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.   

Customer Behavior & Attitudes

You can rarely go into a local shopping mall and not find a Victoria's Secret store.  Victoria's Secret uses "girly" colors like pinks and reds in order to create a visually appealing store for their customer to walk into.  They also use their "sexy" models in order to sell the brand to the consumer.  Advertising plays a large role in the fashion decisions made by the customer of the brand.  Victoria's Secret immediately comes to a person's mind when they think of lingerie, bras and panties.  By using the models to appear in commercials and advertise the brand, the consumer begins to believe that they can be just as seductive as the Victoria's Secret supermodels if they purchase the lingerie.  This is what draws the customer to the stores and what gives them the drive to shop at the store.  

For women who think that the Victoria's Secret line is too sexy for them, the "Pink" line offers a casual alternative that allows young women to feel cute and playful.  A Pink consumer uses personal influences to make purchase decisions.  They like to take their personal sense of style to the next level by wearing clothing that better suits their personalities.