Victoria’s Secret also has an online store. The in-store experience tempts potential customers to stay on with Victoria’s Secret rather than going out looking for other brands. It would not be incorrect to say that Victoria’s Secret stores have an edge over their competitors in terms of in store experience. Visiting the Victoria’s secret stores in person gives any potential customer the chance to fit the items on as well as feel the texture and quality of items. Victoria’s Secret stores are unique as they are designed in such a way that creates a mesmerising shopping experience for the potential customers. Furthermore, potential customers could ask their friends about Victoria’s Secret products. Visiting a Victoria’s Secret Store is one of the ways to get information about the Victoria Secret products, their quality and prices.Īnother way would be to browse the Victoria’s Secret website as information regarding the prod- ucts and their prices are shown on their website. Potential customers have several options to do this. Once they have identified that they need beautiful products that makes them feel sexy and empowered they would then go on to search information about the products they want. Victoria’s Secret marketing is always geared towards the customer to be wanting to feel seductive as the models taking part in such campaigns.Hence, the need to feel sexy and empowered arises within potential customers whenever they encounter such marketing procedures. Whenever a potential customer sees these, the need to own Victoria Secret products arises.
They also have Music Video collaborations with poplar singers and Victoria Secret models. They have glamorous fashion shows every year involving many celebrity models, singers, etc. It is well known that Victoria’s Secret invests heavily on attractive and innovative marketing. The first stage of the Consumer Decision Making Process is Identification of the need. How the Victoria’s Secret Customers move through each stage of the Process Therefore, it can be concluded that majority of the customers are restricted to the western countries. Moreover, cultural practices that might consider anything sensual to be taboo might prevent women from some countries from purchasing these products even if they can afford them. However, given the premium price range only a few countries have a customer base that can afford those products. However, customers from rest of the world can purchase through their online store that allows shipping for any country in the world. Therefore a larger proportion of their customer base is limited to such countries. Victoria’s Secret stores are only available in select countries in the world mostly United States, Canada and Europe. Moreover, the Victoria’s Secret PINK brand has slightly reduced pricing that is suitable for the younger crowd. However, given that Victoria’s Secret products are of high quality, the price paid by Victoria’s Secret customers are well worth it and they get what they pay for. It can be argued that Victoria’s Secret products are affordable only to upper middle and high income groups. Hence they are not afford- able to everyone. While someone around the age 24-25 might be mostly interested in the lingerie products available on sale, women who are above 35 could be inter- ested in the cosmetic products available for sale such as the Body Lotions, Fragrances ,etc.Ĭonsidering the price point, Victoria’s Secret products are premium priced. Moreover Victoria’s Secret offers products that includes lingerie and cosmetics that appeals to an age group around 24-40. For example, Victoria’s Secret Pink is produced to appeal for the younger crowd between 16-24 years of age.
They have a wide range of products appeal- ing for different age groups. Victoria’s Secret has rather wide base of target customers. However, when Victoria’s Secret came under the control of Les Wexner, it started targeting women themselves after a complete revamp for the brand. When Roy Raymond founded Victoria’s Secret, it was founded to appeal to men who were shopping for women’s lingerie. Even though it was earlier owned by L-Brands, it is now owned by a Private Equity Company after its CEO (former) and Chairman Lex Wexner stepped down from the company. It has been under public spotlight since the late 1990s and it definitely is one of the most talked brands in the history. Victoria’s Secret is the largest lingerie seller in the United States.
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