Studio 204
INFLUENCE ME
Ava Hodson
ABOUT FAST FASHION
ashion has reshaped l apparel industry b ing speed, affordabi d replication. Drive influence and chang umer behavior, it no the fashion market. y explores the model , digital evolution, hical and environmen implications.
Emerging in the 1990s, fast fashion transformed traditional fashion cycles. Brands like Zara, H&M, and Topshop replaced seasonal collections with weekly or daily product drops. Zara pioneered the model through vertical integration, enabling 15-day concept-to-store timelines. H&M utilized global outsourcing to reduce costs and scale quickly. By the 2000s, American retailers like Forever 21 further popularized the model, making runway styles accessible to the masses.
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FAST FASHION TRENDMOBWIFE
FAST FASHION TREND - PASTEL SUMMER
FAST FASHION TREND - DENIM
FAST FASHION
“SHOPPERS ASTHETIC”
In fast fashion, a highly efficient supply chain enables quick turnarounds, which shapes how and when collections are promoted. Communications teams rely on supply chain agility to time marketing campaigns, product drops, and trend-based messaging effectively.
BRAND EXAMPLES
WHO ARE THEY?
Founded in 1977, Victoria’s Secret (VS) became the world’s largest lingerie retailer, with over 1,400 global stores and a strong e-commerce presence (Forbes, 2024; Brand Vision, 2024). Its iconic annual fashion show, featuring supermodels like Naomi Campbell and Gisele Bündchen, drew over 10 million viewers in 2010 (Burke, 2019), reinforcing its glamorous brand image and boosting sales.
However, by 2019, growing criticism and the rise of inclusive brands like Fenty x Savage and Lounge Underwear sparked a backlash against VS. In response, the brand replaced its “Angels” with a more diverse group of ambassadors (Davis, 2023) to modernize its image and appeal to wider audiences. Despite this shift, many consumers viewed the rebranding as inauthentic, believing the company’s values no longer aligned with its new messaging.
SWOT ANAYLSIS
WEAKNESSES
STRENGTHS
Brand recognition – brand awareness in USA is 87%; 4th the brands logo and name being recognisable to 87% of survey participants (Statista, 2024)
Popularity of brand ambassadors and influencers – recognisable Largest global lingerie brand
Iconic marketing campaigns featuring well known models and iconic fashion show which gains huge interaction and engagement across digital platforms
The brand has been historically criticised for not being inclusive; they have faced backlash across social media and globally for their lack of body diversity and body positivity.
Brand image has been greatly affected by bad PR and brand image.
Over reliance on physical stores
VICTORIASECRETS
OPPORTUNITIES
Inclusivity and diversity within their product range and campaigns
Opportunities within sustainability
Collaborating with popular influencers could enhance their inclusivity and diversity through this strategy if the influencer were chosen correctly.
THREATS
Increased competitors within the industry such as Savage X Fenty who have gained a huge online presence and been praised for their commitment towards inclusivity and diversity.
Economic fluctuations within the US and UK market may affect VS as they have a premium price range.
Rapid digital growth across the fashion industry threatening brands who do not integrate digital innovation into their marketing strategies.
GeographicVS has already successfully positioned themselves within the US Apparel market with 77% of their website traffic from USA (SimilarWeb, 2024) and 831 of their stores in North America (Statista, 2023). Geographically, an appropriate segment for VS to target would be the UK lingerie market. Whilst the company already operates 26 stores in the UK, there are many competitors in the UK, such as Lounge Underwear and Boux Avenue, and the UK lingerie market is forecast to reach a value of over 6 billion dollars (Statista, 2022). Lounge Underwear utilises a strong social media and influencer strategy to create relatable content, appealing to Generation Z consumers.
Consumer Profile
Victoria’s Secret primarily targets women aged 18–45, with Millennials as the core consumer base (TBH, 2023). Website traffic reflects this, with 75% of visitors identifying as female, driven by the brand’s feminine product range. However, despite Gen Z once contributing to 41% of VS’s popularity (1995–2012) (Statista, 2024), they now represent only 14% of web traffic in 2024 (SimilarWeb, 2024).
