may or is using to redevelop itself after years of tantrums. The research has essential objectives concerning the company as the case study in which it ascertains and presents a complete analysis of the factors, conceptual models, and hypotheses.

2.2 Factors Affecting the Interest of Clothing

The beliefs and attitudes that people have towards clothing, their knowledge, and the attention they pay towards their clothing are what amounts to clothing interest. An individual’s curiosity and concern on their clothing form part of their clothing interest. Individuals can show their degree of clothing interest by the different practices. Examples of these practices include the money, time, or energy one uses on clothing or awareness on new fashions. The degree of someone’s interest in apparel depends on their knowledge, attitudes, beliefs, and clothing curiosity (Companies and Markets, 2015). Clothing helps individuals communicate and project their socially desirable images for others to see. The interests shown by clothing consumers play a substantial role in increasing the attention of both retailers and producers within the fashion industry. The fashion industry players will tirelessly work to identify and create consumer interests by purchasing specific types of clothing.

The apparel industry in China is at its peak, and that means serious business for any investors. According to available research, there is a surge in demand for women’s high-end underclothes as a result of wage rises and a change in Chinese women’s social attitudes. Unlike other markets, the Chinese market focuses more on functionality rather than seductiveness. Victoria’s Secret remains to be the sexiest lingerie brand globally. Apart from its core lingerie lines, the brand is involved in the manufacture of sportswear, footwear, fragrances, make-up, swimwear, and clothing (Su, 2013). Some of these products have different designs that address the diversity of consumer needs and occasions. The Chinese market has seen a surge in the number of online underwear and designer garments retailers. These brands are, however, absent from the shopping malls frequented by salaried middle-age women, which accorded Victoria’s Secret a competitive advantage. Some of the factors that will affect Victoria’s Secret in China are as discussed below.

2.2.1 Geographical Location

Valarie and Nikhashemi (2017) confirm that the tendency towards decentralized fashion clothing is dependent on the geographical location and its homogenizing effects. Consequently, the impacts are a desirable global paradox. VS stores in China operate as small outlets situated in airports and malls and sell a variety of beauty products and accessories. VS can develop stores in Hong Kong, a center frequented by most mainland Chinese consumers. The company has also conducted brand awareness stunts in Shanghai. Unlike other brands where one may find that about ten shops in a row sell the same design and color of skirts, shirts, and trousers, VS focuses on a strategic location before setting its outlets. There are other stores in Chongqing, Beijing, and Chengdu. Apart from the physical stores, VS can also venture into online shopping by using online platforms like Tmall to exploit China’s m-commerce and e-commerce.  The congestion of similar shops creates a monotony making the consumer’s purchasing power twofold. Positive in that consumers with the value of money tend to buy the very same goods over time. Additionally, Sundström (2013) confirms that responsibilities are expounded by the cultural understanding of the definitions of masculinity or feminism.

2.2.2 Gender

            Lawanand Zanna (2013) explains shopping behavior as a tendency dependent on gender, which gets simplified. Research indicates that women buy more clothing and fashion items than men. Victoria’s Secret manufactures lingerie and other apparel with their primary target being women. There are, however, other products that are bisexual, like footwear and swimwear. The trends from the study show that despite improvement in the male category over the years, there is a vast difference. Facts lay down essential factors such as the type of clothing. Men are simpler than women because their essential apparel is pairs of trousers and shirts. They tend to be more comfortable wearing the same clothes even thrice a week than the female. Unlike the male, the female is conscious of what they wear, and intuition distracts them from reusing specific apparel over a short period. A common stereotype amongst the male is that when they get into a store, they know what they want and buy it, unlike women who buy what attracts their attention and ends up buying much apparel.

2.2.3 Fashion Market

A rough estimation of the Chinese women’s lingerie market is around 25 million dollars. This value is double the American figure due to the size of the Chinese population (Guo, Ling & Liu, 2012). Arora (2017) explains the needs and wants of a given consumer as the target of a fashion market. Client behavior is subjective to features that relate to the buying and selling of goods in the apparel industry. It helps the industry or fashion house in this case to know a consumer selection. What do they like? how do they like it? These statistics and graphs are the insiders for any business dealing with apparel since it determines the production and sales of clothing items if a given number of consumers like-colored lingerie or swimwear, the firm decides to produce a large number and few religious clothing. There is an expansion in intimate wear within the Chinese fashion market. China already houses local clothing and fashion brands like La Miu and other foreign fashion brands like Etam and La Perla. There is, however, a shortage of lingerie brands and, therefore, offers Victoria’s Secret a business opportunity to exploit.

