Victoria's Secret: Trend Report
Victoria's Secret has a quintessentially feminine atmosphere as a store, although male consumers may occasionally enter it to make a purchase. The store looks like the inside of a woman's closet, complete with white, ornate sliding drawers to hide ruffled, feminine underwear, cloth satin hangers on which various slips are suspended, and delicate pillows and sachets. The color scheme is overwhelmingly pastel and white, and the satin garments shimmer in the ambient lighting from above. Despite the fact that it is an intimate apparel company, the store windows of Victoria's Secret proudly display bras and underwear without shame, suggesting that while the store creates a sense of being in a bedroom, there is also a sense of joyful exhibitionism in wearing the lingerie. However, most of the items are not aggressively sexy, and as the name suggests, possess a kind of wholesomeness. This is underlined by the names of many of VS's flagship brands, such as its 'Angel' line of clothing as well as the store's trendier 'Pink' wear.
A fairly typical mainstay in most shopping malls, Victoria's Secret is considered a mid-market clothing line. However, it is noteworthy that the company is often priced considerably above the most bargain-basement intimate apparel -- yet another reason that Victoria's Secret must sell an 'experience' along with its actual products. Consumers want more than a bargain at…
First, given the company's strong market share, its profitability, and its ownership by the larger Limited Brands, Victoria's Secret will emerge from the current global economic downturn with far less risk and damage than many of its smaller competitors (Victoria's Secret 2008; Hoover 2010). Another opportunity facing the company is the increase in current fashion trends of "sexy" outerwear and underwear as modeled by pop stars and the increasingly
Marketing Strategies: Adult Pleasure Toys and Lingerie This report discusses the presence of a company that produces adult toys and lingerie. There are several parts to this analysis. First, the report examines the market segment and defines the target customer according to several types of segmentation. For a complete understanding of the targeted market, the report chose psychographic segmentation, demographic segmentation, behavioral segmentation and benefits sought segmentation. The choice for these methods
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For instance, renowned designer Barbara Matera explained that when Glenn Close first tried on the Norma Desmond costume described above, she "winced under its weight" (New York's Top Costume Shop Reveals Its Secrets 1996:3). The costume's designer, Anthony Powell, instructed Close to turn around and face the mirror, and "upon seeing the stunning result her whole attitude changed" (4). Other anecdotal accounts on the design process from Matera included:
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