Victoria's Secret... Marketing

Every mall in America has a staple store that every girl loves. This store, of course, is Victoria's Secret; a store that has a wide range of products that appeal to all different types of girls and women. Whether you're a pastel flower frills kind of girl or a punk rock princess, you'll be able to find something to fit your style. Not to mention the wide range of body products, makeup, and perfumes you will find there as well.

With sales over $5 billion, Victoria's Secret is a power player in the retail industry. However, it is interesting how Victoria's Secret got to that point with highly overpriced products. Each product is marked up by more than double its cost, and are not always made with the highest quality materials. However, like a cult following, customers repeatedly purchase $10 pieces of fabric and elastic bands.

I love walking into a Victoria's Secret store, no matter where I am. Being a girly girl, I'm immediately drawn in by the expanse of pink stripes and lace. I always know that when I step into a Victoria's Secret that I will quickly be greeted by someone and reminded that if I need any help that there is someone there for me. I always feel that sense of luxury and grandeur, even if I'm just in my local mall.

This is the bread and butter of Victoria's Secret's business strategy. The company relies on this prestige and has gathered a huge customer base that buys into it. Unlike many other huge retailers, Victoria's Secret lets the customer know that it is a designer brand. Each year the Victoria's Secret fashion show is broadcast on television and is a highly anticipated event. Both women and men gather to watch the hour long show featuring the Victoria's Secret Angels strutting their stuff down the runway. The outfits are outrageous and fun, sexy and gorgeous and appeal to both sexes. The funny part is, people are really just watching an hour long commercial. I think it's amazing that a marketing ploy is something that people all over the U.S. will watch while drinking wine and having a good time.



Both the stores and products appeal to women and men due to the atmosphere and attitude that they convey. Victoria's Secret is a brand that everyone can identify from the pink-striped shopping bags to the semi-annual sale. This yearly event is nothing crazy or new in the marketing world, but Victoria's Secret has almost branded the phrase "semi-annual sale" with their onslaught of commercials and social media strategies. I follow Victoria's Secret on Twitter, and was surprised to see that people were sending in photo's of their "haul" from shopping the semi-annual sale to the company. I would really like to meet the marketing genius to came up with
this idea because it helps the company in so many ways. Not only are they getting the customers to interact with the brand, but they're also sending these posts that their friends can see. I know that I get jealous of every post that I see and wish I had a better income so I could buy all of it (man am I materialistic).

I would be honored to work for the marketing department of Victoria's Secret because they are really masterminds when it comes to selling. I have yet to see a marketing tactic that Victoria's Secret has used that I haven't thought was brilliant!!