2.2.4 Generation

Pereira (2010) expounds on male and female shopping behavior, especially in fashion clothing. The term sex is defined concerning the biological state of being male or female. On the other hand, gender is in correspondence with physiological, social, and cultural factors that determine the shopping behavior of both men and women. Arguably according to Holmlund (2011), fashion sense also depends on the generation of its existence. The younger generation likes to purchase more clothes of low quality, unlike the older generation that considers the apparel’s functional characteristics. For example, young Chinese women aged between 18- 35 buy clothes purposely for swag and class, unlike the old generation, to fulfill other crucial needs. The main targets of VS products in China are millennials, women aged between 18 and 30 years. This age group finds an attraction in their need to look stylish, prestigious, glamorous, fashionable, and sexy- which is the aim of Victoria’s Secret. These women also belong to the medium-high income earners and are ready, independent, and confident when spending since they pay close attention to how they look. The products also target secondary consumers in men who shop for their wives and girlfriends.

2.2.5 Brand Image and Clothing Interest

This is the consumer’s perception of a product of a certain brand that is usually reflected in the customer’s memory. To identify the unique features of a product in the market, a product brand is very important. The brand image helps in the creation of consumer interest towards certain products or services. Therefore for a company like Victoria Secrets to be able to make profits, it should ensure that brand image has created a positive relationship with its customers.

2.2.6 Need for Uniqueness and Clothing interest

Uniqueness in the clothing industry is having products that are different from other products. Some customers prefer their clothes should not be similar to other clothes. According to most of the studies among the youths, most of the customers prefer products that are unique and satisfy their desires. The uniqueness of products like clothes will create a cool environment among young people.

2.3 Methods of Maximizing Consumer Loyalty

Torres (2017) argues that consumer loyalty is essential in any redevelopment plan for a company. Victoria’s Secret nonetheless requires such vital support to make significant growth in Asia, especially in China. Consumer loyalty is entirely dependent on two major factors; the company’s name and satisfaction. Satisfaction and image also divide into major elements inclusive of the company’s environment, products and services, the quality of products, and the effectiveness of use. Nadeem (2015) clarifies that before any apparel firm, including Victoria’s Secret, considers making it significant globally and even in the Chinese land, it needs to examine ways to maintain loyalty from clients, which equals the continuous flow of income and overwhelming sales. Saeed (2011) elucidates that customer loyalty is a vow to an organization’s brand. A committed client will ever choose his or her brand over others despite competition and prices because of its image and high quality of goods. Notwithstanding the unmatched product selection, the firm is open to a variety and maybe different to retain the privileges.

Zang and Kim (2013) claim that consumer loyalty will be essential in Victoria’s Secret redevelopment process since it is the most valuable asset of the institution that seeks to make profits. Economic researchers agree than for any business looking for consumers, and it cost at least sixty-seven percent of the company’s revenue—a considerable percentage from the venerated and loyal consumers. Additionally, getting new consumers to cost ten folds more than making deliveries to the original clients is an ineffective way to rebrand a company’s name. According to Kim’s (2010) book, Amazon prime, Starbucks, and Toms are just but to mention a few firms that embrace consumer loyalty to get back to business whenever they wallow in the market. The results are always preeminent because it minimizes company losses and projections. Below is one measure that this project presents to help VS redevelop its brand in Europe

2.3.1 Discounts and rewards

Pitta and Gurău(2012) discuss that when analytical technology dominates the marketing sector, producers such as Dash Dolls can woo their clients with commendable discounts on designer apparel such as Pink’s Collection, sportswear, fashionable bras, and lingerie. Goods that complement each other, such as bras and underwear, are ideal measures to maintain consumer satisfaction and restore the company’s image. Su and Chang (2018) clarify that VS enterprise may decide to make such discounts on female students, veterans, or ordinary citizens to put an essential part (Marketing and Sales Department) into recognition. The power of deduction can make consumers to still make their orders and purchases despite the law seasons such as winter and fall. For instance, according to Kunz (2011), VS may opt to gain consumer loyalty in China through a 9% discount on goods below $5. While creating a committed consumer relationship and effectiveness of products, rewards perform a marvelous work better through offers when a client may but ten goods and get one free.

