Marketing Strategies and Marketing Mix of Victoria’s Secret

Victoria’s Secret is an American lingerie, clothing, and beauty retailer. It is the world’s largest specialty retailer of modern, fashion-inspired intimates, lingerie, casual sleepwear, athleisure and award-winning prestige fragrances and body care, focused on championing women all around the world.

Founded in 1977 by Roy Raymond, this American brand has captivated the hearts of women worldwide with its alluring designs, meticulous craftsmanship, and glamorous runway shows. Victoria’s Secret has evolved into much more than just a lingerie retailer; it has become a cultural phenomenon that celebrates femininity, empowerment, and the art of seduction. The first store was opened in Palo Alto, California, and the company quickly grew to become a global powerhouse.

Victoria’s Secret is known for its sexy and glamorous image. The company’s annual fashion show, which features supermodels wearing elaborate lingerie, is one of the most anticipated events in the fashion world.

However, in recent years, Victoria’s Secret has faced its share of challenges and controversies. Critics have called out the brand for promoting unrealistic beauty standards and failing to represent a more inclusive range of body types and ethnicities in its marketing campaigns and runway shows. In response to these criticisms, the brand has initiated efforts to embrace a more diverse and body-positive approach, acknowledging the importance of catering to a broader audience and empowering women of all shapes, sizes, and backgrounds.

Despite the challenges, Victoria’s Secret remains an undeniable force in the lingerie industry, continually adapting to meet the changing preferences and demands of its consumers. As it navigates the ever-evolving landscape of fashion, one thing is certain: Victoria’s Secret will continue to captivate, inspire, and redefine the concept of femininity, leaving a lasting legacy in the world of intimate apparel.

Founding History of Victoria’s Secret

The founding history of Victoria’s Secret dates back to 1977 when the brand was established by Roy Raymond, a Stanford Business School graduate, and entrepreneur. The inspiration behind creating the company came from Raymond’s personal experience of feeling embarrassed while shopping for lingerie for his wife. He noticed that most lingerie stores at the time were catered towards men, and women often felt uncomfortable shopping in such environments.

Raymond’s vision was to create a lingerie store that would provide a comfortable and welcoming shopping experience for women, offering a diverse range of intimate apparel with a focus on elegance, sensuality, and sophistication. The name “Victoria’s Secret” was chosen to evoke a sense of mystery and allure, hinting at the intimate and exclusive nature of the products offered.

To bring his vision to life, Raymond raised $80,000 from investors, which allowed him to open the first Victoria’s Secret store in Palo Alto, California, on June 12, 1977. The store’s interior was designed to resemble an opulent Victorian boudoir, with plush carpets, dark wood paneling, and elegant fixtures, creating an ambiance of luxury and intimacy.

The merchandise selection was carefully curated to appeal to both women and men. Raymond believed that by providing a wide array of lingerie styles, from comfortable and practical to seductive and luxurious, he could attract a diverse customer base. The store offered a unique combination of bras, panties, hosiery, sleepwear, and loungewear, showcasing premium quality and exquisite craftsmanship.

From the outset, Victoria’s Secret distinguished itself by introducing a new concept in the lingerie retail industry. Unlike traditional lingerie stores, which often had a clinical and functional ambiance, Victoria’s Secret aimed to create a more sensual and glamorous atmosphere, appealing to women’s desire for self-indulgence and confidence.

The brand’s early success can be attributed, in part, to its targeted marketing strategies. Victoria’s Secret began mailing out direct-to-consumer catalogs, featuring attractive models adorned in the brand’s lingerie. This innovative marketing approach allowed women to shop discreetly and comfortably from the privacy of their homes, tapping into the growing market for mail-order shopping.

In 1982, just five years after its inception, Roy Raymond sold Victoria’s Secret to Leslie Wexner, the founder and CEO of Limited Brands (now L Brands) for approximately $1 million. Under Wexner’s leadership, Victoria’s Secret underwent significant expansion and transformation. Wexner recognized the brand’s potential and made strategic decisions to grow the business beyond the initial retail store.

One of the pivotal moments in Victoria’s Secret’s history was the introduction of the Victoria’s Secret Fashion Show in 1995. This annual runway spectacle became a massive marketing event, featuring supermodels, known as Victoria’s Secret Angels, showcasing the brand’s latest and most glamorous lingerie creations. The fashion show became a pop culture phenomenon, attracting millions of viewers and propelling the brand to even greater fame.

