Ch. 15 Retailing

Retailing Marketing Strategies

Victoria’s Secret success is not a secret. The Lingerie company has a personal experience that is incomparable in pricing and products. Victoria’s Secret understands why it is so important not just to acquire new customers but also to keep the current ones wanting more.  

Location

The franchise is in more than a 1000 cities in the Unites States, and it's open from 8:00 until 9:00 pm every day. It started selling lingerie and now sells womens wear and beauty products. With several sub brands and departments the stores mark the difference in the competitive market.

Target market

VS business products come from various sub-brands for different target markets -- such as ''Pink'' and the ''Bridal Collection' '-- but they all keep the sexy appeal that characterizes Victoria's Secret as a brand. Pink for example persuades young girls that have a fun and adventurous personality whether the Bridal Collection reaches more mature women that are engaged into a wedding dream.  

Products

Victoria’s Secret sub brands include: The Miracle Bra, Bridal Collection, Pink, Body by Victorias Secret among others. Its product involve a wide variety of women’s apparel fragrances, cosmetics, sports outfits, bags, etc. 

The price is what I love

A single bra can cost even $60. This one like other products can go sometimes over our budget but Victoria’s Secrets makes offers look irresistible.

• Free panties coupons: mailed to every customer once a month.
• $10 of a purchase cards: It can make a big difference with a $20 bra.
• Annual Sales: Panties with an original price of $20 can be in $4 on Christmas or Thanksgiving day  
• Online deals: Off season products can be at 50% off and there is a reduction of the shipping cost after a purchase of $100 or more.

Customer Service

Behind every purchase there is a process that employees are trained for in order to make a purchase successful. They enforce the fitting strategy. 70% of the customers that try on a piece are the most likely to buy it. Customers that are looking for just discounts, tend to doubt their purchase, minimizing the profit for the store. Victoria's Secret employees are very helpful with sizes and every need during the trying on and fitting process. 

Presentation

The atmosphere of Victorias Secret is totally girly. The silhouettes of different colors representing the store, websites and catalogs products, match the decorations and feminine taste. The design of the platform in their website is practical and efficient. Products are well incorporated into and specific department . The environment urges clients to take a look and try out the products.