2.3.2 Clothing Item Quality

Islam (2012) looks at the operating model of Victoria’s Secret forms a supporting strategy in the Asian market. In addition to the use of questionnaires and conceptual frameworks to deduce a critical analysis of the possibilities in the marketing trends, the study presents a factual data analysis and operating paradigm. The company primarily aims to achieve recognition in the lingerie hub across the globe and mist, especially in Asia, through a variety of qualified and spectacular women clothing and swimwear. The launch of stylish bra and overflow production of footwear is a new step to redeem the company from the face of criticism. Bhaskar (2011) additionally proves that the Chinese market is strategic though precarious location to use as a project model of recovery. The move is tactical though it promises an increase in revenue and stock income. The mix of items such as the design of footwear, swimwear, and other undergarment is a witty approach to cushion the firm from the previous risks and losses. The study tends to examine the supply chain of VS, which is famously known by the business experts to be speed to market.

Summary

Transgender only tarnishes the image of the company. The comments later build a feud, and angry fans would not stop thwacking back. The company fails to consider the implication brought about by such accusations. The impacts are onefold. Negative to be precise. In the sense that the allegations jeopardize the firm’s relationship, including models and its esteemed customers (Maine et al., 2017). The inception of the swimsuit is in 2002 and last many years till 2016 where the firm’s administrative and marketing department decides to call it a quit and redevelop a different clothing type better known as the activewear (Fox-Kales, 2011). According to fashion designers and experts, there is a subjective conclusion that specific fashion houses do not just trend overnight. The younger generation likes to purchase more clothes of low quality, unlike the older generation that considers the apparel’s functional characteristics. Unlike the male, the female has the consciousness of what they wear, and intuition distract them from reusing specific attire over a short period. Additionally, the tendency towards decentralized fashion clothing is dependent on the geographical location and its homogenizing effects.

There are instances where models from Europe and California report abuse instances to the police department through many companies fail to look into the matter. The response from these firms fuels the public’s anger since it diminishes and demeans the human rights and professional codes of ethics. The means are imperative in ensuring the organization’s achievement, none additional time, and the reclamation of its buyers. The venture gives a graphic diagram of the principal elements, top compelling variables, the showcasing structure, financial information, and potential clarifications for the attire organization being referred to. The investigation likewise definitely investigates the business process appropriate for lingerie company privileged insights to remain against all the chances (Fox-Kales, 2011). Each association targets making benefits and giving the best nature of administrations and items to its shoppers. Any lingerie house, regardless of chases for regrowth, has overcome much to wind up as a dozing style endeavor.

CHAPTER 3: Conceptual Framework and Hypotheses

3.1 Introduction

The section discusses illustrative, supporting, and conceptual marketing models of Victoria’s Secret, which gives a relationship amongst the intended product sales, storage management, and target market. The study mainly elaborates on the variables and their interconnections with the consumers. The company looks forward to strong marketing moves and using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) to strategize its redevelopment program in China. It, therefore, requires less effort to re-establish its brand. The quality of its product is outstanding, unlike other firms that produce low-quality goods leading to consumer dissatisfaction. Since the 1980s, the company projects and execute unmatched marketing tools. It has the upper hand in the Asian continent because of its capabilities to host and organize fashion shows and runways. Moreover, Victoria’s Secrets has the best in-store experience.

3.2 Conceptual Framework

Product

Scape and Social Interactions

Quality scape is best known as the merge of various dimensions that affects the clients` holistic perspective of the goods and includes the artificial vicinity that impacts the consumer’s view of products, which may later result in clients` fulfillment. The past thirty years is an enrichment to the fashion researcher who affirms that there are effects of atmospheric on the clients` social interactions in the product contacts inclusive of the apparel industry (Pitta & Gurău, 2012). There are two evocative that inspire consumers’ behavioral intentions, and between them is the holistic standpoint, which deduces that a consumer’s demeanor, especially concerning the quality of goods, is indirectly affected. For example, the collective effect of the quality of given products let us say Victoria’s Secret swimwear is facilitated by the consumers` emotions and knowledge of the product value.

3.2 Research Hypotheses

The subchapter discusses different hypotheses with Victoria’s Secret Redevelopment using an illustrative conceptual model. Below is a simplified conceptual framework to come up with explanations for Victoria’s Secret regrowth in China. H=Hypothesis.

