PESTLE Analysis rough idea

Political

• Brexit - may create issues for imports and exports for the global brand to sell in the UK
• American Politics (Power of Trump) - provides uncertainty for the brand, regarding exports and importing products from other countries, potentially leading to higher overhead costs.

Economic

• Exchange Rates - the cost of buying products in other countries may fluctuate for consumers  and buying materials from other countries may change the fixed cost of making the product, having a knock-on effect on profits.
• Interest Rates - has a direct affect on consumer buyer behaviour, as loans and debts can change the amount of disposable income that consumers have.

Social

• Movements such as MeToo have made consumers question the sexualisation of women and aim to promote empowering then, providing a threat to the lingerie brand. 
• The political uncertainty in recent times can make consumers more careful with spending and they may be less inclined to spend money on lingerie.

Technological

• The rise of social media marketing has allowed the brand to promote their products to the key demographic through mediums such as Instagram. 
• The huge push in social media has allowed the VS brand to stream/air their annual fashion show, allowing the brand to be promoted all around the world. 

Environmental

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Legal