To stay competitive and relevant, VS must retarget Gen Z—digital natives who rely heavily on social media, especially TikTok, for purchase decisions (McKinsey, 2023). This generation values inclusivity, sustainability, and brand accountability, seeking representation and purpose in their purchases.
By strengthening its digital presence and aligning with Gen Z values, VS has the opportunity to reposition itself in the lingerie market. Embracing authenticity, inclusivity, and social change could rebuild trust and drive engagement with this influential, changedriven demographic (Carton & Andreasson, 2020).
Monday,7thJune
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TIKTOK
DigitalReach
10mago
To effectively target Gen Z, Victoria’s Secret should prioritize social media marketing, especially on TikTok, now a leading e-commerce platform. According to Mintel, TikTok fosters strong brand-user connections through personalized, community-driven content (Olson, 2023). This aligns perfectly with VS’s rebranding toward inclusivity.
INSTAGRAM 16:00
A micro-influencer campaign across TikTok and Instagram could feature diverse, relatable individuals—of varying body types, races, and abilities to reflect Gen Z values. Competitor Lounge Underwear excels in this approach, using unfiltered, everyday people in its campaigns, which has earned trust and loyalty among Gen Z shoppers.
Victoria’s Secret PINK is a youth-focused sub-brand under Victoria’s Secret & Co., a publicly traded company that was spun off from L Brands in 2021. PINK was created to target a younger demographic—primarily girls and young women aged 13 to 24—positioning itself as a fun, confident, and comfortdriven lifestyle brand. It appeals to digitally savvy, socially conscious consumers by offering a wide range of products, including loungewear, sleepwear, activewear, intimates, accessories, and beauty items like fragrance mists and body care. The brand has carved out a niche by embracing athleisure and casual wear as fashion essentials, alongside its signature playful aesthetic.
PINK operates with a strong lifestyle branding strategy, emphasizing selfexpression, empowerment, and a sense of community. One of its most notable marketing tools is its campus representative program, which places brand ambassadors at colleges across North America to engage directly with students and host events. The brand also leans heavily on social media and influencer partnerships, using limited-edition drops and seasonal collections to maintain interest and drive sales. In recent years, PINK has pivoted toward inclusivity and authenticity by expanding its size range, showcasing a diverse array of models, and supporting LGBTQ+ and mental health initiatives.
Demographics
Age: Primarily 13 to 24 years old
Gender: Predominantly female, but increasingly appealing to non-binary and gender-diverse consumers
Education: High school and college/university students
Income: Middle-income households; often spending discretionary income, gift cards, or parent-supported funds
Location: Urban and suburban areas, especially in North America, with growing markets internationally
Lifestyle: Youthful, social, active; balancing school, fitness, social life, and online presence
Values: Comfort, confidence, individuality, self-care, and inclusivity
Personality: Fun-loving, expressive, brand-aware, and trend-conscious
Hobbies: Fitness, fashion, social media, music, and hanging out with friends
Social values: Many are aligned with causes such as body positivity, mental health awareness, LGBTQ+ support, and environmental sustainability
Shopping habits:
Shops both online and in-store, with a preference for digital convenience
Responds well to limited-time offers, bundles, and seasonal launches
Loyalty driven by social proof, influencer endorsements, and campus rep events
Brand loyalty: Many see PINK as a “first lingerie brand” due to its friendly, less sexualized image compared to Victoria’s Secret’s core line
Loyalty is maintained through consistent comfort, aesthetics, and lifestyle alignment
Media habits: Highly active on TikTok, Instagram, and YouTube Influenced by micro-influencers, fashion hauls, and peer reviews
