CHAP. 8 SEGMENTING AND TARGETING MARKETS

Victoria's secret has been on the market over almost 40 years. Eight years prior to founding Victoria's secret, Raymond was embarrassed when purchasing lingerie for his wife at a department store. Realizing that other men felt the same way, the man saw an opportunity to create a lingerie store designed to make men feel comfortable shopping. Unfortunately, selling lingerie to male customers was increasingly unprofitable and Victoria's secret headed the bankruptcy.

Limited Brands decided to buy the company and made Victoria's secret a multi-billion business. The major modification Limited Brands did was changing the target market. It was no longer men buying for their wives but for women themselves. Middle class women from 18 to 45 is the new target market. As time goes by, the company became wide and segmented into beauty products, underwear, swimwear, sportswear, clothing for teenage girls.

Victoria's secret target market is middle class women who particularly value their image and feel confident in their skin. It is segmenting markets on the basis of personality, motives, lifestyle, and geodemographics: psychographic segmentation. Its targeting strategy is multisegment because products are designed toward many different types of women according to their age, style and taste. For example, PINK is a sub division of Victoria's secret for teenager girls.
Victoria's secret products are created to make women feel glamorous, confident, sexy and beautiful in their skins. The company sell to those women no matter where they come from ( UK, America, Canada, United Arab Emirates etc. )