What is Victoria’s Secret’s marketing strategy?

BluCactus - What is Victoria's Secret's marketing strategy? - Beautiful woman model

What is Victoria’s Secret’s marketing strategy? Victoria’s Secret is one of the world’s largest women’s clothing companies. The reasons can be many, but one of the most obvious is related to it’s marketing strategy. The fact is that marketing has become a crucial element for any business model, especially to be connected to the digital world.


But not only that, since marketing is a skill today that´s necessary for any company. Therefore, it is likely that Victoria’s Secret marketing strategy can serve as an inspiration for you as a business owner in the UK.


Let’s see how the Victoria’s Secret brand has evolved and how it has become a leading brand today.


Victoria’s Secret as a company


BluCactus - What is Victoria's Secret's marketing strategy? - Beautiful woman modelVictoria’s Secret is a company headquartered in the United States, and its beginning was thanks to Roy Raymond in 1977 in San Francisco.


Today it is the most popular lingerie retailer in the world, operating through franchises in Europe, Asia Pacific, Canada, and the United Kingdom. It can be said that this company has served as an inspiration for local brands as they are considered pioneers in the lingerie industry.


Today, the brand has more than 1,000 stores in the United States alone. In addition, it controls a third of the world’s lingerie market.


For example, the Pink brand is a lingerie brand for ladies and is the main product line of this company.


Victoria’s Secret Marketing Strategy


BluCactus - What is Victoria's Secret's marketing strategy? - Beautiful woman modelIt is worth noting that different marketing strategies have guided Victoria’s Secret for many years. Regarding its segmentation, targeting, and positioning, these are the elements that stand out the most:


Segmentation, Victoria’s Secret’s marketing strategy.


  • As a business, it follows a B2B and B2C model.
  • It has a large number of collections and accessories for men, women, and children.
  • This is a company that offers a variety of ethnic and western clothing. It also has various accessories such as clothing, sunglasses, bags, etc.
  • It’s price range varies from mid-high to premium to fit the consumer’s budget.




  • In general, their target group remains in an age range between 16 to 26 years and 20 to 40 years.
  • The company targets populations who want to wear fashionable clothes at the beginning of their university studies. Also, they are aimed at people who usually attend events and need new clothes at a high price range.


Positioning, Victoria’s Secret’s marketing strategy.


  • It offers designer clothes.
  • Their collections cover different sizes and styles.
  • You know how to meet the emotional needs of your target audience.
  • Its position in the market allows it to satisfy the needs of its public by offering personalised services.


Victoria’s Secret Marketing Campaigns


BluCactus - What is Victorias Secrets marketing strategy? - Beautiful woman modelVictoria’s Secret has been a very creative company when it comes to unleashing its campaigns, and these have been some of the most interesting:


Email Marketing, Victoria’s Secret’s marketing strategy.


Email marketing has become an exciting Victoria’s Secret marketing strategy. This allows you to preview your new collections to your email subscribers. But that’s not all, since they also offer newsletters and coupons with very attractive offers. However, your email marketing campaign has attracted more people to sign up for the newsletter, which automatically translates into new sales for the company.




What customer does not like liquidations? In order not to lose the attention of its customers, the company carries out two sales a year, including perfumes, cosmetics, lingerie, and much more. Also, offer prices with tentative discounts of up to 50%. Likewise, weeks before the liquidations, they use their marketing strategy to a maximum level through social networks.


BluCactus - What is Victorias Secrets marketing strategy? - Beautiful woman model

Social Media Marketing, Victoria’s Secret’s marketing strategy.


Victoria’s Secret lives on various social networks such as Facebook, Pinterest, YouTube, Twitter, and Instagram. In this way, they have acquired a significant commitment in these communication channels, with Instagram being the social network with the largest number of followers (73.4 million and 2,979 followers).


Its content is promotional mainly to show the launch of its products. The company’s objective is to use social media where more visual content is required.




BluCactus - What is Victorias Secrets marketing strategy? - Beautiful woman modelInfluencer Marketing.


For the year 1997, the brand launched a product called “Angel’s underwear,” which was marketed through a TV commercial in which supermodels participated. Each year they had a runway promoting the lingerie which many supermodels participated in such as: Adriana Lima, Taylor Hill, Gigi Hadid, Heidi Klum, Tyra Banks, Bella Hadid, Cara Delevingne. Aswell as the supermodels they also had A list singers such as Taylor swift, Adam levine, Halsey, The Chainsmokers, Shawn mendes etc throughout year and millions tuned in to stream. which gave more exposure to the brand.



The so-called “angels” have been the brand ambassadors and influencers for the brand.


They are the spokespersons for the brand by participating in fashion shows, talk shows, marketing campaigns, and much more. Some of the angels who have become popular influencers are Rosie Huntington, Heidi Klum, and Kendall Jenner.


BluCactus - What is Victorias Secrets marketing strategy? - Beautiful woman modelContent Marketing, Victoria’s Secret’s marketing strategy.


For its content marketing strategy, Victoria’s Secret has been active on social media. This is because your sales are a conversion from your social media posts and engagement with your content.


So, the brand does not want to share boring content with its audience, and for this, it publishes images and videos with amazing models, incredible landscapes, catchy hashtags, and subtitles.


As a result, these types of content have effectively increased engagement with their target audience. Most social media platforms are about visual appeal, and brands need to understand this to get noticed and increase revenue.


Did you like Victoria’s Secret’s marketing strategy?


BluCactus - Ken SchrenkThere is no doubt about the effectiveness of Victoria’s Secret’s marketing strategy. The company has used content and digital marketing to maintain continuous communication with its target audience. The clothing industry can be guided by strategies like these for its evolution as a brand. Do you think these strategies can be effective for you if you have a lingerie brand?


If you are a business owner and it has been difficult for you to reach your potential clients, at BluCactus, we can help you. Our marketing and content creation experts will be in charge of designing personalised strategies that fit your business. In addition, we have different long-term service options for you to increase your sales and obtain a higher income. You can contact us right now to talk about your project and needs.


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