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SWOT ANALYSIS TAKEN FROM MBA TUTORIALS

SWOT ANALYSIS:

 STRENGTHS:
1. Fashion Shows: Victoria's Secret owes a major chunk of it's success to the annual Victoria's Secret Fashion Show which is showcased in all leading fashion magazines and channels. They show not just showcases the latest collections of the season and an extraordinary priced events in the fashion business.
2. Celebrity Following: Quite contrary to other fashion brands which are endorsed by celebrities Victoria's Secret is a brand that creates celebrities. Many of the models who showcased their products have become celebrities and the company always chooses their models in a manner which connect to their audience which is primarily women. The models act as the first point of trust between the lingerie brand and other consumers.
3. Focus on Customer Engagement: The biggest strength of Victoria's Secret is their long line of loyal customers which regularly invest in lingerie and inner wear from the brand. This is possible not just because of product quality but also because of the customer engagement initiatives adopted by the company.
4. Victoria's Secret in-store experience: Women don't prefer to shop at Victoria's Secret because of the affordable price range, but because of the outstanding customer experience the brand promises. The pink wallpapers, the spacious and sexy fitting rooms, the expert and courteous staff and the high appetite for innovation complete the in-store experience. 
WEAKNESSES:
1. Negative Association: Most women may not be comfortable shopping openly for lingerie and not sure about the need for using lingerie. This creates a lot of challenges for Victoria's Secret in marketing the brand.
2. Brand Migration: The company to beat cheaper competition started focusing on new product lines. Some of the latest introduction has got poor feedback from the market especially in terms of comfort. This has resulted in many of the loyal customers of the brand switching to other competing brands.
3. Poor Penetration in Tier 2 Cities: Most of Victoria's Secret customers reside in Tier 1 cuties or metros. Thus must of their stores are located in cities and the penetration into smaller towns is extremely low for the brand. These regions are however being targeted by most markets.
OPPORTUNITIES:
1. Growth Potential in Emerging Markets: There is a huge potential today in emerging markets and growing income levels, increased urban population as well as changing gender equations amongst youngsters including openness to sexuality trends which will fuel sales of lingerie.
THREATS:
1. Competition from Online Players: The main competitors of Victoria's Secret are the online players There have also been a lot of start-ups which have started foraying into the lingerie market.
2. Steals: There are a lot of brands which are cheap imitations of popular designer brands. People are reluctant to spend excessively on lingerie and thus prefer cheaper imitations.
References:
1. https://www.marketing91.com/swot-analysis-of-victorias-secret/ 

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