Victoria's Secret practices the business-to-business electronic commerce which is the use of the internet to facilitate activities with pages such as dropbox and others electronic commercial companies. Also, VS has agreement with Youtube, Facebook and Twitter. By doing B2B, the brand can be in the top and they can also provide effective marketing by using these tools.
The brand has a strategic alliance with UPS shipment services to obtain a good deliver service. Even though Victoria's Secret is not a producer they have contracts with manufacturers who are in charge of the production and merchandise in general, most of them are located in Asian territory such as China and others located in the Caribbean . In some way every industry has a connection to another which is good to the success of all of them.
As I said before, Victoria's Secret is a brand for teenagers and older women making them feel sexy, confident and providing comfortable products. This brand is well known nationally and other countries outside the U.S. where the company had to implant an specific geography segmentation according to the region where the store is located. For example, you cannot sell or deliver a product in the same way that is delivered in the United States because women have different role in different countries.
Also the environment is affected, in this nation you tend to see the stores with colorful designs and infrastructure but in places like London where the technology is limited the Victoria's Secret stores have colors like white and black. The brand offers different styles to each type of personality giving satisfaction to the consumers.
The one-to-one marketing we can often see it in the social media or electronic devices where the companies show their advertising and nowadays is constantly use the method that they enter to our social media and other sources to look at what we like or what we do. By this way, the companies advertise you what you like, need or want.
Victoria's Secret is a brand which offers a variety of products presented with a good new-product strategy. The brand has been renovating the lingerie products along the time creating products for each kind of person. For example, teenagers who tend to use underwear more sexy and provocative, and women who use underwear bigger or focused on how comfortable they are.
VS always present new products to the market, by this way the store always looks fresh with new products introduction. Almost every month the brand put out new products which is consider the biggest part of the strategy. The brand innovates their products, for this reason the product can obtain an effective life cycle giving profit to the company. A new product must be presented to the market with a excellent marketing strategy with a clear target market and good quality.
Victoria's Secret is a brand with excellent marketing even through social media. The brand always try to keep the connection with the costumers by different social network such as Facebook, Youtube, Instagram, Twitter and other social networks. By those social networks you can know information about a store near you, promotions and buy clothes visiting the official page www.victoriassecret.com
- Facebook: Victoria's Secret is on the top of the top Facebook Posts. The brand has 23,329,487 fanswho are always aware of all promotions that the brand offers to them.
- Twitter: This is another good social network where VS once again is on the top of the most popular users with more than 3 million followers. There, they also share information about future events, promotions and more. All these options and different benefits are available on smartphones, ipad or tablet by downloading the app.
Victoria's Secret is the most famous lingerie brand of the world but it has a product mix because the brand offers not lingerie but other products such as fragrances, make-up, outwear, accessories and more. VS always provides good quality and variety on their products, for it makes them a brand loyalty which the majority prefers Victoria's Secret over the competitors.
The product line started expanding when appeared Very Sexy and P!NK which are collections that are part of the brand but selling different products. Very Sexy is the name of the fragrance's line offering lotions, perfumes, body washes and more. In the other hand, P!NK which sells underwear but also provides clothing like shoes, outwears for gym, sleepwear and more.
An excellent example of relationship selling is the Angel's Card which gives to the customers more benefits and they can also save up to the 75% of their purchases. The employees are perfectly trained to give the best experience and satisfaction to the costumers. Also, they should notice costumer's needs and turn it into a costumer's wants Our costumers can try beauty samples, so it helps at the moment that a they are making a purchase decision.
Victoria's Secret offers different promotional sales to their members or the customers subscribed via email or the catalogs. Those customers receive coupons and purchase discounts like the Free Shipping with a purchase of $75 dollars or more. We also have more special offers such as:
The online page is a powerful tool because you can see the products, vaariety and different prices or sales that are going on. Since the web sites appeared the industry has undergone in a positive and modern way.
VS' advertising objective is to inspire sexiness, glamorous, confidence of fashion and a touch of fantasy to the costumers.
Victoria's Secret is a brand that goes further the traditional advertising, spending about $220 million a year on the catalogs sent to the 300 million of customers reached per year. The catalogs make the products available to consumers 365 days a year, 24 hours in the 7 days of the week.
VS also advertises using social media such as Facebook [20 millions friends], Twitter and Email to inform the customers about new collections, sales and different events like the Victoria's Secret Fashion Show spending around $1.56 billion in advertising a year. It has its own apps making our brand open to the consumers all the time. Nowadays, the best way to keep the communication with the costumers is by social networks because this kind of technological benefits can connect the brand with the consumers from all over the world.
The brand had use celebrities in advertising campaigns to promote the products and admiration to the audience. In those celebrities we can mention the Angels who are the supermodels of Victoria's Secret and the brand's image. The called "VS All Access" is a section located in the offcial website www.victoriassecret.com which explains more about the role of the group composed by the supermodels Adriana Lima, Miranda Merr, Alesaandra Ambrosio and others.
Another successful way to advertise the brand is by the famous Victoria's Secret Fashion Show which is a annual show of two-hour long fashion show where the magic, variety of colors and glamour take place. By this way they promote the brand and where the brand shows the "Fantasy Bra" which is the most
expensive lingerie of the world and its cost is millions of dollars. The nation's top music performers show up on the fashion show which last year raked 9.3 million viewers.
“Our show is seen, in one way or another, in over 200 countries in print, Facebook, YouTube, and television specials,” Ed Razek, chief marketing officer, told the Business Of Fashion in 2011. “It is must-watch television for young women in the United States. They learn to walk in high heels in this show.”
