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Part 2 of 2 - A collection of information about Victoria’s Secret
Victoria’s Secret Marketing Strategy
by Taylor Scruggs and Kaitlin Parsley
Consumer Engagement in Digital Channels-The Marketing Strategy of Victoria’s Secret
Context and Background Information
Size, Product, and Location
Victoria’s Secret is part of the Limited Brands Company. It is based out of Reynoldsburg, Ohio. Victoria’s Secret specializes in lingerie, swimwear, beauty products, sleepwear, hosiery, etc. Currently operating 1,017 stores in 49 states, Puerto Rico, and Canada, the company annually generates around $4,564,000,000 of revenue in their stores. Victoria’s Secret consists of Victoria’s Secret PINK, Victoria’s Secret Beauty, and Victoria’s Secret. Victoria’s Secret Direct, their combination of catalogue and VictoriasSecret.com, generates annual revenue of $1,557,000,000. (Brands, L)
Victoria’s Secret’s target market is the middle class woman, or a man shopping for a middle class woman. They expanded on reeling in this market group further in the 1990’s by signing relatable supermodels, such as Tyra Banks, Heidi Klum, and Karolina Kurkova. As for capitalizing on the men shopping for women’s lingerie, the original intent when designing the Victoria’s Secret retail store was to make a gentleman feel comfortable while shopping for lingerie for gifts. (Secret.Ezinemark.com) While their target market is the middle class woman, Victoria’s Secret PINK line often attracts people slightly outside of that market, such as the younger, college age woman. The bright colors, trendy prints, and younger and smaller attire appeal to a more casual, laid back market than the traditional Victoria’s Secret line. The product selection of that line often inspires young teens and high school age girls to shop at the store.
Victoria’s Secret capitalizes on value proposition by employing some of the most beautiful, charming women in the world. Models such as Gisele Bundchen, Miranda Kerr, Alessandra Ambrosia, Candace Swanepoel, Heidi Klum, Tyra Banks, and many others have all been “Angels” for the company. The Victoria’s Secret Angels are the face of the business, and the company is very selective when choosing who their next “face” will be. Victoria’s Secret’s intent when choosing their next Angel is to choose a woman who, not only will appeal to a man, but specifically to a woman. They choose a model that has a beautiful face, along with a beautiful body. All of their models are charming and well liked by the general public. Victoria’s Secret consistently turns down models that they do not feel are up to their standard of class and beauty. By employing these models, Victoria’s Secret inspires their consumers to believe that by purchasing the lingerie, they will look as beautiful and angelic as the models wearing it. Notice that none of the Victoria’s Secret models ever look sleazy or cheap; they always look classy and sophisticated, even when wearing a bra and underwear. By using these models, Victoria’s Secret gives value to the consumer, helping them to believe that they could look that way in their garments or by using their beauty products. Victoria’s Secret promises and fulfills an idea of beauty and fantasy to their consumers.
Current Marketing Strategy
Victoria’s Secret is currently operating under an Omni integrated digital strategy.
They are active in social media; their Facebook page is the 2nd most popular retail store on Facebook with 18.5 million fans. It’s the 18th most popular brand on Facebook. Not only does Victoria’s Secret make use of the website Facebook, they are also popular on Twitter, Pinterest, and YouTube. (Wakefield, 2012)
Victoria’s Secret also relies heavily on email marketing. Whenever a new style of bra, underwear, sweats, is produced, they “email blast” their customers, by sending them multiple emails a day. They also email blast when a large sale is going on in-store or online.
As far as mobile marketing goes, Victoria’s Secret has an application for Android, IPhone, IPad, and IPod. On this app, their online selection can be browsed and shopped. Not only is there an application for Victoria’s Secret, there is also one for their separate PINK line. They also use texts alerts that are sent directly to a customer’s cell phone. (VSAllAccess)
Victoria’s Secret Fashion Show
Victoria’s Secret holds a fashion show every year, broadcasted on CBS. Currently, 17 fashion shows have been held and they are immensely popular, with men and women tuning in to view. The fashion show typically has a $12 million budget. (Mau, 2011)
Every year, the day after the fashion show has been broadcasted, Victoria’s Secret holds a promotional event in store where shoppers can receive a Victoria’s Secret Fashion Show t-shirt with a $75 purchase. This event always energizes their business the day after the show has been aired.
