BRAND SUMMARY
Victoria Secret is an established lingerie brand with a strong global recognition and is America's leading retailer in this industry. The brand offers product such as lingerie, nightwear and beauty, and also offers product from its sister brand PINK. The two brands however have completely separate target markets, with VS aiming at women between the ages of 20 to 45 and PINK aiming towards younger college girls. By having the two, it allows Victoria Secret to cover a larger demographic. Their customers wear the product to feel comfort within their own body and to keep up with the latest trends. Recently, Victoria Secret removed their clothing and swimwear lines in 2016 due to poor profits and to focus on their merchandising. However, they have introduced a Victoria Sport range in order to keep up with the current athleisure trend.
With the lingerie industry taking off within high street retailers, Victoria Secret can be seen as very premium priced for the product that they have to offer. Customers expect quality for the product that they are spending on the brand. Their main competitors in industry would be Agent Provacteur for product and Rigby and Peller for pricing.
They are located in stores worldwide, best known in the UK in large city shopping centers such as Birmingham Bullring and London Westfield Shepherd's Bush. They operate a lot better in cities with a high tourist count and in airports. Within the stores, they are well visual merchandised regarding the offers they have available and categorised well in product type.