Victoria Secret

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Freshman (College 1st year) ・English ・MLA

Victoria Secret is an American-based designer, producer and marketer of women’s clothing and beauty products. It has been on the market for over 40 years, with 98% of its clients being women. In essence, the company targets middle-class women and segments its markets on the groundwork of lifestyle, personality, and psychographics. In the same way, Victoria Secret deals with a broad vary of beauty products, sportswear, and clothing among others. It is of the essence to apprehend that the company is designed to address many different sorts of women according to their style, age and preferences. The company’s main intention is to help women feel assured in their bodies; however, this is considered contradictory since all their models are thin. The company wishes to show a sexy and confident woman; the brand focuses on a particular body type evident from its highly airbrushed supermodels. Victoria Secret is a feminine and glamorous brand whose primary targeted customers are girls and women between the ages of 18-40 years. 

Analysis

Victoria Secret has acquired a variety of products over time since its inception, thereby creating a big product mix for its customers; it sells cosmetics, perfumes, lingerie, loungewear, and sportswear among other things. This provides many options for girls and women, which ensures that the company has a huge customer base to address. In addition, Victoria Secret incorporated pink in product packaging in efforts to symbolize femininity, sentimentality, and love; such aspects are crucial to young girls. This color was also aimed at attracting the younger girls of ages 15-25, who will later translate to other levels of products with time in the same company. Another aspect of Victoria Secret is the use of a certain body type of angel models as part of its branding (Hume and Michael 471). Its brand ambassadors are usually thin, and highly airbrushed supermodels; however, the company has been criticized for portraying pretty as the only stick thin as it does not relate to all consumers’ sentiments.

The success of Victoria Secret lies in the fact that their marketing strategy is an integration of product and promotion. What distinguishes this company from other competitors is creating a standard of goods that only they can satisfy. They use angel models who represent a personable, yet a perfect blend of everything girls and women aspire. Additionally, Victoria Secret showcase their brand image through their fashion shows in efforts to branch out from the retail industry into high-fashion and entertainment. Since the important target demographic for the company is young women, Victoria Secret focus on appealing to its customers. Their advertising is daring, seductive and provocative, aspects that attract women, thereby promoting their sales. In addition, Victoria Secret utilizes many distribution strategies such as television, social media, Spotify, fashion shows among other channels to reach to as many clients as possible (Verhoef 36). This Omni-integrated digital approach ensures that the company maintains a competitive edge in the market world by impacting a larger audience.

Regarding gender, Victoria Secret targets women, with 98% of its customers being women from various parts of the world. Consecutively, the company has a variety of products that cater for different age groups of girls and women. For instance, pinks, a subsidiary of the company deals with underwear and clothes for teenagers and college students between the age of 15 and 25, while lingerie, beauty products and cosmetics serve the women of 25-40 years. According to Victoria Secret, their primary focus is to help women feel comfortable, confident, and sexy with their bodies. As such, their products are meant to address and satisfy different needs and wants for various age groups of women. However, there have been serious concerns about the use of a particular body type to promote their products (Hume and Michael 482). In essence, Victoria Secret models are always thin. This portrays beauty from one perspective, leaving the plus size women out; the brand does not cater for other sizes.

Victoria Secret targets a middle-class woman, or middle class men buying for their women. However, the pink line is meant to attract people slightly outside that class; the younger, college-age girl. To capitalize on value promotion, Victoria Secret employs the most charming and beautiful women in the world as the face of the business, who are often referred as angels for the company. This strategy is aimed at inspiring women by showing them a beautiful woman who they can relate to; also, customers believe that by purchasing their products, the clients will look as beautiful as models if they use the same products. As a result, Victoria Secret promises and provides to their customers an idea of beauty and fantasy (Verhoef 40).  The company does not discriminate in terms of religion, politics or education; if you can afford to purchase their products, these aspects are not significant.

Conclusion

Victoria Secret has been in operation for over 40 years and still maintains a competitive advantage in the lingerie market, commanding more than 50% of total sales. Additionally, the company has grown to occupy international markets successfully, which has been associated with the strong brand image and quality products. Victoria Secret targets the middle-class woman who is conscious of their body, in efforts to provide comfort, confidence and sexiness to their clients. By using the most charming and beautiful women in the world, the company fulfils the fantasy of most women’s idea of beauty. Purchasing their beauty products or clothing makes their customers believe that they will become as beautiful as the models wearing and using the same products.    

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Work Cited

Hume, Margee, and Michael Mills. "Uncovering Victoria's Secret: Exploring women's luxury perceptions of intimate apparel and purchasing behaviour." Journal of Fashion Marketing and Management: An International Journal 17.4 (2013): 460-485.

Verhoef, Peter C., et al. "Customer experience creation: Determinants, dynamics and management strategies." Journal of retailing 85.1 (2009): 31-41.

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