Victoria’s Secret is active in television advertisements as well. Their Super Bowl commercials are always very popular and sell the idea of Victoria’s Secret, rather than the product. The first Victoria’s Secret Super Bowl commercial lured more than 1,000,000 people to their website, which in turn, crashed and was shut down temporarily. (Howard)
Semi Annual Sale
Victoria’s Secret is notorious for their semi-annual sale, which they hold twice a year. At this sale, bras and underwear are sorted into pink bins by size. The products are thoroughly reduced, and always draws a large crowd.
VS All Access
Victoria’s Secret All Access is a page located on their website. On this page, additional information such as makeup tips, supermodel biographies, an insider’s look at the Victoria’s Secret fashion show, and news events are shown. VS All Access gives the consumer a more personal experience with the brand. (All Access, VS)
Victoria’s Secret will often mail out a “free panty” card to their shoppers every month. This is a no purchase necessary coupon. They also email out “$10 off a bra” cards. These coupons really get the customers in the door. (Smith) Even though this is a no purchase necessary coupon, rarely do consumers leave without purchasing something else.
On their website, victoriassecret.com, numerous offers will appear. These offers often include $25 off your purchase, free shipping, etc. Currently the website is offering free shipping with a $100 purchase offer code. They are also currently hosting a 20% off clearance items on their website. (Victoria’s Secret.com)
One strength of Victoria’s Secret’s current marketing strategy is that they are utilizing all of their social media platforms. They are extremely active on Facebook, Twitter, YouTube, Pinterest, LinkedIn, and Instagram. They also utilize television commercials, rather than just completely relying on those who follow social media. By participating in traditional and digital advertising, they are impacting a larger audience. Victoria’s Secret also has strength in numbers. Because of the large amount of stores that they offer, they are able to reach a large consumer base. They are a well-established brand, so their name is already renowned in the market.
Victoria’s Secret has very few weaknesses to their marketing strategy. They could benefit from a more seamless flow between channels. If their product selection were offered at all locations, the customer would have an easier and more predictable shopping experience.
Victoria’s Secret has opportunities for more business. Several retail stores such as The Buckle and Nordstrom’s offer guest loyalty programs. When a customer comes in and is drawn to a certain type of product, the sales associate or the store manager can let that customer know when more arrives. Nordstrom’s also does personal phone calls whenever a storewide sale is taking place. Victoria’s Secret could benefit from personalizing the shopping experience at their store.
Some threats to the profitability and success of Victoria’s Secret could be the current economic situation and their competitors. Competitors to Victoria’s Secret include Aerie (American Eagle) and Gilly Hicks (Abercrombie and Fitch). Gilly Hicks and Aerie both specialize in loungewear, lotions, body products, lingerie, and undergarments. (Kerr, 2010) Aerie and Gilly Hicks are both very active in social media as well. Recently, Aerie pushed users to “Like” their Facebook page. By doing this, the consumer would receive a text message rewarding them with free shipping. (Johnson, 2012) Victoria’s Secret currently doesn’t offer any “rewards” via their social media pages.
Deficiencies in the Current Marketing Strategy
Victoria’s Secret is highly active in their social media. They utilize all of their platforms, and they quickly and efficiently respond to consumer questions on their social media pages. They post statuses and pictures that engage and inspire interaction between consumer and retailer. However, one deficiency in Victoria’s Secret’s marketing strategy is that their email blasts are not targeted in any way. Many times, the products mentioned in the email are not even available in stores near the person receiving the email. This can lead to frustration with the company and potential loss of business. Another deficiency is that the same merchandise is not carried across all channels. Online, Victoria’s Secret carries every product they offer. However, some stores do not offer swimwear and none of their stores offer the clothing that is shown online. Their product selections need to match up, so that the consumer knows what to expect when entering into any Victoria’s Secret. Another deficiency in the Victoria’s Secret marketing strategy is all aspects of their PINK line are not offered at every store. Some stores in Texas do not carry the Texas Rangers, Texas Longhorns, or the Texas A&M line. By offering these lines in all Texas stores, Victoria’s Secret would gain more sales driven by the fans of those sports teams. Victoria’s Secret would also do well in offering a coupon or promotional offer through their social media pages. A “Like this Picture” offer would be appropriate for them to do. This would draw consumers to their social media platforms.
