VS Demographic
After some secondary research on MINTEL I've come to the conclusion that the VS brand is aiming at the young women demographic, aged around 18-24. However, after store visits through the UK it is clear that many other demographics shop there, in the 25+ age range up to around 50, showing the potential of an expanded demographic.
The younger age bracket is in want of luxury however don't have the disposable income to purchase high end brands. Victoria's Secret is a high street brand which could be seen as premium due to the price point charged and limited accessibility. This is something the VS brand needs to continue with as it makes the brand perceived as being more premium than maybe it really is. Changing the customer perception of the brand.
The younger age bracket is in want of luxury however don't have the disposable income to purchase high end brands. Victoria's Secret is a high street brand which could be seen as premium due to the price point charged and limited accessibility. This is something the VS brand needs to continue with as it makes the brand perceived as being more premium than maybe it really is. Changing the customer perception of the brand.
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| Screenshot from the MINTEL website regarding VS consumer |
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