Brand Awareness

Victoria's Secret does a great job when it comes to brand awareness.  When they want consumers to get excited for the holiday shopping season, they put on a show to spread the awareness of the brand.  However, this is not just any show.  Victoria's Secret creates a media spectacle with its annual Victoria's Secret Fashion Show.  The show is seen by millions worldwide during the Christmas buying season and generates tons of publicity for the brand.  Besides the fashion show, Victoria's Secret is mostly known for their celebrity models.  These models are the key factor in spreading the brand awareness for the company.  The models go on interviews and appearances, make commercials and pose for the catalogue in order to create a buzz for the awareness of the brand.  Lastly, Victoria's Secret is on almost every social media website there is.  They have pages on Facebook, LinkedIn, Twitter, Instagram, etc.  They are really getting involved in the social media aspect of E-commerce.  This is how they let their customers know what is going on with the company and new products or promotions that are going to take place.   

Building awareness for Victoria's Secret outside the U.S. is especially important now that the company has begun to expand internationally.  They have opened a few Victoria's Secret shops in international airports, such as in Dubai and Buenos Aires, that will serve as a testing ground for overseas expansion.  In order to bring more awareness internationally, they should look into cheaper shipping costs to international countries as well as expand where they ship to.  By doing this, their brand awareness will spread tremendously fast.