Chapter 14 - Marketing Channels and Retailing

VS is a department store that sells a huge variety of products including apparel, electronics and cosmetics. Thus, it has a retailer channel with a exclusive distribution which means that the producer does not sells directly to consumers because they do not manufacture their products. They make it easy  for a women to find everything that she needs in  only one place. It is obvious that Victoria's Secret has had a clear mission which through the last years has proven to have effective results.

According to SRI rankings here are the top 5 retailers in 2013. Victoria's Secret ranks as the most popular apparel brand in the world:

1. Victoria’s Secret

RIS SRI Rating: 42.1

2. Walmart

RIS SRI Rating: 37.1

3. Apple

RIS SRI Rating: 32.3

4. Target

RIS SRI Rating: 25

5. Best Buy

RIS SRI Rating: 21.1

"I think the secret sauce on Victoria's Secret  is super simple: ton of marketing (online, print, and through in store deals) and consistent new product introductions (bras) that make the stores seem fresh every time the customer walks into, or by, the store," said Brian Sozzi, chief equities analyst at NBG Productions.

Smart marketing made Victoria's Secret the leading American brand.