2019 LAUNCHES WITH ASHANTI, MOLLY-MAE HAGUE, AND FIRST NYFW CATWALK WITH SAWEETIE.
2018 Partnership with Teyana Taylor and streetwear label Karl Ka
2025 LAUNCH OF THERE REBRAND
PrettyLittleThing (PLT) is a prominent UK-based fast fashion brand that exemplifies the rapid-response retail model dominating today’s youth-oriented fashion market. Founded in 2012 and now part of the Boohoo Group, PLT specializes in producing trend-driven, affordable clothing and accessories for young women. The brand thrives on speed-to-market closely monitoring pop culture, celebrity style, and viral social media trends, then translating them into purchasable products in a matter of days. PLT releases hundreds of new items weekly, often in limited quantities to drive urgency and repeat visits. It relies heavily on digital marketing, particularly through influencers and celebrities, to connect with its core Gen Z audience. While the brand has been celebrated for its inclusivity in sizing and strong social media presence, it has also faced criticism typical of fast fashion companies, including concerns over environmental impact, labor practices
2023 LAUNCH OF PLT’S WORLDWIDE CAMPAIGN FEATURING NAOMI CAMPBELL.
In early March, a noticeable transformation in both product offerings and brand presentation emerged. The clothing styles shifted toward a more modest and conservative aesthetic, characterized by austere blazers, tailored pantsuits, and sweater sets in subdued, neutral tones. This sartorial change was accompanied by a significant shift in the brand’s visual representation: the previously diverse group of models primarily women of color was replaced by predominantly thin white women styled with minimalistic “clean-girl” makeup and polished updos, evoking the aesthetics of the “trad-wife” era rather than the earlier “BBL” trend.
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At the core of PLT’s brand philosophy is the notion of “affordable luxury.” The company seeks to democratize fashion by providing trend-driven clothing at accessible price points, appealing especially to budgetconscious shoppers who still desire fashionable, up-to-date pieces. Unlike traditional luxury brands, which often cater to a more exclusive clientele, PLT targets a wider market by replicating runway trends at a fraction of the cost. This strategy not only fosters customer loyalty but also ensures that the brand remains relevant in a fast-paced, trendcentric industry.
PLT’s collections often feature street-style staples such as oversized outerwear, crop tops, and athleisure-inspired designs. These items resonate with a wide audience and reflect a broader cultural shift toward casual, expressive fashion. By incorporating bold and contemporary elements into its collections, PLT enables consumers to incorporate high-fashion sensibilities into their everyday wardrobes.
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Shaping and Responding to Fashion Trends
PLT plays a dual role in the fashion ecosystem: it both shapes and responds to prevailing fashion trends. The brand is known for its ability to rapidly produce and distribute clothing that mirrors high-fashion aesthetics, making it a preferred destination for consumers who wish to emulate runway looks without the associated cost.
SWOT ANAYLSIS
WEAKNESSES
STRENGTHS
PLT has built a robust digital footprint, especially on platforms like Instagram, TikTok, and Twitter. Its consistent influencer collaborations and user-generated content campaigns drive brand engagement and visibility. Partnerships with high-profile figures such as Kourtney Kardashian, Molly-Mae Hague, and others have given the brand aspirational appeal while maintaining accessibility.
PLT’s core value proposition lies in offering fashionable, runwayinspired clothing at affordable prices, which appeals to a younger, price-sensitive demographic.
As with many fast-fashion brands, PLT has faced criticism over product quality and durability, which may affect long-term customer satisfaction and brand perception.
While influencer campaigns are a strength, PLT's brand image is heavily tied to social media personalities. This can pose a risk if public sentiment toward influencers shifts.
Increasing consumer awareness of environmental issues puts PLT at a disadvantage due to its business model's inherent unsustainability and limited transparency regarding ethical practices
PrettyLittleThing
OPPORTUNITIES
Growing demand for ecoconscious fashion presents an opportunity for PLT to develop and promote sustainable collections, improving brand reputation and attracting ethically minded consumers. There is potential for expansion into under-tapped regions such as Asia, Latin America, and the Middle East, supported by rising e-commerce penetration.
THREATS
The fast-fashion market is saturated, with major players such as Shein, Boohoo (PLT’s parent company), Zara, and H&M competing for similar customer bases.
The fast-fashion industry is facing increasing scrutiny over labour conditions, environmental impact, and waste management. Regulatory changes could impact PLT’s cost structure and operations.
