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MARKETING STRATEGY

VICTORIA'S SECRET MARKETING STRATEGY:
SOCIAL MEDIA:
  • Facebook: 24 million fans, the 19th most popular brand, the 2nd most popular retail store.
  • Twitter: 3,4 million fans, ranking 16th
  • Instagram: 3.9 million fans, ranking 11th
  • Youtube: 65.9 million views, ranking 72nd
EMAIL MARKETING:




Texts from the brand also get send out to the individual customers who have signed up to this service. This includes offers which makes customers feel like the brand cares about them as it is a text directly to them (even if it is a group text) with offers that everyone would love considering it will save them money. This is the same as emails, however, texts are quicker and more common to be checked.

VS ALL ACCESS:
  • Victoria's Secret All Access is a page located on their website.
  • Additional information such as makeup tips, supermodel biographies, an insider's look at the Victoria's Secret fashion show, and news events are shown.
  • This service gives customers a more personal experience and makes them feel like part of something, therefore wanting to stay loyal to the brand and resulting in them buying the products.


PROMOTIONAL OFFERS:
  • Every year, the day after the fashion show has been broadcasted, Victoria's Secret holds a promotional event in store and online.

SEMI ANNUAL SALE:
  • Semi annual sale which is held twice a year.
  • This gets customers excited and constantly checking the website to see if the sale is live, when it is customers are racing to the tills and to checkout to get good deals on the expensive underwear, it results in them getting more for their money.

COUPONS:
  • Mail out a 'free panty' card to their shoppers every month, also email out '$10 off a bra' card.
  • Making customers buy more as they are getting deals what they would've bought anyway, for those that wouldn't have bought it anyway, it gives them excuse to get some free or cheaper underwear.

ONLINE DEALS:
  • These offers often include $25 off your purchase, free shipping, etc. hosting some level off clearance items on their website.
References:
1. https://www.slideshare.net/RianeTabti/victorias-secret-brand-audit-2014
2. https://businessinsidewear.wordpress.com/2014/11/25/victorias-secret-360-digital-experience/

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