Victoria’s Marketing Secret

Victoria’s Secret is the leading speciality retailer of apparel, lingerie, and personal care products with six major leading brands: Victoria’s Secret, Bath and Body Works, White Barn Candle Co., C.O. Bigelow, La Senza, and Henry Bendel. There is no question, the brands relations with consumers and its competitors is thriving. We know Victoria’s Secret is doing something right, but really. . . what is its secret to success?

Creating a brand isn’t easy. You need something that draws consumers in and then sticks to their brains so they won’t forget you. And Victoria’s Secret does just that. And the development of the Victoria’s Secret Angels and the annual Victoria Secret Fashion Show was a great start.

Victoria’s Secret has turned selling lingerie into an art form. Using all six principle of sticky ideas (as defined in my Made to Stick post earlier on) this brand takes marketing to a whole new level. The idea is simple: lingerie, the designs are unexpected, the campaigns concrete, the brand credible for years, the lustful emotions evoked, and the stories of all the cancer survivors touched by the $200,000 raised for the Pelotonia grassroots bike ride that raises money for cancer research.

Overall, Victoria’s Secret to success is the perfect marketing campaigns, brand loyalty, and corporate social responsibility.


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