CHAP. 10 PRODUCT CONCEPTS

Victoria's secret is a strategic business unit of Limited Brands. The company includes a diverse product mix which including: underwear, sleepwear, seasonal wear, accessories, swimwear and beauty cosmetics. The main strategy of Victoria's secret focuses on marketing efforts ensuring brand recognition through several tactics such as: fashion shows, celebrity endorsements, catalogs and advertising. Currently, the company sells to customers in over 80 countries though their direct website. VS always provide good quality and variety on their products, for it makes them a brand loyalty which the majority prefers Victoria's secret over the competitors. It dominates its world with modern-style, fashion-inspired collections, prestige fragrances, cosmetics, celebrated supermodels and world famous runway shows. Victoria's secret products range from intimate apparel and hosiery to loungewear, body care products, fragrances, cosmetics and fitness wear. 

Furthermore, Victoria's secret expanded its product line by creating PINK which is targeted only toward teen girls. PINK provides underwear but also clothing ( shoes, sportswear, swimwear ).

At Victoria's secret there are two ways to shop, you can shop by collection or by style. For example, to shop lingerie items, customers have the opportunity to chose among many product lines which is divided by styles and collections. Currently, VS lingerie collections are Very Sexy, Dream Angels and Designer collection. Also, VS lingerie style are Bras & panties, Bustiers & Corsets, Teddies, Babydolls & slips, Garters & garter slips, Gowns & Kimonos and Fragrance.

Victoria's secret is trying to be the dominant young, sexy and sophisticated lingerie and beauty brand in the world. The company is also known for setting trends and creating demand through innovative designs. With presence in almost all major mall in USA and tourist destinations such as shopping centers, airports and major cities, VS aspires to become a destination brand, meaning a customer would be tempted to visit malls just too see the VS store.