Digital Marketing Strategy Including Financials
Check In Store Option
A tool that Victoria’s Secret could implement in order to grow their business would be a “Check In Store” option on their website, along with a Pick Up in Store tab. This currently is not offered on their website, but would definitely be useful for consumers looking to try on the product before purchasing. Their PINK page on the website offers a “Find Which Store Carries Your Team’s Gear” option, but their traditional page does not offer it for swimsuits, bras, underwear, or any other products.
This would be a relatively easy installation for Victoria’s Secret. Stores already keep a continuous track of their inventory levels and what products they have on hand, which corporate offices are aware of generally. The only cost of implementing this strategy would be to pay the Webmaster to install it on the website, and to continuously synchronize the Check In Store option with their current inventory levels. Implementing this tool to their website would tremendously help in the sales of products such as swimsuits, makeup, bras and other items that the consumer would prefer to see in person before purchasing.
Incorporating a tool like this to Victoria’s Secret would give them one more leg up over their competitors. By having a Check In Store option, online consumers will quickly become in store consumers. This gives Victoria’s Secret a chance to personalize their exchange more so than if they were just shopping online. The success of the Check In Store tool could be measured by the use of metrics. Metrics that could be used include online surveys of consumer satisfaction with the Check In Store option. Cookies could be used to track the amount of time consumers. Victoria’s Secret could also measure the success of the Check In Store option by analyzing the shopping carts. If consumers are adding items to their shopping carts, but purchasing less frequently than before, they are most likely purchasing the product in store now.
Improving Upon Design of PINK Website
Victoria’s Secret could also improve on their current PINK tab on their Victoriassecret.com website. Currently, the PINK tab is formatted with the same layout as the original Victoria’s Secret part of the website. By changing the layout and perhaps making it trendier, Victoria’s Secret could even further appeal to the younger and more hip consumer that PINK attracts. Some editing that Victoria’s Secret could implement to the PINK portion of their website would be to change it from the traditional pink and white color scheme that the entire website uses. Victoria’s Secret PINK provides a lot of bright colors in their product range, as well as trendy prints. Leopards, stripes, floral, and polka dots are all seen on their product assortment, and this would really help the product identity better match the website identity. PINK products also can be seen in neon colors: lime greens, hot pinks, fluorescent oranges, fluorescent yellows, etc. It would be helpful if the website mirrored this design.
A full website overhaul can cost anywhere from $1,000 for a smaller company, to $18,000,000 for a larger company. (Ralph, 2012) For a company such as Victoria’s Secret, they would be looking at spending upwards of a $1,000,000 to master the PINK aesthetic on their PINK website.
By revamping the layout of the PINK portion of Victoriassecret.com, they can really capitalize on their brand image and increase brand loyalty. By having the website mirror the product that is sold, brand cohesiveness and continuity are really exemplified. Very few things that PINK sells are unique to them; they sell sweats, bras, panties, perfume, lotions, bags, clothing, etc. By having a cohesive brand image, they will create brand loyal consumers who shop at PINK not just for the product, but for the image that the brand has created for itself.
The success of the new layout of the PINK portion of the website could be measured using online surveys. These surveys could be posted on Victoriassecret.com and would measure consumer satisfaction with the website revamp. Cookies could also be used to track the amount of time that consumers are spending on the PINK portion of the website with the new layout, and to track if it is increasing as opposed to the old layout. Victoria’s Secret could also analyze their shopping carts on the website and see if the click to shopping cart rate has increased, as well as the shopping cart to buy rate.
