Marketing Mix & SWOT Analysis

Victoria's Secret Marketing Mix

Product;
The brand is most well known for selling underwear and lingerie, however they also expand into other areas such as; sport, sleepwear, beauty/fragrance and accessories.

Place;
United States, United Kingdom, Asia, Europe as well as E-commerce sales. Stores are often found in airports, shopping centres and city centres.

Price;
The Victoria's Secret brand have adopted a 'premium pricing' strategy which involves marking products higher than the average retail price, in order to suggest quality and luxury which the Victoria's Secret brand aims to promote.

Promotion;
Annual fashion shows, short video campaigns, social media exposure (Facebook, Instagram, Twitter, Pinterest), fashion magazines and the 'Angels' who act as brand ambassadors.


Victoria's Secret SWOT Analysis

Strengths;
Well established brand - global awareness and stores across the world
A large product portfolio; lingerie, sport, sleep, beauty
Celebrity following, including 'Angel' brand ambassadors
Customer service within stores

Weaknesses;
Do not market to all sizes and shapes
Due to the premium pricing some demographics may not have the disposable income

Opportunities;
There is a potential for the brand to expand into new markets

Threats;
Its selling within a very saturated market which is competing with online stores which can offer cheaper equivalents due to lower fixed costs
Consumer awareness and concern for diversity and equality
Movements like MeToo- the sexualisation of women is being challenged
Upcoming competition e.g. Savage x Fenty