Repositioning could help the company stay relevant to compete against competitor or to attract new customers. In this write-up, I focus on the later purpose and analyze the benefit of Victoria Secret Company from repositioning their brand to attract the older customer segment and international markets.
About Victoria’s Secret Victoria Secret is the leading specialty retailer of women’s intimate and other apparel with fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. It’s a segment under the mother company Limited Brands. The brand is targeted to the late-teen and college-age woman with Victoria’s Secret Pink and sexy product lines, such as Angels, Very Sexy and Body by Victoria. The company established brand associations of young, sexy and unique. 4Ps Product: Sexy, colorful and young design Price: Average, no premium Place: Pink decorated store chain, young and dreamy theme Promotion: Heavy traditional advertising on TV and prints. The company also held globally famous specialty fashion shows “Victoria’s Secret Show” annually with their exclusive models known as Angels.
Customer base
Victoria’s Secret’s targeted customers are young women at age of 16 to 40. The company has repositioned the brand in 2007 to appeal to younger customers who are college and young teen ladies with the sub-brand Pink . They started with separate special Pink stores but now already turned almost all Victoria’s Secret stores into the pink theme.
The big gap is that the brand used to be older, more sophisticated and glamorous. Even in Limited Brands website, the company is said to provide product categories that make customers feel sexy, sophisticated and forever young . However, they recently make the brand too young, opposite with sophisticated; and their brand is more associated with young and