Strengths of the Digital Marketing strategy that will be implemented include a more cohesive brand image. By updating the PINK segment of the Victoriassecret.com website, a more cohesive brand image will be formed. This will increase brand loyalty among their consumers, and further set them apart from their competitors. Another strength is that the Check In Store option will put them on pace with some of their competitors. Aerie already offers a check in store option on their website, and Victoria’s Secret needs to do the same in order to stay competitive.
Weaknesses of the Digital Marketing strategy that will be implemented include cost. Revamping the PINK portion of the website could cost upwards of a$1,000,000. Victoria’s Secret is a highly successful company, but that is a lot to take in. Seeing as their PINK brand is already immensely successful, the cost of this redesign could be a weakness. The Check In Store option of the Victoriassecret.com website could possibly not end up being entirely accurate. In order for it to be fool proof, nationwide inventory levels would have to be continuously monitored.
Opportunities of the Digital Marketing strategy that will be implemented include sales. By having a Check In Store option on their website, those products that require greater decision making time would be much easier to buy. Products, such as swimwear and makeup, are more appealing to buy in store, rather than online. By updating their PINK website, there will be an opportunity to further distance the PINK line from the traditional Victoria’s Secret line. PINK is already opening stores separate from the Victoria’s Secret stores, and it would make sense for them to distance themselves by reformulating their website layout.
Some threats that Victoria’s Secret might incur due to the Digital Marketing Strategy that will be implemented include consumer dissatisfaction with the new layout of the PINK portion of Victoriassecret.com. Consumers might find the new layout unfamiliar, or be turned off to the bright colors, etc. The smaller market of consumers who do not fit PINK’s target market may feel that the brand no longer appeals to them due to the brighter colors, etc on the website. The Check In Store option could also decrease Victoria’s Secret’s E-commerce business. Consumers might heavily prefer shopping in store rather than online, and might choose that option over online shopping all together
All Access, V. (n.d.). Connect. Retrieved from http://vsallaccess.victoriassecret.com/connect/
Brands, L. (n.d.). About:victoria’s secret. Retrieved from http://www.limitedbrands.com/our_brands/victorias_secret/about.aspx
Howard, T. (n.d.). Victoria’s secret back to flirt with super bowl. Retrieved from http://abcnews.go.com/Business/story?id=4135012&page=1
Johnson, L. (2010, May 15). American eagle outfitter’s aerie rewards facebook fans via time sensitive sms message . Mobile Commerce Daily. Retrieved from http://www.mobilecommercedaily.com/2012/05/15/aerie-rewards-facebook-fans-via-time-sensitive-sms-message
Kerr, T. (2010, September 07). Gilly hicks, the lingerie from down under. Examiner. Retrieved from http://www.examiner.com/article/gilly-hicks-the-lingerie-from-down-under
Mau, D. (2011, November 08). The evolution of the victoria’s secret fashion show from 1995 to now. Retrieved from http://fashionista.com/2011/11/the-evolution-of-the-victorias-secret-fashion-show-from-1995-to-now/
Ralph. (2012, March 29). [Web log message]. Retrieved from http://www.intuit.com/website-building-software/blog/2012/03/7-essential-steps-to-a-successful-website-redesign
Smith, J. [Web log message]. Retrieved from http://www.qualitylogoproducts.com/blog/4-victorias-secret-marketing-tricks/
Wakefield, K. (2012, May 21). Victoria’s secret gets it right on facebook. Retrieved from http://contently.com/blog/victorias-secret/
If you missed the first part of this 2 part articles, please visit Victoria’s Secret in Review – Part 1.
