Tara Andrews
Torrid
So as a comparison to Victoria's Secret, I chose to look at the store Torrid. It is also (for the most part) a lingerie store, but appeals to a different audience. This first image shows the the storefront with the name TORRID. I googled this word, and was surprised at the meaning. Torrid can mean very hot and dry, full of difficulty or tribulation, or full of passionate or highly charged emotions arising from sexual love. I am gonna assume that last one was what they were aiming for, as an advertising mark. The storefront is actually a bit similar to the Victoria's Secret signage. It is simple and clean, with black and white back-lit letters, which stand out from the window ads that use neutral colors.
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While Victoria's Secret was attempting to appeal to the phantasy that everyone is beautiful; I think that the limitations on sizing make TORRID appeal to an equally inclined audience. With the name indicating sexiness and love, and a similar sleek marquee for the store name, they do not fail to exude the intended purpose.
The second image is the left hand window dressing. The window displays the TORRID CURVE sign, to show that the store owns the brand, which is modeled on mannequins and on real women in the photo backdrop. This window is also lit to look like a runway, with the mannequins in lingerie modeling the wares. This shows the undergarments in the best light, and women walking by are able to imagine themselves looking like models.
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I think that the photo back drop shows the audience they are looking to draw in. Multicultural plus-sized woman are shown emanating confidence and wearing the lingerie sold in the store. Not only do they look classy and beautiful, but leaning against one another, they look comfortable in the lingerie as well. This is a huge selling point for anyone when it comes to skivvy shopping.
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The models are shown wearing the same neutral colors as the mannequins, so they don't out shine each other or the mannequins. The neutral colors make the store not only stand out as classy, but also draw the eye up to the stark white facade where the back lit marquee is located, pulling you in to see the rest of the store.
Once you get inside the store, the lingerie section is located at the back, right next to the dressing rooms, and sheltered by a buffer of clothing from the entrance. Not only does this make it easy to exchange something for a different size, but it also creates a sense of enclosure, and safety. This is opposite from Victoria's Secret, where the bras and panties are all the way to the front of the store.
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The ads in the lingerie section also show the same clientele that the brand is marketing towards. The multicultural plus-sized woman is shown in neutrals again, to keep from distracting too much from the merchandise, which is available in many colors.
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Even the brand name eludes to the patronage the company is seeking, with the word CURVE. Comparing this to Victoria's Secret, who uses words like Dream Angels, and Incredible, the word Curve definitely corners the market to plus sized women.
This fact is supported by the fact that they only sell certain sizes. The drawers shown here range in size from 42DDD, to 48DDD. I checked the website for the full range and they cater to women who wear sizes 36C through 50H.
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This is actually an issue much debated over. When thinking about Victoria's Secret, they have been called biased and discriminatory, because they do not carry larger sizes. (Victoria's Secret carries sizes 32AA through 36DDD.) However, I do not think I have ever seen or heard about a debate over why TORRID doesn't carry smaller sizes.
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Just looking at these drawers (pun intended), I am jealous. The drawers at V/S are never as neat and tidy or well stocked as at TORRID. They also carry a large variety of prints and colors, where Victoria's Secret carries limited prints and colors that depend on trends.
I am trying to remember where I was going with this picture, and I really just want a bra with lightening on it!
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When thinking about how the apparel differs from Victoria's Secret, it can be so frustrating (as a woman) to try to find something that fits, and that you want to wear. TORRID has a multitude of styles and prints that appeal to a wide range of women. They sell superhero undies, and bras with skulls. Victoria's Secret will never be that.
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It seems that Victoria's Secret is that she conforms to societies standards.