H1- The interaction quality between Victoria’s Secret products quality and the consumers in China has a positive impact on the distinguished product quality worth of the clients.

When apparel clients, especially in China, buy articles of clothing with no Chinese designs and origin, they are at first unsure of the quality of the products. Victoria’s Secret is American bases clothing and lingerie line, making it hard for the consumer to make decisions about their goods. It is also the case in highly populated areas like Beijing and Wuhan, where many are of middle or low social classes (Guo et al., 2012). Using this scenario, the high quality of products between the producer (Victoria’s Secret) and the Chinese population will impact social relations and a stable relationship between the two parties. Consequently, when the clients trust the firm, they become more confident with the make-ups, swimwears, and lingeries resulting in the price worth and brand recognition.

H2- Interaction quality between Victoria’s Secret and the Chinese market has a positive impact on the identified products` quality worth of clients.

The interaction between a consumer and produce is vital in the marketing and sales of the company’s products. The ideas divide into two ways, namely, information satisfaction and social interaction. Economic analysts like Gogne has for ages proven that short term relations between the consumer and the producer at some point breed a long-term social interaction, thus loyalty beneficial to the firm. Victoria’s secrets are no exception, especially in its plans to redevelop after years of criticism and losses. It should act as a weapon for self-revitalization because the Chinese market for many years proves to prefer their culture to modern fashion fix. Other scientists insinuate that interaction is realistic and nature dependent.  Social practices are the basis of communication, which results in a substantial value of the social relationship (Halim et al., 2014). In Victoria’s Secret context, the number of products is trustworthy because consumers can easily communicate with designers and producers. It means that the company must set up its physical address in the Chinese cities despite the online platforms such as Facebook, Instagram, or google that Victoria’s Secret may use. In addition to that, the perception of clothing value boosts because of consumers’ confidence in brand image, satisfaction, and quality.

H3- The interaction quality between Victoria’s Secret and the Chinese market has a positive impact on the clients’ established product worth.

Word of mouth means that the client and producer have a one on one conversation about products in questions and possibly make purchases. The communication may include characteristics and uniqueness of lingerie, make-ups, and women’s clothing compared to other brands—the research majors on the positive impact of word of mouth as a component of the conceptual model (Guo et al., 2012). The experiment concludes that word of mouth is more convincing than other methods about sales of bras and inner wears. The technique requires the producer or sales representatives to directly interrelate with their clients, explaining the process, features, and why the brand outmatches other lingerie products in the Chinese market. In the process, the marketer may gain trust from the customer, thus a key element in Victoria’s secret redevelopment.

3.3 Chapter Conclusion

The main aim of this chapter is to discuss an illuminating conceptual framework that is suitable for the flourishment of Victoria’s Secret in China. Its redevelopment is as good as any other company looking at international growth. The company needs to ask itself various questions before determining the variables and their impacts on the service equality that leads to consumers` loyalty (Guo et al., 2012). The department responsible should evaluate the insights of Victoria’s Secret consumers concerning the quality of their garb. Is there an interconnection between the brand quality and consumer loyalty in the lingerie hub? What is the link between the service environment and the quality of service? Can the firm assess the extent of clients` satisfaction and brand image concerning service quality? Victoria’s Secret has been in the design fever for more than four decades, giving it an upper hand in the Chinese market. It, in this manner, requires less exertion to restore its image. The nature of its item is extraordinary, not typical for different firms that produce low-quality products prompting shopper disappointment. Since the 1980s, the organization extends and execute unequaled promoting apparatuses. It has the high ground in the Asian mainland due to its capacity to have and sort out style shows and runways.

Additionally, Victoria’s Secrets has the best in-store understanding. Buyer Loyalty is entirely subject to two primary considerations; the organization’s name and fulfillment. Merchandise that supplements each other, for example, bras and undies, is a perfect measure to keep up customer fulfillment and re-establishes the organization’s picture. Victoria’s Secrets venture may choose to make such limits on female understudies, veteran or conventional residents, to put an essential part (Marketing and Sales Department) into acknowledgment. The intensity of finding can make buyers even now to make their requests and buys despite the law seasons, for example, winter and fall. For example, Victoria’s mystery may select to pick up the dependability of its shoppers in China through a 9% markdown on products beneath $ 5. To make a submitted buyer relationship and adequacy of items, rewards play out a brilliant work better through offers when a customer may find yet ten merchandise and get one free.