A Collection of Information about Victoria’s Secret
Victoria’s Secret Stores, Inc. was founded in 1977 and is based in Reynoldsburg, Ohio and operates as a specialty retailer of apparel, lingerie, and personal care products for women. It offers bras; panties; lingerie; sleepwear products that include pajamas, nighties, and sleepshirts; and dresses, tops, yoga and loungewear, sweaters, pants, denim wear, shorts and rompers, skirts, suiting, jackets and coats, handbags and accessories, hosiery and shape wear, and gift cards. The company also offers shoes, including sandals, heels and pumps, walking workouts and sneakers, ballet flats, and boots; swim suits and accessories; fragrance, body care, makeup, skincare, and hair care products; and travel products and accessories. It serves customers through its stores and other retailers in the United States and internationally. The company also sells products online. Victoria’s Secret Stores, Inc. operates as a subsidiary of Intimate Brands, Inc.
The marketing secrets of Victoria’s Secret
By Sapna Maheshwari, Bloomberg News
Victoria’s Secret is thriving using a marketing strategy that seems more “Mad Men” era than from the age of Twitter.
While other big brand retailers try to hone their social-media skills, the intimate-apparel chain is creating excitement with a network TV holiday fashion show featuring young women wearing Swarovski crystal-decorated lingerie strutting down a runway in 6-inch heels.
The show, in its second decade, serves as the cornerstone of an efficient marketing machine: Last year, the special received its highest rating since at least 2002, with 11.5 million viewers. Most viewers are women.
The approach is paying off. Victoria’s Secret’s sales have risen 7 percent in the past three quarters to $4.33 billion after posting a record $6.1 billion in revenue for the year through Jan. 28. The chain is the biggest unit of Columbus, Ohio-based Limited Brands Inc., followed by Bath & Body Works.
The TV show, scheduled for 9 p.m. Dec. 4 on CBS, is “essentially an hourlong commercial, and really, that is unheard of,” said Erika Maschmeyer, an analyst at Robert W. Baird & Co. “There are a lot of places to buy intimate apparel, but there’s no other place that has such a strong brand connotation to it, and I think the fashion show is definitely a part of that.”
The lingerie chain’s marketing approach is in sharp contrast to industry trends. Retailers, which may see online sales grow to 16 percent of $586 billion in revenue this holiday season, have increased digital efforts at the expense of more traditional advertising. Gap Inc., the biggest U.S. specialty apparel retailer, has added to social media and moved away from television and print ads, while department store company J.C. Penney Co. exited its catalog business last year.
Viewers can’t buy much of what the models wear in the fashion show aside from Victoria’s Secret’s bras and panties, as elaborate costumes range across themes such as “Circus,” “Calendar Girls” and “Silver Screen Angels.” Silk jeweled corsets, feather bustiers and wings of all types were styled around the underwear to create the lingerie-clad version of a tiger in one walk to a Native American chief in another.
“As soon as this one finishes they start working on the next,” said supermodel Miranda Kerr. “There’s so much attention to detail in the underwear, everything is hand-stitched.”
Victoria’s Offline focus
The chain does use Facebook, Twitter and email to draw Web traffic and build excitement around new collections and events such as the fashion show. Web and catalog sales rose 4 percent to $1.56 billion in the latest year, a quarter of the business, while revenue at Victoria’s Secret’s 1,000-plus stores rose 14 percent to $4.56 billion.
Still, the Internet doesn’t drive a lot of “emotional content,” Chief Financial Officer Stuart Burgdoerfer said in an Oct. 17 presentation to investors. Victoria’s Secret and Bath & Body Works emphasize the product and in-store experience above all and aren’t aiming to be leaders in technology, he said.
Victoria’s Secret spends about $220 million a year on the catalogs sent to customers’ homes, including postage, creative, printing, paper and circulation, the biggest expense of its direct business, according to a job posting on its website.
Limited Brands’ 20 percent stock gain this year trails the rallies at specialty retailers Urban Outfitters Inc., which has added 35 percent, and Gap, with an 86 percent rise. It has beaten both in the past five years, as well as the Standard & Poor’s 500 Retailing Index, by more than doubling to $48.31 as of Monday.
Limited Chief Executive Les Wexner, the longest-tenured CEO in the S&P 500, according to data compiled by Bloomberg, has spun off apparel brands including the Limited stores, Abercrombie & Fitch Co., and Express Inc., while keeping Victoria’s Secret and Bath & Body Works.