Over the years, Victoria’s Secret expanded its product offerings to include fragrances, body care products, and activewear. The brand’s expansion also included the opening of flagship stores in major cities around the world, making it a truly global brand.

While Victoria’s Secret enjoyed immense success and popularity, it has faced criticism and controversies as well. Some critics have argued that the brand’s marketing perpetuates unrealistic beauty standards and lacks inclusivity. In response to these criticisms, the company has taken steps to embrace a more diverse and body-positive approach, including featuring a broader range of models in its marketing campaigns and runway shows.

Despite facing challenges and competition in the ever-changing fashion industry, Victoria’s Secret remains an influential and iconic brand, continuing to evolve and shape the world of lingerie and intimate apparel. Its founding principles of elegance, sensuality, and empowerment continue to guide the brand, ensuring that Victoria’s Secret remains an enduring symbol of beauty and allure for women around the globe.

Marketing Strategies of Victoria’s Secret

Victoria’s Secret has been known for its innovative and effective marketing strategies, which have played a significant role in shaping the brand’s image and success in the lingerie retail industry. Here are some key marketing strategies employed by Victoria’s Secret:

Victoria’s Secret Fashion Show:

The Victoria’s Secret Fashion Show was an annual event that showcases the brand’s latest lingerie, swimwear, and sleepwear collections. It featured top models from around the world, known as Victoria’s Secret Angels, strutting down the runway in elaborate costumes and lingerie sets. The show became one of the most highly anticipated events in the fashion industry and was watched by millions of viewers globally.

During its peak viewership in 2001, the fashion show drew in millions of viewers, captivating audiences with its extravagant display of costumed lingerie, performances by top entertainers, and dynamic set designs with various themes. The event showcased numerous renowned fashion models each year, attracting celebrities and entertainers. Additionally, the show often featured special performances and acts, adding to its allure and popularity.

The fashion show was cancelled in 2019, and its organizer, Edward Razek, resigned because of public pressure.

The show’s cancellation was announced in November 2019 because it was facing problems like low ratings and sales, and many people criticized Razek. This decision was influenced by the Me Too movement and fourth-wave feminism, as well as concerns about the CEO of L Brands, Les Wexner, being associated with Jeffrey Epstein, a sex offender. The show was heavily criticized for being objectifying, not including diverse body sizes, and repeatedly using offensive cultural appropriation in its designs.

Because of all the criticism, Victoria’s Secret changed its marketing strategy and focused more on promoting itself through digital platforms to try and improve its reputation. As a result, they decided to stop doing the runway shows.

From a marketing standpoint, the Victoria’s Secret Fashion Show served as a powerful tool to promote the brand and drive sales. By featuring their products on the runway, Victoria’s Secret was able to create buzz and excitement around their offerings. Additionally, the show helped to establish the brand as a leader in the intimate apparel industry and positioned them as a trendsetter in the fashion world.

Furthermore, the show allowed Victoria’s Secret to connect with their target audience on a deeper level by showcasing relatable role models who embodied confidence, beauty, and sexiness. This helped to foster a sense of community among customers and encouraged them to identify with the brand.

Overall, the Victoria’s Secret Fashion Show was a successful marketing strategy that helped to drive sales, build brand awareness, and engage with customers on a personal level.

Strategic Store Locations:

Victoria’s Secret employs a meticulous approach in selecting store locations to maximize visibility and accessibility to its target audience. The brand’s strategic store location decisions are rooted in market research, demographic analysis, and an understanding of consumer behavior. Here’s how Victoria’s Secret strategically selects store locations:

Demographic Analysis: Victoria’s Secret conducts in-depth demographic analysis to identify areas with a high concentration of its target demographic. The brand typically focuses on women aged 18 to 45, as this age group is a significant consumer base for lingerie and intimate apparel. Demographic data helps the brand identify regions and neighborhoods where its potential customers reside.

Foot Traffic and High-Traffic Areas: Victoria’s Secret prioritizes setting up stores in locations with high foot traffic. High-traffic areas, such as popular shopping malls, downtown shopping districts, and busy urban centers, ensure that the brand’s stores are exposed to a large number of potential customers daily. This visibility increases the likelihood of attracting walk-in customers and impulse shoppers.

Proximity to Competitors: The brand often chooses store locations in close proximity to its competitors in the lingerie market. This allows Victoria’s Secret to position itself as a direct competitor, offering customers an alternative with its unique product offerings and shopping experience. It also benefits from increased traffic generated by nearby stores, as lingerie shoppers are more likely to explore multiple options in one shopping trip.