CHAPTER 4: RESEARCH METHODS AND METHODOLOGY

4.1 Study Design

Yin (2017) employed a descriptive cross-sectional study design where the researcher aimed to gather on the knowledge and attitude of Chinese women towards Victoria’s Secret products and services. A graphic cross-sectional study design enables the researcher to collect a large quantity of data about the population studied. One is also able to use various forms of data as well as incorporating human experiences. Senanayake (2010) notes that it gives the researcher the ability to look at whatever they are studying in multiple attributes and provide a more significant overview than other forms of research.

4.2. Study Area

Hennink (2020) proposes an essential principle and concept as the study area. The country has a population of three hundred million citizens, but I only target there 6.2 netizens. The study area is an area of interest to set up the redevelopment project. The country has a large market and constitutes more female than the male with the need for such services. The case country itself is a community. As a fashion enterprise, it needs to take part in the community services and creates job opportunism where need be because most of the youth are jobless. Su (2013) states that choosing the study area plays a critical role in helping one to come up with the required data and analysis. It gave a clear indication that the field was covered well and able to show opportunism where many of the young people were considered to be jobless. It gave clear evidence that using a specific sampling technique would address the needs of the study.

4.3 Research Methods

This chapter discusses the study design, study area, population, sampling procedure, inclusion criteria, exclusion criteria, data collection, data analysis, instruments & ethical consideration. The process of data analysis and data presentation is also clearly stated. It experiments using qualitative research methods. A qualitative investigation method is a marketing research type that majors to attain data through an open-ended source such as questionnaires or observation methods and conversational interaction (Hennink et al., 2020). The criteria are all about why people think the specific product is useful and valuable to them and not precisely what is essential to them. It answers more of the value question than the quantity question. Thus, the producers can deduce what value of products is most preferred by the Chinese market and how they can make sure that the price is worth the quality of such apparel.

4.4 Study Population

Fowler (2013) defines a population as an entire group of individuals, events, or subjects with common observable characteristics. The target population comprised of 6.2 million women and girls from different cities and towns within France. The target population plays a critical role in ensuring that the work can get the required sample size, which would play a crucial role in giving the required direction of the research. Nixon (2012) confirms the mode of data analysis and the form of a questionnaire designed worked accurately in response to the number of the population targeted, which was mainly based in France. It was one of the main ways the study would give the required outcome and address the study’s primary goals.

The consideration of the high number of the population would be critical in ensuring that the required data was collected. The analysis done through the use of excel files played a crucial role in getting the number of Chinese people who were focused on the need for Victoria Secret Redevelopment. The research shows that many people in this area mainly focus on ensuring that people within China have the required number of ensuring that there are customer and consumer satisfaction. Through the targeted population, it becomes easier for one to conclude that many of the services offered by the firm met the requirements. These services ensured consumer satisfaction, thus enhancing their return for the same services from the firm. Through study design, it could be estimated that about 30% of the total sample size was involved in the study, thus giving the required provision of backing the data, so that customer satisfaction has been well addressed.  It is therefore clear that many of the people who had been given the required services would come to seek for the same service due to high-quality activities undertaken by the firm.

4.5 Sample Size Determination and Sampling Procedure

According to (Hennink et al., 2020), for a descriptive study, at least 30% of the accessible population is enough to form a sample. The number of people who were involved in the study could show that the services offered by a firm can ensure that their needs are addressed and are always given priority. The table listed below indicates the number of people who were involved in the study and the responses that they gave. It shows that most of the participants were clear on the e of service they needed and ways they would need to be addressed. It was a clear indication that the higher the sample size, the higher chances of getting the number of satisfied personnel being higher.

4.6 Sampling Technique

Stratified random sampling methods were used to recruit study participants from different parts of China. For one to get the required outcome, stratified random sampling is considered one of the most effective criteria. Considering that China is one of the highly populated countries globally, the use of stratified sampling played a critical role in determining the number of people who needed Victoria’s secret redevelopment.  It is one of the main techniques through which the required number of people would be addressed the recommendations made. Therefore, one needs to determine the necessary criteria essential when determining the method through which any study can be carried out, and the process through which interviewing of users would be taken into consideration

4.7 Inclusion and Exclusion Criteria

4.7.1 Inclusion Criteria

The willing citizens living in China who will have consented to participate in the study. In this study, the population willing to participate in the study was given a form to fill, which indicated that they were ready to participate in the study. The collected data was the primary way through which data analysis would be done.

