Victoria’s Secret is owned by a man named Leslie Wexner who also owns La Senza and Pink (a sub-label of Victoria’s Secret). Together, these three brands make up around 40% of America’s lingerie market. The next competitor makes up 1% which makes rivalry a very small concern for Mr. Wexler. When you consider that monopoly, it’s hard not to ask how he’s done it. Victoria’s Secret has a unique strategy and has positioned itself on the top of most ladders in the lingerie market. Victoria’s Secret bras are pricey, but worth it, sexy but practical and fit a variety of shapes and sizes. It’s possibly the most visible lingerie brand worldwide and it’s well known by both men and women. So what’s the difference between this brand and the next?Mr. Wexler came up with an incredibly unique marketing strategy that has become a source of income for the company; the Victoria’s Secret fashion show.

When the first VS fashion show happened, no one had ever considered a lingerie fashion show. It was a brand new idea that was just being thrown out there as a marketing ploy. Nearly 20 years later, the Victoria’s Secret fashion show is iconic and synonymous with the brand. It was a ploy that presented lingerie as fashion rather than just undergarments to be hidden by fashion. Mr. Wexler successfully differentiated his brand from all others and has created an enormous amount of success for himself.

works cited

Alexander, Dan. “Victoria’s Other Secret: The Low-Key Billionaire Behind The Lingerie Giant.” Forbes. Forbes Magazine, 30 Sept. 2014. Web. 3 Oct. 2014. <http://www.forbes.com/sites/danalexander/2014/09/30/victorias-other-secret-the-low-key-billionaire-behind-the-lingerie-giant/>.

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