Accessibility and Convenience: Victoria’s Secret prioritizes locations that are easily accessible to its target audience. This includes selecting spots near public transportation hubs, major highways, and busy pedestrian areas. Easy accessibility makes it convenient for potential customers to visit the stores, thus increasing footfall.

Market Saturation and Expansion Opportunities: The brand conducts market saturation analyses to determine the presence of existing Victoria’s Secret stores in a particular region. If a market is already well-served, the brand may look for opportunities in nearby untapped areas. Market expansion allows Victoria’s Secret to broaden its reach and attract new customers.

Retailer Synergy: Victoria’s Secret often seeks out locations with complementary retailers that share a similar target audience. For example, locating near fashion boutiques, cosmetics stores, or upscale department stores can attract customers with overlapping interests and tastes, creating a synergistic shopping experience.

Data-Driven Approach: Victoria’s Secret relies on data-driven insights and market trends to make informed decisions. The brand utilizes various data sources, including customer surveys, shopping patterns, and market reports, to identify prime locations for new stores or reevaluate the performance of existing ones.

Global Expansion: Victoria’s Secret’s international expansion involves partnering with local retail experts and conducting thorough market research in each target country. The brand considers cultural nuances, shopping habits, and preferences to tailor its store locations and marketing strategies for international markets.

By strategically selecting store locations based on a combination of demographic analysis, foot traffic assessment, market saturation studies, and data-driven insights, Victoria’s Secret ensures that its stores are positioned in prime locations to attract a diverse and engaged customer base. This approach has played a crucial role in the brand’s continued success and global presence in the lingerie retail industry.

In-Store Experience:

The in-store experience at Victoria’s Secret is meticulously curated to immerse customers in a world of luxury, sensuality, and exclusivity. The brand understands the importance of creating a captivating ambiance that goes beyond merely showcasing products; it aims to evoke emotions and make shopping at Victoria’s Secret an unforgettable experience. Here’s how the brand achieves this:

Elegant Interior Decor: The interior decor of Victoria’s Secret stores is designed to exude elegance and sophistication. The use of soft, muted colors, combined with the iconic pink and black color scheme, creates a visually pleasing and cohesive environment. Plush carpets, chandeliers, and decorative fixtures add a touch of opulence, elevating the shopping experience.

Intimate Fitting Rooms: The fitting rooms at Victoria’s Secret are designed to ensure privacy and comfort. Soft lighting and full-length mirrors allow customers to see how the lingerie complements their body, enhancing their confidence and satisfaction with their choices.

Sensual Visual Merchandising: The brand employs skilled visual merchandisers who artfully display the lingerie collections to entice customers. Mannequins and displays are strategically positioned to showcase the beauty and details of the garments, creating an immersive and sensual visual experience.

Aroma and Fragrance: Victoria’s Secret stores are often infused with the brand’s signature fragrances, creating a distinctive and inviting aroma throughout the space. The scents reinforce the brand’s identity and serve as a sensory cue, making the shopping experience memorable and connected to the brand.

Engaging Music: The carefully curated background music sets the tone for the shopping experience. The brand selects music that complements the ambiance and enhances the overall atmosphere, adding to the allure and sophistication of the space.

Well-Trained Staff: Victoria’s Secret invests in training its store staff to provide exceptional customer service. The staff is knowledgeable about the products and collections, offering personalized recommendations and assistance to shoppers.

Limited Edition and Exclusive Collections:

Limited edition and exclusive collections are popular marketing tactics employed by Victoria’s Secret to generate interest and boost sales. These types of collections are created specifically for short periods of time or specific occasions and feature unique designs, materials, colors, patterns, and prints not available elsewhere in the regular collection.

One key advantage of using limited edition and exclusive collections as a marketing strategy is that they create a sense of urgency and exclusivity among customers. Customers feel compelled to act quickly before these special items sell out or disappear forever. This creates a strong emotional connection with the brand and drives impulse purchases.

Another benefit is that these collections often incorporate high-quality materials and intricate design elements that set them apart from standard merchandise. This elevates the overall perception of quality associated with the brand and reinforces the idea that Victoria’s Secret provides premium products worth investing in.