“He truly views intimate apparel and personal care as more attractive categories,” Maschmeyer said.
Victoria’s Secret is the biggest specialty retailer for intimate apparel, mainly competing with department stores for business, and created demand for items like push-up bras and colorful underwear in the way Lululemon Athletica Inc. has helped create a market for trendy yoga wear, she said.
Victoria’s Secret’s models, known as “Angels,” are a major part of the brand’s image, appearing in the fashion show, catalogs, stores and advertisements. The website features a “VS All Access” section for learning more about the group, which includes Adriana Lima and Kerr. Unlike brands that hire celebrities to market their apparel or design new lines, modeling for Victoria’s Secret launches careers. Alumni include supermodels Tyra Banks, Gisele Bundchen and Heidi Klum.
How Victoria’s Secret Became The Most Popular Apparel Brand In The World
by Ashley Lutz
Victoria’s Secret is now the most popular brand in the world, beating out established giants like Levi’s, Macy’s, and Old Navy
The lingerie brand ranked number one in the annual YouGov BrandIndex perception study of apparel brands.
In addition to that accolade, Victoria’s Secret has reported record sales for three years straight, defying the challenges that destroyed competitors like Frederick’s of Hollywood.
How did Victoria’s Secret do it?
Through years of expensive and impeccable marketing.
“It’s hard to generate increased buzz on a regular basis without spending a lot on advertising and promotion,” Ted Marzilli, global managing director for the BrandIndex, told WWD.
The lingerie chain’s ramped-up marketing efforts are best-demonstrated by its annual fashion show.
In 1995, Victoria’s Secret spent $120,000 on the show. Last year’s extravaganza was estimated to cost more than $13 million.
The fashion show has become an American tradition, with 9.3 million viewers in 2012. The company shelled out to hire young talent like Justin Bieber, undoubtedly bringing in a new crop of customers.
“Our show is seen, in one way or another, in over 200 countries in print, Facebook, YouTube, and television specials,” Ed Razek, chief marketing officer, told the Business Of Fashion in 2011. “It is must-watch television for young women in the United States. They learn to walk in high heels in this show.”
The brand is also careful to appeal to a wide range of women. While Frederick’s of Hollywood limited itself to kinky lingerie, Victoria’s Secret launched a PINK line that’s appropriate for teenage girls.
Smart marketing made Victoria’s Secret the leading American brand.
“I think the secret sauce on Victoria’s Secret is super simple: ton of marketing (online, print, and through in store deals) and consistent new product introductions (bras) that make the stores seem fresh every time the customer walks into, or by, the store,” said Brian Sozzi, chief equities analyst at NBG Productions.
4 Victoria’s Secret Marketing Tricks That Get People Through the Doors
by Jaimie Smith
Victoria’s Secret implements amazing marketing strategies, plain and simple. It’s also one of my all-time favorite stores, which is why I get roped into shopping there whenever they advertise something new.
In order to keep good business flowing, stores need strong marketing strategies. If they do not have people coming into their store, they obviously will not have much business. Victoria’s Secret is well aware of this, and they constantly give customers reasons to visit by sending them coupons, special offers, and best of all — free stuff!
The following “tricks” seem to work exceptionally well to draw in Victoria’s Secret customers:
1) Who wouldn’t want a free Victoria’s Secret panty?
Freebies: The “Free Panty” coupon is one of my favorite methods. Victoria’s Secret sends these out every month to all of their customers, and the best thing about this coupon is that there is no purchase necessary. Many times when stores give out coupons to receive free items, it is required that you buy something first. However, people love this particular offer because they can receive a free panty just by walking into the store and handing over the coupon.
How does this help Victoria’s Secret? Giving away a free item gives customers a reason to go into the store. There aren’t too many people who will just go in the store, get their free item, and then walk out. Every time I go in to claim my prize, I always end up stopping to look around at everything else (and usually end up falling in love with something that I really did not need). I end up spending money every time, and that’s a nice profit for Victoria’s Secret. They’ve gained more business just by handing out a small panty that most likely costs them very little!