GENERATIONS
Generation Alpha includes those born between 2010 and 2024, making them the first fully 21st-century generation. Raised by Millennials, they’re growing up in a hyper-digital world filled with AI, tablets, streaming, and constant connectivity. They’re set to become the most tech-savvy, educated, and diverse generation yet.
Tech-Savvy and Visual Learners
Alpha kids are immersed in technology from birth. Their learning is shaped by platforms like YouTube, TikTok, and VR, favoring gamified, bite-sized, and selfdirected education over traditional methods. Tools like ChatGPT and Duolingo reflect their shift toward personalized, digital-first learning.
Modern Parenting and Mental Health
Millennial parents are highly involved tracking screen time, prioritizing emotional intelligence, and focusing on safety and mental health. Structured extracurriculars and a strong emphasis on kindness and resilience are shaping a generation that’s both protected and empowered.
New-Age Consumers
Generation Alpha is already influencing and participating in digital commerce. They engage with TikTok Shop, follow influencers, and even review products themselves. Their preferences lean toward instant gratification, viral trends, and authentic creators over traditional ads or celebrity endorsements.
Fashion and Self-Expression in the Digital Age
Fashion serves as a significant medium of selfexpression for Generation Alpha. They blend comfort, color, and a more fluid approach to gender with trends shaped by platforms like Roblox and TikTok. Digital influencers often act as tastemakers, guiding fashion decisions even before adolescence.
Viral Trends & Memes
Skibidi Toilet: A wildly popular video series featuring a man's head emerging from a toilet, set to a catchy tune. It's captivated Gen Alpha, leading to fan-made games, art, and extensive online discussions.
Italian Brainrot: A meme trend showcasing absurd, AIgenerated characters with faux-Italian names and bizarre storylines, like "Ballerina Cappuccina." This trend emphasizes chaotic humor and has become a staple in Gen Alpha's digital expression.
Slang & Lingo
Fanum Tax: Originating from streamer Fanum, this term describes the act of taking food from friends, reflecting Gen Alpha's penchant for creating and popularizing unique phrases.
Gyatt: An exclamation used to express admiration, often in response to someone's appearance. It's a term that's gained traction among younger TikTok users.
Sigma: Refers to the "sigma male" archetype, representing independence and self-reliance. This concept has been embraced in various meme formats.
Slang & Lingo
Fanum Tax: Originating from streamer Fanum, this term describes the act of taking food from friends, reflecting Gen Alpha's penchant for creating and popularizing unique phrases.
Gyatt: An exclamation used to express admiration, often in response to someone's appearance. It's a term that's gained traction among younger TikTok users.
Sigma: Refers to the "sigma male" archetype, representing independence and self-reliance. This concept has been embraced in various meme formats.
Aesthetic & Humor
Corecore: A TikTok aesthetic combining rapid montages of surreal memes with intense music, creating an emotional and often nonsensical viewing experience.
Aura Points: A playful term used to describe the perceived social value or "coolness" of certain actions or items among peers.
Beauty & Lifestyle
Sephora Tweens: Young Gen Alpha users showcasing their beauty product hauls and skincare routines, often featuring high-end brands. This trend has sparked discussions about age-appropriate content and consumerism
Social Media: From MySpace to Roblox
Older platforms like MySpace may not be poised for a comeback, but their DNA lives on in modern platforms that allow identity-building, social networking, and creative output. TikTok, YouTube Shorts, and platforms like BeReal are adapting with updates to suit the short attention spans and fast-paced preferences of Gen Alpha. These apps prioritize real-time engagement, creativity, and visual storytelling over text-based interaction, reflecting a broader shift from verbal to visual communication.
Brands such as White Fox, Adanola, Sister and Sneakers, Bo&Tee, and the newly rebranded Abercrombie & Fitch are aligning with this generation’s aesthetic preferences. There’s also a resurgence of early 2000s (Y2K) styles and a blending of physical and virtual fashion spaces think Roblox’s “Dress to Impress” game or Mango’s virtual AIpowered shopping experiences.