To further enhance the appeal of limited edition and exclusive collections, Victoria’s Secret frequently collaborates with renowned designers, celebrities, and influencers to develop these lines. For example, past partnerships have included Balmain Paris, Heidi Klum, and Mary Katrantzou. These collaborations bring added credibility and star power to the collections, generating even more buzz and attracting new customers.

In terms of distribution, limited edition and exclusive collections are usually released during peak shopping seasons like holidays or major sale events. They might also debut alongside seasonal launches of core product categories like swimwear or activewear. This timing ensures maximum visibility and impact for these special collections.

Interactive Elements:

Interactive elements refer to various features integrated within Victoria’s Secret marketing initiatives aimed at engaging customers and enhancing their experience with the brand. These elements can take many forms including games, quizzes, polls, contests, virtual try-ons, augmented reality experiences, social media activations, and more.

The primary goal behind implementing interactive elements is to capture attention, spark curiosity, and inspire participation among customers. By doing so, Victoria’s Secret hopes to foster stronger connections between its target audience and the brand itself. In turn, this increased engagement leads to higher conversion rates and repeat business.

For instance, Victoria’s Secret regularly hosts online game nights where participants play fun trivia games related to the brand or pop culture. Participants receive prizes for correct answers and winners earn additional rewards. Such activities help cultivate a sense of camaraderie and shared passion among fans while keeping them engaged with the brand.

Similarly, Victoria’s Secret employs virtual try-on technology allowing users to upload photos of themselves wearing select styles virtually. This enables shoppers to preview how garments will look on their body shapes and sizes prior to making a purchase decision. Not only does this improve convenience but it also reduces returns and increases customer satisfaction.

Moreover, Victoria’s Secret leverages social media platforms like Instagram to host user-generated content contests where followers submit pictures showcasing their favorite VS looks or styling tips. Winners receive gift cards or free merchandise along with bragging rights and public recognition. Encouraging user-generated content not only strengthens brand loyalty but also generates valuable UGC for future marketing purposes.

Victoria’s Secret utilizes pop-up shops to create immersive retail environments that draw people in through innovative displays, interactive installations, and sensory experiences. Pop-ups allow customers to physically explore and experiment with products in real life rather than solely relying on online descriptions or images.

By offering hands-on interaction with products, Victoria’s Secret heightens the excitement around new releases and promotions. Additionally, these temporary physical stores give customers who prefer brick-and-mortar shopping options an opportunity to engage with the brand without needing to visit traditional store locations.

Overall, Victoria’s Secret excels at creating interactive elements that resonate with diverse audiences. Whether through online games, virtual try-ons, social media contests, or in-person events, the brand consistently delivers engaging experiences that drive customer loyalty and sales growth.

Glamorous Events and Launches:

Glamorous events and launches form a crucial aspect of Victoria’s Secret’s marketing efforts. The lingerie giant frequently stages high-profile events that combine fashion, entertainment, and celebrity appearances to generate buzz and attract customers. These events often coincide with new product introductions or seasonal campaigns, further amplifying their impact.

One prime example is the annual Victoria’s Secret Fashion Show, which takes place during New York Fashion Week. It brings together top models, A-list performers, and renowned designers to put on a spectacular runway display of the latest lingerie, sleepwear, and beauty products. The event airs globally on television and streaming platforms, reaching millions of viewers worldwide.

In addition to the main fashion show, Victoria’s Secret often collaborates with celebrities and influencers to stage smaller, intimate gatherings or parties focused on specific product lines or partnerships. For instance, the brand may partner with popular musicians or social media stars to unveil exclusive capsule collections or promote new fragrances via luxurious, invite-only affairs.

Such events not only generate significant media coverage and social chatter but also position Victoria’s Secret as a leader in fashion and beauty innovation. Customers associate the brand with premium quality, cutting-edge designs, and aspirational lifestyles, driving desire for its products and services.

Furthermore, Victoria’s Secret leverages these events to introduce new technologies or sustainability initiatives, demonstrating its commitment to evolving consumer expectations and addressing broader industry issues. For instance, the company may incorporate eco-friendly materials or practices into its products or production processes, highlighting these advancements during glamorous launches or events.

Brand Ambassadors and Angels:

Many young girls have a dream of becoming Victoria’s Secret angels. This brand has helped many famous models, like Giselle Bundchen and Miranda Kerr, start their careers. Even celebrities like Kendall Jenner have dreamed of being Victoria’s Secret angels.

The reason for this dream is that Victoria’s Secret selects models who have relatable lives and personalities. They choose rising models and train them to represent the brand. These angels are incredibly beautiful but also relatable, striking a balance between being attractive and approachable.