2) Exclusive, Limited-Time Coupons: Another one of their great techniques is when they send coupons for “10 dollars off any Pink purchase.” In this situation, customers would receive $10 off any Pink brand item bought in the store. Pink is extremely popular for Victoria’s Secret, and there’s a wide selection in this line. There’s something for everyone. Why not see if you can save on a higher-priced item you may have had your eye on?
How does this help Victoria’s Secret? They may provide $10 off, but they’re getting you to spend money there. Again, the incentive gets customers through the door and the sought-after merchandise urges them to stick around and do some more shopping.
3) The Semi Annual Sale draws huge crowds each season!
Clearance or Bargain Sales: Victoria’s Secret also holds their Semi Annual Sales to drum up business. These sales occur in the winter time (usually every January) and also every summer. These sales are huge (some ladies ransack the displays to find the best deals) and they get tons of people into their store. I don’t think I have ever been to a Semi Annual Sale where I didn’t have to wait at least 15 minutes in line to pay for my purchases — that’s just the way it goes. Many of the items that go on sale during this time are usually discounted between 40 and 70%. People who love Victoria’s Secret go crazy over these prices, because on a regular day, their prices aren’t usually that cheap.
How does this help Victoria’s Secret? Bargain-hunting customers usually buy as many pairs of unmentionables as they can, which not only brings in cash but also clears out previous-season merchandise. This frees up space for new designs, which people catch previews of while they’re waiting in line to pay for their purchases.
4) Incremental Incentives: Not every patron sees the appeal of waiting in lines for the best prices, and VS understands that. That’s why they incorporate online-only deals…one of which got me just the other night. For example, they may give a $15 discount for every $100 spent, $30 off for every $150 spent, or maybe even $75 off for $250 spent. This incremental technique is another way for the store to gain new business.
How does this help Victoria’s Secret? Incremental incentives encourage people to buy more for a price break or discount. This is especially beneficial for customers who may be near a price break — let’s say you have $90 worth of merchandise in your cart. Wouldn’t you be likely to add one more item if you knew you could then use the coupon for $15 off? I would.
Now, I am sure there are some people out there who may not think these are good marketing strategies, or that they’re deceitful in some way. But I’ll say one thing: they at least get people like me into their stores to spend money!
How else do stores encourage customers to spend money? Anything else we can learn from Victoria’s Secret’s marketing initiatives?
For additional information about Victoria’s Secret, please continue reading Part 2 – A Review of Victoria’s Secret
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Color can express thing words can’t always say. In fact, color can truly be another form of non-verbal communication. It is dynamic and the meaning of colors can change from one day to the next with any individual. The meaning of colors can vary depending on particular cultures and circumstances. Each color has many aspects to it but you can easily learn the language of color and use it as you select the ensembles for your next special date night with your partner.
This spring and summer pastel colors will be all the rage. Let’s take a look at a few color meanings (that can be applied to both pastel and classic colors) and how they might affect your lingerie choices this season.
Blue – The color blue represents trust, honesty and loyalty. It is sincere, reserved and quiet, but still very unique. It makes an ideal linger choice as the color blue exhibits an inner security and confidence. A blue classic babydoll or chemise would be an ideal choice for your next cozy night in.
Green – Green is the color of balance and harmony. From a color psychology perspective, it is the great balancer of the heart and the emotions, creating equilibrium between the head and the heart. This makes it an excellent choice for lingerie as it can create a harmonious and balanced feeling in the bedroom. If you’re in a green mode, consider a cute corset or long gown if you’re in a more romantic mood.
Red is an exceptionally popular lingerie color and should in no way be reserved strictly for Valentine’s Day or Christmas. Color experts agree that red lingerie denotes a passionate, dramatic and driven woman who is not afraid to ask for what she wants. Red is the color of passion, so if you’re feeling particularly excited and frisky, try a sexy red teddy or babydoll to illustrate your mood.