One can also spot their products at the international terminals of airport at various locations. They operate through their website as well as e-commerce platforms. Their international franchisees are present in different parts of America. They have their exclusive stores as well and have expanded to many countries in Canada, Netherlands and UK. Victoria’s Secret operate via their stores as well as online. Victoria’s Secret Place & Distribution Strategy:įollowing is the distribution strategy in the Victoria’s Secret marketing mix: Their exclusive merchandise costs somewhere around £150. Their collection ranges from £ 20 to £500. Hence the prices are comparatively lower than other products of the brand. The Pink collection is dedicated to teens, college students and younger women in general. Their quality is premium and supermodels as their brand faces make the price even steeper. It does not cater to the needs of the masses. Their premium pricing policy attract those who hail from society. Since innerwear is a product line that is not compromised upon, customers buy it even if they are segmented in the higher price range. Victoria’s Secret is a high-end luxurious brand and their prices reflect the same. Victoria’s Secret Price/Pricing Strategy:īelow is the pricing strategy in Victoria’s Secret marketing strategy: They maintain their aim to consistently launch new products – each introduced at different times. Their whole product line is all about ‘Love My Body’ where supermodels feature in their ad campaigns.
They do not cater to all body sizes and their product line do not include products for plus -sized women. The Victoria’s Secret Designer Collection is the company’s first high-end product line. Victoria’s Secret also include sportswear and sleepwear in their product line.
female teen customers who are attracted to vibrant colours. PINK is their collection that targets the younger lot i.e. Their product lines include inner wear line, active wear, swimwear, women’s wear, accessories and beauty products. Victoria’s Secret, the largest American retailer of women inner-wear, is headquartered in Ohio, US. The product strategy and mix in Victoria’s Secret marketing strategy can be explained as follows: Let us start the Victoria’s Secret Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: Victoria’s Secret Product Strategy:
Victoria’s Secret marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. These business strategies, based on Victoria’s Secret marketing mix, help the brand succeed. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Marketing Strategy of Victoria’s Secret analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).