In this August, Victoria’s Secret, the world famous brand of lingerie and sleepwear, was having a grand opening in downtown Vancouver. On the opening day, shoppers started to line-up from 5am. Why is Victoria’s Secret so charming?
The simple reason is that: Victoria’s Secret does pretty well on marketing their products and building a strong brand image. Their fantastic marketing strategies are pervasive from store interior design to their advertisement and supermodels, who are known as “Angels”.
I went to the new store last week. The two-story, 35000-square-foot store really impressed me. The double spiral staircase with the large screen is stunning. The atmosphere is quite different from that in other stores: the colors are vivacious, the floor is sparkling, and the music is upbeat. The interior design, which is pretty and fashion, attracts most of the young girls, who are the main target of the company. This place makes girls feel like a princess.
During the opening period, there was a promotion that if customers buy over 75 dollars, they would get a pink Victoria’s Secret umbrella for free. Lots of girls came out from the store with an umbrella. This strategy is quite smart considering the fall weather in Vancouver. Even if someone didn’t read news, he/she would know Victoria’s Secret comes to Vancouver by seeing the whole street pink umbrellas.
Victoria’s Secret is also famous for their annual super fashion show. Actually, I heard about this fashion show before I knew this brand. The fashion shows have many eye-catching focal points, such as the new designs, the supermodels, the popular singers, and the annual “fantasy bra”. Many girls, who are the main target market, like to watch and talk about this show. The psychological needs make them want to buy and emulate the supermodels.
Although the merchandises of Victoria’s Secret are expensive, consumers are still willing to come to the store and believe the value gained offsets the high price. Creating and providing wonderful value to consumers is the key of the Victoria’s Secret’s success.
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