I think everybody knows the famous brand Victoria’s secret. I would like to talk about its successful marketing campaign in general.

Victoria’s secret is a retail brand of lingerie and beauty products. More than 1000 stores are opened in the United States and everybody can buy Victoria’s secret’s products through the catalogue and on the brand’s website. The brand makes a lot of very successful advertisings. We can say that one of Victoria’s secret’s strengths is its advertising strategy. Victoria’s secret spends 66 million dollars each year on advertising. Thousands of newspaper advertising, catalogues, fashion shows convince women that buying this brand’s products will increase and boost their confidence. On its different ads, Victoria’s secret shows that its products represent fantasy, romance, fun, love and desire.

The brand organizes every year a fashion show. With this event, the audience is over one billion people. The Victoria’s secret fashion show has an exclusive contract with the channel CBS. During one hour, the brand’s users and the potential customers can watch a fashion show which is equivalent to a Broadway production.

Victoria’s secret distributes free catalogues to every person who enters her address on the brand’s website. Women can buy some products with this catalogue. The brand put advertisings in magazines to reach a wide audience. The brand targets magazines that its consumers probably read like Cosmopolitan, Allure, Glamour, etc…

The brand also organizes some special events. For example, in 2004, Victoria’s secret participated to a Spring break in Florida with some of its models to distribute some free products because they wanted to target college girls.

 Victoria’s secret’s advertising strategy is also based on its models who are synonymous with beauty. A lot of people know Victoria’s secret models. Being a Victoria’s secret model guarantees a successful name, Heidi Klum is an example. The brand continues its strategy until its stores where it confirms its image. The soft pink wallpaper promotes the feminine environment that Victoria’s secret wants to give to its customers.

The success of the brand and of its products is the result of an aggressive campaign. Small companies which could be a Victoria’s secret competitors can see the strengths of the brand as a barrier and that is why we can say that Victoria’s secret is very good in the advertising business.

Pauline HAOND