Women around the world admire angels like Adriana Lima and Miranda Kerr not only for their looks but also because they can relate to them as mothers and wives.

Interestingly, unlike other big brands that use famous celebrities as ambassadors, Victoria’s Secret chooses lesser-known models and helps them become famous. This strategy works well because customers love the fairy-tale story that comes with their purchase.

Through a combination of glamorous events, strategic promotions, and a commitment to embracing the essence of femininity, Victoria’s Secret has been able to create an aspirational brand image that resonates with its target audience, making it a powerhouse in the lingerie retail industry.

Marketing Mix of Victoria’s Secret

The marketing mix of Victoria’s Secret encompasses the various strategies and tactics that the brand employs to promote its products and build its image in the lingerie and intimate apparel market. The marketing mix, also known as the 4Ps (Product, Price, Promotion, and Place), defines the key elements of Victoria’s Secret’s marketing strategy. Let’s delve into each component in detail:

Product: Victoria’s Secret offers a diverse and comprehensive range of products to cater to various customer preferences and needs. The brand’s product line includes:

• • Bras: Victoria’s Secret offers a wide array of bras, ranging from basic everyday bras to luxurious and embellished styles. The brand is known for its push-up bras, t-shirt bras, bralettes, and specialty collections like the “Very Sexy” and “Dream Angels” lines.
  • Panties: The brand provides an extensive selection of panties, including thongs, bikinis, hipsters, and briefs. Victoria’s Secret often creates matching sets with bras, allowing customers to purchase coordinated lingerie sets.
  • Sleepwear and Loungewear: Victoria’s Secret’s sleepwear collection includes robes, nightgowns, pajama sets, and loungewear pieces, designed to combine comfort and style for relaxed moments at home.
  • Hosiery: The brand offers a range of stockings, tights, and socks to complement different outfits and occasions.
  • Shapewear: Victoria’s Secret provides shapewear products like bodysuits and shaping shorts to help customers achieve a smooth and contoured silhouette.
  • Fragrances and Beauty Products: In addition to lingerie, Victoria’s Secret has a popular line of fragrances, body mists, lotions, and beauty products. These items complement the overall brand image and contribute to customers’ sensory experience with the brand.

Price: Victoria’s Secret positions itself as a premium lingerie brand, focusing on offering high-quality products with a touch of luxury. The brand’s pricing strategy is designed to align with the perceived value of its products, which are associated with elegance, sensuality, and empowerment. While the prices may be higher compared to some competitors, the brand aims to create a sense of exclusivity and premium status among its customers.

Promotion: Victoria’s Secret employs various promotional strategies to reach its target audience and maintain its brand image:

• • Advertising Campaigns: Victoria’s Secret invests in high-quality advertising campaigns featuring its iconic Angels and models. These campaigns are showcased across multiple channels, including print, television, billboards, and digital platforms.
  • Social Media: The brand actively engages with its audience on popular social media platforms, including Instagram, Facebook, Twitter, and YouTube. Victoria’s Secret shares visually appealing content, including behind-the-scenes glimpses, model features, and product highlights.
  • Email Marketing: Victoria’s Secret maintains a strong email marketing strategy, sending out newsletters to its customer base with updates on new collections, promotions, and exclusive offers. Email marketing helps to keep customers informed and engaged with the brand.
  • In-Store Events: Victoria’s Secret organizes special events and store activations to create unique shopping experiences for its customers. These events may include product launches, meet-and-greet sessions with brand ambassadors, and exclusive shopping opportunities.

Place: Victoria’s Secret carefully selects store locations to ensure maximum visibility and accessibility to its target audience. The brand often establishes stores in high-traffic shopping malls, upscale retail districts, and prime urban areas. This strategic positioning allows Victoria’s Secret to attract a diverse customer base, including both local shoppers and tourists.

Additionally, Victoria’s Secret has a strong online presence through its e-commerce platform, providing customers with the convenience of shopping from anywhere. The brand’s user-friendly website offers a comprehensive online shopping experience, featuring virtual catalogs, size guides, and personalized product recommendations.

By continuously refining its marketing mix, Victoria’s Secret has succeeded in creating a powerful brand image that appeals to a broad audience while maintaining its status as a leading lingerie retailer in the fashion industry. The combination of product variety, premium positioning, innovative promotion strategies, and strategic store locations contributes to the brand’s ongoing success and iconic status.

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