What is Victoria's Secret's Marketing Strategy? - Banner

What is Victoria’s Secret’s Marketing Strategy?

What is Victoria’s Secret Marketing Strategy? Victoria’s Secret is one of the world’s largest women’s clothing companies. One of the key factors that contribute to its success is the brand’s marketing strategy. In fact, the modern business world witnessed marketing rise to become a crucial element for a business’ success. Especially in the digital world.


Therefore, effective marketing is a skill necessary for any company’s successful growth. And Victoria’s Secret serves as an inspiration for fashion brands and business owners.


So, let’s understand how Victoria’s Secret has evolved to become an industry leader for valuable insights.

The history of Victoria’s Secret


blucactus - underwear model - victoria secret marketing strategyVictoria’s Secret is a lingerie and fashion brand. And has its headquarters in the United States. The brand was establisted by Roy Raymond in 1977, in San Francisco.


Today it is the most popular lingerie retailer in the world, operating through franchises in Europe, Asia Pacific, Canada, and the United Kingdom. Notably, this company has inspired local brands. Because the brand is considered a pioneer in the lingerie industry.


Today, the brand has more than 1,000 stores in the United States alone. Additionally, it controls a third of the world’s lingerie market.


What is Victoria’s Secret marketing strategy?

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It is worth noting that different marketing strategies have forged the path for Victoria’s Secret success. So, let’s delve into the elements that stand out the most regarding its segmentation, targeting, and positioning:


Details on Victoria’s Secret Segmentation


  • For its business, it follows a B2B and B2C model.
  • It has many different collections and accessories for men, women, and children.
  • Victoria’s Secret is a company that offers a variety of ethnic and western clothing. It also has various accessories such as clothing, sunglasses, bags, etc.
  • Its price range varies from mid-high to premium to suit a variety of consumer’s budget.


What is Victoria’s Secret Target Market?


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  • In general, their target group remains in an age range between 16 to 26 years and 20 to 40 years.

Victoria’s Secret Positioning


  • Victoria’s Secret offers designer pieces.
  • Their collections cover different sizes and styles.
  • They recognize the emotional needs of their target audience.
  • Its position in the market allows the brand to satisfy the needs of the public with personalized services.

Victoria’s Secret Marketing Campaigns


This lingerie and clothing brand is expert in creating new launches and unique marketing campaigns. Let’s take a look at one of their latest collections to understand the brand’s campaign objectives.


Introducing the Victoria’s Secret Bra Collection ”The Icon”


The brand asks ”what makes an icon?” In response to consumer demands, Victoria’s Secret launched ”The Icon” collection featuring custom-lift technology, promising customizable fit and cup size for ultimate personalization. This is a prime example of what the brand advocates for. Beauty, quick response, and high-adjustability for every size and every style. Promoted by forefront supermodels such as Naomi Campbell, Gisele Bündchen, Emily Ratajkowski, Candice Swanepoel, Adriana Lima, Hailey Bieber, and much more.


This guide will guide you through the key strategies you need to follow to achieve greater success and visibility, just like Victoria’s Secret. So, let’s delve deeper into the brand’s marketing strategies.


blucactus - underwear modelVictoria’s Secret Email Marketing


Email marketing is an exciting part of the Victoria’s Secret marketing strategy. Because, email marketing allows to preview new collections easily to email subscribers. Therefore, email marketing campaigns attract more people to sign up for the newsletter, which translates into more sales.




What doesn’t appreciate good liquidation? Victoria’s Secret carries out two annual sales events to prevent losing customers. These sales include perfumes, cosmetics, lingerie, and more. With discounts up to 50%, these sales create an appeal to savvy shoppers to shop more and worry less. And in the weeks leading up to these liquidation events, the brand leverages its marketing strategies to the fullest by using the power of social networks.


Victoria’s Secret Social Media Marketing


blucactus - underwear model - victoria secret marketing strategyVictoria’s Secret is active on social networks such as Facebook, Pinterest, YouTube, Twitter, and Instagram.


The brand developed a significant commitment to these communication channels. With Instagram being the social network with the most substantial number of followers.


Victoria’s Secret pushes out content that is promotional, mainly to showcase the launch of new products. Also, the brand encourages customers to shop using brand ambassadors. They create campaigns and shoots to cue for new lines and products. And some of the celebrities involved with the brand in 2023 are Hailey Bieber, Taylor Hill, Mariah Carey, and model Devyn Faith Garcia.


Influencer Marketing


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In 1997, the brand launched a product range named “Angel’s Underwear” for the first time. This was marked as this launch was promoted through a TV commercial featuring renowned supermodels.


These iconic supermodels, referred to as “angels,” have been a crucial part of the brand’s marketing strategy. They showcased products and served as brand ambassadors and influencers. Beyond this, angels actively represented the brand by participating in fashion shows, talk shows, marketing campaigns, and more.


Noteworthy angels who have successfully gained popularity as influencers include celebrities such as Rosie Huntington, Heidi Klum, and Kendall Jenner.


Some angels who have become popular influencers are Rosie Huntington, Heidi Klum, and Kendall Jenner.


Content Marketing


blucactus - underwear modelFor a successful content marketing strategy, Victoria’s Secret stays active on social media. Because, it is possible to convert more sales from social media posts and engagement with relevant content.


In efforts to captivate the target audience, the brand avoids sharing mundane content. Instead, the brand opts for a dynamic approach, presenting captivating images and videos featuring unique models and breathtaking landscapes, accompanied by attention-grabbing hashtags and subtitles.


This strategic choice has proven successful in increasing engagement with the brand’s target audience. Recognizing that visual appeal is incredibly important on social media platforms, the brand leverages certain strategies mentioned above to garner attention and increase revenue.


Do You Need an Effective Marketing Strategy

Like Victoria’s Secret?


Ken Schreck BluCactus +1 469 206 5510
Victoria’s Secret’s marketing strategy is effective because the company leverages content and digital marketing strategies to maintain strong communication with its target audience. Do you think these strategies can be effective for your lingerie brand?


If you are a business owner and you’ve been facing challenges in reaching potential clients, we can help you. At BluCactus Arabic, we work with marketing and content creation experts who design personalized strategies to suit your business needs. In addition, we have different long-term service options for you to increase your sales and obtain a higher income. Contact BluCactus Arabic right now.


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