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Victoria's Secret
- 1. Victoria’s Secret By The Much Ado Agency
- 3. • VS Sport • Very Sexy • Bombshell • College & Pro
- 4. Target Market • Ages 25 – 34 • $75,000 - $149,000+ • EDUCATED • confidence seekers
- 5. Target Market • Ages 18-24 + Tweens • Outgoing • Fun seeker
- 6. Communications • Attract potential buyers • Engage Loyalists Objective strategy • Integration • insights
- 12. Questions?
Editor's Notes
- Setting the scene: The lingerie store industry is worth $13.2B VS + Pink own 41% of the market share
- The core of VS is now bra & panties. VS has multiple line extensions: VS Sport, Very Sexy, Bombshell, Body by Victoria, Fabulous by Victoria, and Incredible by Victoria. VS has a brand extension that is meant to specifically cater to a younger audience, which is called PINK. VS is sold in more than 200 stores in more than 60 countries and online at vs.com
- ages 25-34 “At Victoria’s Secret, we market products to the college-age woman with PINK and then transition her into glamorous and sexy product lines, such as Body by Victoria, Angels and Very Sexy. While bras and panties are the core of what we do, these brands also give our customers choices in loungewear, accessories, fragrances, personal care, swimwear and athletic attire. Upper middle to high socioeconomic status
- Victoria’s Secret starts young girls off with PINK , ages 18-24 PINK describes itself as “the dominant aspirational lifestyle brand targeting college girls and celebrating campus life. Then ultimately transfers them to VS. Brand loyalty .
- Communications objective: to create highly emotionally engaging content in order to attract consumers, engage with them, and covertly influence them to purchase. Ultimately, VS uses communications to learn about their target audience. “we absolutely must stay close to and know our customers – like we know our best friends. We need to be relentless in gaining this knowledge firsthand, with fresh insights – not through statistics, analysis and reporting.” Communications strategy: Highly integrated communications for their target audience a multi-media communications attack, utilizing traditional media channels like television, print, and in store ads coupled with traditional mailings keeps its consumers in the loop via their website, email, mobile application, and multiple deep rooted social media campaigns. Involves multiple touch points where their target audience can engage with the company. well-rounded, integrated communications strategy is what makes Victoria’s Secret unique in relation to their competitors Role of communications – Insights gained from communications lead to smart marketing decisions for the brand It is through the engagement process that the company can glean actionable insights that inform their marketing decisions. “Victoria's Secret is using online data to make smart merchandising decisions in stores. The company has been streamlining its store and online assortments to give customers what they want,” said Danielle McCoy, vice president of equity research at Wunderlich Securities. “For instance, bras that are promoted in-stores are also displayed prominently on the website - > Email and catalogue based promotions, Angel card, promotional pricing.
- VS fashion show large part of their communications strategy 12 VS angels but over 30 models including Adriana Lima, Karlie Kloss, and Alessandra Ambrosio The company puts on an annual Victoria’s Secret fashion show to further connect with its audience. “It [the fashion show] is the cornerstone of an integrated communications strategy that drives brand awareness as well as bolstering revenue across direct retail, catalogue and online channels. led to the creation of Victoria’s Secret Angels> branded characters each year a new model or two gets their wings. Victoria’s Secret angels don’t just walk the runways at the fashion show, they are the faces of the brand. They model for all of the Victoria’s Secret campaigns for the year providing consistency for the consumer. The brand's advertising team carefully selects models they believe female customers will relate to ( Lead to real $$ - “You see sales results almost immediately. On the night of the show you see substantial increases in our web business from all of the news coverage. The day after the fashion show runs [on television], you see substantial increases in our web business”
- Social media – a big part of their integrated comms strategy make a concentrated effort to engage with those who mention them use a very distinct company voice that makes the follower seem like they are communicating with a good friend. Pointing followers towards VS products using trackable links
- VS messaging The brand has accepted that sex sells and is not shy about it. ads ooze with sexy smirks and 'come hither' looks from barely clad models proudly showing off their perfectly toned bodies - and it's working for them. Women who are in construction and other natural resources related occupations are 82% more likely to shop at VS - which is a much higher likelihood than women partaking in any other occupation. WHY? – Use VS to fulfill their need to feel sexy Differentiated successfully from brands like Aerie - girls want to buy the benefit of being sexy – not being themselves.
- Room for improvement: VS is supposed to equal CONFIDENCE, PERFECT BODY campaign TAKES AWAY CONFIDENCE bringing about negative body issues, and the tagline is just making it worse. encourages one type of body type as is seen with all the models that they choose
- Strength – sexy + glam Point back to integrated comms strategy, Weakness- point back to fail like the perfect body campaign VS should stick to being sexy and glamorous, but should include more body types.