CHAP. 16 ADVERTISING, PUBLIC RELATIONS AND SALES PROMOTION

Victoria's secret is the most popular retailer of lingerie throughout the most powerful countries of the world America, UK and Canada. The reason is they mainly invest in advertising and they know how to keep good relationship marketing with their customers. Advertising is one of the most important factors in marketing in order to sell; a company should establish objectives and strategies on how to make the market aware of its products. Mostly, Victoria’s secret promotes the benefits of its products by using product advertising (pioneering advertisement).

Nowadays, Victoria's secret has become the only name that matters in lingerie. The company controls a whopping 35% of the lingerie market - a remarkable feat for a specialty retail brand. Several brands have tried to compete with the brand but no one has come close to the dominance of Victoria's secret. 

The company’s slogan is “A body for everybody”. It doesn't take genius to understand the appeal of beautiful girls parading in their underwear. But Limited Brands, the company behind Victoria's secret, has turned lingerie marketing into a fine art, or at the very least into high fashion. 

The company has a calculated strategy to for captivating the girls and women in America. The brand's formula for success against competitors is :

1.     Captivating female customers: The brand's advertising team carefully selects models they believe female customers will relate to. For example, longtime Angel Alessandra Ambrosio's image as a wife and mother helps the brand. 

2.     Uniting stores with online: The Company has been streamlining its store and online assortments to give customers what they want. For instance, bras that are promoted in stores are also displayed prominently on the website. The company has been using online data to make smart merchandising decisions in stores.  

3.     Paying attention to international market: Besides targeting in America, Canada and UK, the company entered mainland China this year, which could potentially lead to a much larger expansion. In recent years, VS has incorporated more Asian models into its catalog and annual fashion shows. 

One of their most popular ways to advertise is through the organization of Fashion shows every year with the most popular models and artists thorough the world. Victoria’s secret fashion shows is one of the most watched show in America, Canada and UK and the main factor of its leader rank over the market. Furthermore, VS is also involved in famous event like the Super Bowl. The company created super bowl ads which are released before the games, to promote its Valentine’s Day collection.

Beyond the TV, Victoria’s secret campaign includes social media outreach to millennial consumers via Snapchat, Facebook, Twitter and Instagram. "Social for us—particularly for our customer base—is one of the most significant pieces of our advertising strategy," Razek said. "We've got a very loyal fan base, but the models [also] have a very loyal fan base."