Marketing Mix

The 4 P’s of Marketing
Product - Quality, packaging, design, brand
Price - Retail price, discounts, payment plans, credit terms
Promotion - Advertising, public relations, personal selling, emails
Place - Retail location, distribution, delivery, downloads

Product
Victoria’s Secret has a wide and extensive range of products, consisting of mostly underwear with a sexy aesthetic, and the addition of apparel such as nightwear and also a beauty range. The underwear selection is varied, meaning there is a style suitable for most consumers, however some of the more favourable styles feature the Victoria’s Secret brand name itself, meaning people like to display the fact they shop at Victoria’s Secret.

Price
The average bra cost at Victoria’s Secret is £34.39, which is deemed too expensive by many people. The high price point is not fitting to their current consumer demographics - which averages out at 13-39 year olds.

Promotion
Victoria’s Secret has a global presence, with over 1,600 brick-and-mortar stores worldwide (L Brands, 2017). Victoria’s Secret also has an online shop, with shipping to most countries, with exceptions for their beauty range. Finally, they also have an online app for both iOS and Android, which allows the consumer to shop and get access to behind-the-scenes news and exclusive offers.

Place
Victoria’s Secret’s main source of promotion is through their annual fashion shows, which attract millions of viewers every year. Although they use no influencer marketing, the Victoria’s Secret angels which model for the brand are a huge selling-point as they all have very large reaches and social media presences.