Secrets of Victoria

One of the world's most famous sexy lingerie brands, Victoria's Secret (Victoria ' s Secret) product categories include women's underwear, bras, underwear, swimwear, casual women, women's shoes, cosmetics and assorted clothing, luxury shorts, perfume cosmetics and related books, is the world's most famous, One of the sexy lingerie brands. Its calendar years of fashion underwear show, super model advertising and photo blockbusters are the classics to see. Why would Victoria's Secret be loved by her female friends? What about its positioning? The following is a number of online discussions for your reference.

At first, Victoria's Secret's success was due to the fact that it turned the ordinary underwear into fashion.

In the American 780 's, women seemed to be wearing plain, white cotton underwear. The fancier items are only for special occasions. [1]

Men usually want to get excited and want their wives to wear sexy, want to buy some sexy underwear, go to the mall to buy all feel very embarrassed, Roy Raymond for the benefit of their own at the same time the benefit of the vast number of men, in order to allow men to have a convenient at any time to buy gifts for their wives do not feel embarrassed, vs was born. Start selling different colors and different styles of underwear, this is good, men and women are happy. The two couples must be much happier at home at night than before. vs. spread rapidly.

Marketing and keyboard-based.

Light spread not ah, M and O do not good, not face bankruptcy to sell to 2¥q. Sold to 2¥q after marketing kung fu to do enough, the official rise.

Before the class time to see the case, from 04 to 06, vs annual advertising budget is technologists U.S. dollars around, it is said now is more than 60 technologists dollars. VS is unambiguous in advertising. TV commercials, magazine ads, star ads, and catwalk shows, none of them fall, and they're all sexy. These ads are very successful, who let women born beauty, any change in the United States will not miss the chance of degeneration.

1. Fashion Show

VS, the lingerie show is really big, and it's one of them. The vague lights and stage sets, plus the world's top sexy models, vs this sexy brand, are deeply remembered by men and women. In addition, VS and CBS signed a deal, the annual vs Fashion show, will be played on the CBS one hours full. Now almost everyone in the world is watching vs. fashion show. Wiki says the webcast attracted more than nonblank technologists viewers. [1]

2. Magazine ads

VS has done a whole 10-page ad in several big magazines. vs in Cosmopolitan, Glamour, and allure there will be advertisements.

3. Catalogue

I feel that vs also spends a lot of money on doing my own brochure, sending out frequencies even a little too often. Every time you receive a feeling of a vs really not bad money. and the brochure can be received free of charge as long as it is registered. Who doesn't want to ah, look at the sexy model is also good.

Every time I look at the brochures, I see what they are, and when the magazines are turned over, the brochures are faster than the pages and the shops, and everything can be found immediately on the web. Each issue has a coupon code, but these code can be found on the Internet.

4. Store design

VS store Design really makes people want to remember not, faint pink inside all kinds of black, pink, red lace, and some transparent pajamas. Oh, a vague sexy breath, far from the smell. It is said that the VS store Pink is specific to what extent the powder is also studied.

5. Favors

As long as the VS site is registered, VS will occasionally send a coupon that can go to the store free panties vouchers, buy underwear for $ off. From time to time give some favors, the women cheat into the shop to buy things.

6. Own credit card

VS also engage in their own angel card. Frankly, I don't think it's a good card, but there are some fans.

7. Model

I have always felt that vs can be in the hearts of men and women have maintained such a good brand impression, vs these angels are not ah, they put a variety of magazines in the sexy and unpredictable Pose and face, even a piece of rags are suddenly feeling sexy.

8. Expand the user base

Initially vs is now sexy, and later to expand the user base has introduced more models, as well as the later Pink series. Really is all women who need to wear underwear can go to VS, with Pink, daughter, mother, grandmother, can go to the same shop to buy underwear, poof.

9. Not only underwear

VS also do yoga clothes, casual wear, bathing suits, everyday clothing, shoes, beauty makeup, perfume. Of course, these are then a little bigger after the expansion of the slowly open. But vs is a continuation of the sexy style. To be honest, I would buy more if it wasn't for the quality of VS. VS will also work with other brands, such as Ugg,colin Stuart, Steve Madden, Ash, and so on, so that the VS model can be photographed and sold on the VS site, and it seems that vs has been screened out for more sexy money. Had bought a pair of Colin Stuart knee boots, really very, very, very, very sexy, sexy to some quality dissatisfaction have endured.

@morpheus

The first is the positioning, and the traditional comfort of the main idea is different, Victoria's Secret (VS) walk is sexy, fashion, romantic route, in line with the needs of the Times (cultural aspects, plus the company's propaganda concept of indoctrination). At the same time naming also has retro wind, in line with vintage aesthetic.

VS also fine-tuned the target crowd, introducing a pink series that matched young women, with a basic inclusion of 15-60-year-old women. But even so beautiful and sexy is still their idea of positioning.

Then is marketing, have to say this marketing is very powerful.

1.VS Fashion sexy idea has not changed has also been continuous publicity, which in some cases will guide the user.

2. Fashion Show this thing is a selling point, men love women also love, contracted models also let customers/prospects for such a good thing very much longing for them to increase a lot of sales.

3.VS sales channels are also diverse, physical shop + online shopping + direct mail, to meet the needs of female user experience and meet the male users because of the embarrassment can not buy the needs of catalog made beautifully for the user's love.

4. The concept of globalization and fine-tuning of different geographical channels and products

VS, the user experience is good, the design experience is also customer-oriented.

1. Design will be "with The Times"

2. Physical store layout, user guidance and experience is very "intimate"

3. Care for male users

4. "Respect" for female users, such as:

Vanity Sizing is when companies choose to ignore the standard ASTM sizing and add up to a half of a inch to sizes. This way a woman can buy a size rather than a and feel more confident about themselves (Schrobsdorff).

5. High cost performance

Reducing costs seems to be doing a good job, and it's not going to change the company's strategy, goals and promotions to cut costs, but it doesn't seem to matter much ...

At the same time, I also found this passage, that may be a success factor:

What sticks out about the brand is it resiliency to controversy. When Bloomberg is put out a, claiming Victoria's cotton came from a farm to Burkina Faso that used child labor, 2¥q Bran DS disputed the claim and Super-delegates so far been Inc. to avoid the negative press.