Victoria Secret is one of the top retail brands in North America and the UK. In 2012 alone sales were a whopping $6.12 billion. After seeing a post on Cheralyn Chok’s blog, I too got excited by the opening of the flagship store on the corner of Robson and Burrard in Vancouver.
Not only does Victoria Secret have great merchandise but also effective marketing strategies. This includes an annual fashion show hosting worldwide entertainers such as Maroon 5 and Taylor Swift as well as famous and absolutely stunning models from around the world. I agree with Cheralyn that the fashion show has extremely high costs of approximately $13 to $15 million but it also has high returns. The revenue and exposure that is generated from the single fashion show demonstrates that it is a worthwhile investment. Additionally, the lingerie and clothing brand is advertised in many different outlets that consist of television time, online advertisements and magazines. With an efficient online store and numerous stores worldwide, their products are really accessible any where.
It is evident that Victoria’s real secret does not involve angels at all but marketing strategies.
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