4.7.2 Exclusion criteria

-The unwilling Chinese residing in the country.

– The Chinese women who live outside their native country.

4.8 Pre-Testing of the Questionnaire

Hennink recommends that a pilot study can be at 10% of the sample obtained from the large population of the study to test the questionnaires’ validity and whether they are well structured to enable the researcher to collect data concerning Victoria’s Secret redevelopment in China and also to determine the feasibility of the study(Rowley, 2014). Flaws will be rectified before administering it to the target population in the country.

4.9 Instrumentation

The researcher will use a self-administered questionnaire to determine the number of women and girls who show interest in Victoria’s secret products. The services extend to veteran and transgender citizens. The questions will be both open and close-ended to lessen the guiding of the participants’ responses.

4.10 Data Collection Procedure

The data collection tools that will be used include the questionnaires. The questionnaires will be administered to the respondents who will be obtained from the departments. The study’s objectives were explained to the participants, and verbal consent was collected (Fowler,2013). The questionnaires were left with the respondents, and the researcher picked them after they have been filled. The duration for data collection was five days to get the required number of the accessible population.

4.10.1 Data Analysis

Questionnaires were checked for completeness to ensure accuracy of data, and it was entered into the computer using Computer Package Microsoft Excel 2007. The data showed that many Chinese people embrace the use of an economic scenario where the use of Victoria secret redevelopment has played a critical role in ensuring that they meet the required provisions. Thus, it was one of the main criteria that brought about many users who were eager to be involved in the Victoria Secret Redevelopment. The analysis concluded that many people in China were able to take part in the Victoria Secret Redevelopment. It can be shown that many of the country’s users can ensure that many people in China can observe the decisive criteria through which the majority of the people who have come across the activities undertaken could watch the required provisions (Fowler 2013). Therefore, one must ensure that the number of users for the services is some of the required consumers and targeted population from the table. The sampling process also showed that many of the users were at the forefront of addressing the needs of the consumers.

4.10.2 Data Presentation

The presentation of data in this study was based on the objectives of the study; thus, the presentation will be presented in the form of frequency tables, bar graphs, and pie charts, which will be used for the interpretations and discussions for the case study. The method of presentation was determined by the present study and the previous research done by other scholars. It showed that many Chinese residents could ensure that they meet the required criteria for taking part in Victoria Secret Redevelopment (Fowler 2013). The presentation will tend to show how people are accurately and actively involved in the activities undertake and ways through which such actions can be taken to ensure there is actual development in the Chinese people. Through the use of the required criteria, it can be seen that they meet the set-out standards, thus making the collected data one of the most critical in this research process. Through the use of the required criteria of data collection, it can be concluded that many of these people involved in Victoria Secret Redevelopment play a critical role in meeting the requirements and provisions of satisfying the needs of the consumers. Through the use of the required criteria, it becomes more satisfactory in addressing the needs of the Chinese people.

4.10.3 Data Management and Ethical considerations

The ethical principles, as described by Fowler, was used to ensure that the rights of participants are protected at all times. Authority to conduct the study was be obtained from the University, which will be evidenced by a transmittal letter from the country authority to Victoria’s Secret company. Consent was sought from respondents before revealing any information (Fowler 2013). The anonymity of the respondents by not disclosing their identities will be protected. Information to be collected was strictly for business purposes and community services. Secrecy was ensured by asking the respondents not to write their names on the questionnaire.

References

Arora, A. P. (2017). Buying behavior of consumers towards luxury fashion brands. Global Journal of Enterprise Information System, 9(2), 123-126.

Bahadur, N. (2014). Victoria’s Secret’ Perfect Body’ Campaign Changes Slogan After Backlash. Huffington Post.

Bhaskar, N. U., & Shekhar, B. R. (2011). Impact of service quality on apparel retail customer satisfaction-a study of select metropolitan city Hyderabad. Journal of Management Research, 3(2), 1-13.

Companies and Markets. 2015. Apparel Industry Trends 2015. Retrieved from: http://www.free2work.org/trends/apparel2015/Free2Work-Apparel-Industry-Trends2015.pdf

Fowler Jr, F. J. (2013). Survey research methods. Sage publications.

Fox-Kales, E. (2011). Body shots: Hollywood and the culture of eating disorders. SUNY Press.

