Come on Victoria, What's your Secret?

Everyone women knows the brand and every man dreams about what is really Victoria's secret. This powerhouse fashion and retail brand, Victoria Secret, is known not only for their high-end products; but, also the yearly fashion shows and gorgeous models. They have been around since 1977 and are seated under 'Limited Brands' which endorses Bath & Body Works and La Senza chains.

The brand has positioned itself in a market that has gone through many recessions, yet it still has remained prosperous. Their consistent brand awareness and overall clout has enabled them to expand both their styles and offerings. The Pink and collegiate brands are just two examples of some of the successes this company has created. Positioning such a large brand is no small feat. With sales in the billions per year, organizing and maintaining their brand so that it reaches and maintains the parent company's position is a true feat.

So How Do Angels Get Their Wings?

According to Brand Revitalization, "interpreting your information and your market segmentation is more than reading-- it is an art form".

Victoria Secret has taken their positioning of lingerie to a more recognizable level. They have added a persona and image that goes along with their products. It is no longer just a lacy bra; but, rather an art form. Designers from around the world are chosen through a long, process interviewing process to design the new products and costumes that walk down the yearly catwalk. The entire process takes roughly a year (once one ends, the new planning begins).

Women (models) are chosen to be the company's Angels. They are adorned with beautiful clothes that cost up to $12 million with over 31 sets of angel wings with nearly 2 million Swarovski crystals. The trendiest singers facilitate the entire show live and to date, it has been one of the most watched shows/events on CBS.

Who are They Targeting?

According to Brand Revitalization, "a brand is an idea-- a multi-dimensional, multilayered, multifaceted idea. Simplifying a brand to a single word ignores the complexities of a brand and dilutes its appeal."

Gathering the statistics from the show's ratings and reviews, the company has been able to specifically target their audience. They're consumer is the traditional, edgy, fun, or youthful women. Allow a broad definition at first, the main association between Victoria Secret is considered to be fun, playful, sexy, and high quality lingerie/clothes line. If you were to narrow it down to one word, you would be ignoring the complexity of their brand. Their edgy, glittery, and somewhat revealing shows have allowed them to capture a market that is both interested in a quality and functional product; but, something that also makes a woman feel empowered and spunky. The modern woman is busy and complex. Victoria Secret sees this and has continued to appeal to this growing demographic by continuous offering new, quality-driven product lines.

Positioning Statement

For the modern woman, Victoria Secret delivers a best in class, captivating fashion and retail experience that empowers women to feel and be their best. They are edgy, fun, and youthful that understand the lifestyle of the modern woman.