Value proposition of a company should be designed based on its’ customers segments, and the products and service this company provides should meet their targeted customers’ need. The success of Victoria’s secret can prove this point.

Victoria’s Secret is one of the most famous lingerie companies in America. Along with the growing of the company, VS also start its makeup line and clothing line, but talking about the most well known product of this company, it is definitely gonna be its lingerie. The customers VS targeted at are young female buyers who have money, have taste of fashion, want to have a luxury life style and also chase name brand, so the lingerie VS produces is known as the sign of sexiness, style, and luxury. In this case, what the company provide matches what the customers need, so no wonder VS’s lingerie sells very well. Maybe Victoria’s Secret’s lingerie is quite expensive, but the company is targeting at the customers who are not price sensitive at the first place, so as long as the company have put the image of sexiness and luxury in its’ customers’ mind, they will pay for the products even they’re not cheap at all.

References:

1. http://zh.wikipedia.org

2. COMM101, Section106, class8, Sep.30th.2014