Guo, X., Ling, K. C., & Liu, M. (2012). Evaluating factors influencing consumer satisfaction towards online shopping in China. Asian Social Science, 8(13), 40.

Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical review. Journal of International Social Research, 10(51).

Halim, P., Swasto, B., Hamid, D., & Firdaus, M. R. (2014). The influence of product quality, brand image, and quality of service to customer trust and implication on customer loyalty (survey on customer brand sharp electronics product at the South Kalimantan Province). European Journal of Business and Management, 6(29), 159-166.

Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods. SAGE Publications Limited.

Holmlund, M., Hagman, A., &Polsa, P. (2011). An exploration of how mature women buy clothing: empirical insights and a model—Journal of Fashion Marketing and Management: An International Journal.

Hume, M., & Mills, M. (2013). Uncovering Victoria’s Secret: Exploring women’s luxury perceptions of intimate apparel and purchasing behavior. Journal of Fashion Marketing and Management, 17(4), 460-485.

Islam, M. A., Khadem, M., &Sayem, A. (2012). Service quality, customer satisfaction, and customer loyalty analysis in Bangladesh apparel fashion retail: an empirical study. International Journal of Fashion Design, Technology, and Education, 5(3), 213-224.

Karabay, G., &Kurumer, G. (2012). Managing through strategic performance management in apparel companies. Fibres& Textiles in Eastern Europe, (4 (93)), 13-19.

Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286-293.

Kunz, W., Schmitt, B., & Meyer, A. (2011). How does perceived firm innovativeness affect the consumer?. Journal of Business Research, 64(8), 816-822.

Lawan, L. A., & Zanna, R. (2013). Evaluation of socio-cultural factors influencing consumer buying behaviour of clothes in Borno State, Nigeria. International Journal of Basic and Applied Science, 1(3), 519-529.

Maine, J. A., & Nguyen, X. T. (2017). The Intellectual Property Holding Company: Tax Use and Abuse from Victoria’s Secret to Apple. Cambridge University Press.

Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35(4), 432-442.

Nixon, N. W., & Blakley, J. (2012). Fashion thinking: Towards an actionable methodology. Fashion Practice, 4(2), 153-175.

Ojasalo, J. (2010). E-service quality: a conceptual model. International Journal of Arts and Sciences, 3(7), 127-143.

PEREIRA, M., AZEVEDO, S. G., FERREIRA, J., MIGUEL, R. A., & PEDROSO, V. (2010). The influence of personal factors on consumer buying behaviour in fashion. International Journal of Management Cases, 12(2), 509-518.

Pitta, D., &Gurău, C. (2012). A life‐stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers. Journal of Consumer Marketing.

Ponomarenko, P. (2016). Victoria’s SecretSecret: a case study of maintaining brand relevance (Doctoral dissertation).

Rowley, J. (2014). Designing and using research questionnaires. Management Research Review.

Saeed, R., Lodhi, R. N., Mukhtar, A. M. J., Hussain, S., Mahmood, Z., & Ahmad, M. (2011). Factors Affecting Consumer Purchase Decision in the Clothing Industry of Sahiwal, Pakistan. World Applied Sciences Journal, 24(7), 844-849.

Senanayake, M. M., & Little, T. J. (2010). Mass customization: points and extent of apparel customization. Journal of Fashion Marketing and Management: An International Journal.

Su, J. (2013). Strategic sourcing in the textile and apparel industry. Industrial management & data systems.

Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion. International Journal of Retail & Distribution Management.

Sundström, M., Balkow, J., Florhed, J., Tjernström, M., &Wadenfors, P. (2013). Impulsive Buying Behaviour: The Role of Feelings When Shopping for Online Fashion. In 17th, The European Association for Education and Research in Commercial Distribution.

Thomassey, S. (2016). Enterprise resource planning systems for use in apparel supply chains. Information Systems for the Fashion and Apparel Industry, 235-261.

Torres, J. A. S. (2017). Building brand loyalty in e-commerce of fashion lingerie. Journal of Fashion Marketing and Management: An International Journal.

Valaei, N., &Nikhashemi, S. R. (2017). Generation Y consumers’ buying behaviour in the fashion apparel industry: a moderation analysis. Journal of Fashion Marketing and Management: An International Journal.

Yin, R. K. (2017). Case study research and applications: Design and methods. Sage publications.

Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of retailing and consumer services, 20(1), 68-79.