CHAP. 15 MARKETING COMMUNICATION

To communicate with customers, companies need to build a good promotional strategy. A promotional plan includes elements such as advertising, pubic relations, sales promotion, personal selling and social media. Victoria's secret is considered as the number one retailer of lingerie and beauty products around the world. It considerably dominates women products market. Its closest competitor are Adore Me, American Eagle Outfitters, Gap and Women's wear Daily.

Victoria's secret competitive advantage is its advertising strategy that consist to hired famous supermodels ( Victoria's secret Angles ) to promote products on TV and on Fashion shows. Every year, the company invests in fashion shows to exhibit new collections on Angels, Also, it invites artists singers to perform during the show ( Rihanna, Taylor Swift, Ed Sheeran ).  Besides the popular annual fashion shows, VS also is part of huge american events like The Super Bowl. This year, the company created a special commercial with Angels playing football.

Furthermore, Victoria's secret always stays connected to its costumers through emails and social medias. The company also has its own catalog, website and smartphone application in which customers can order any products anytime. It promotes discounts up to 50% to customers. Gift cards and reward cards are also available.

Victoria's secret impact is worldwide because it is easily accessible in airports and tourist cities like New York and London.