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Strategic Brand Audit ofVictoria’s Secret
,Table of Contents
An Overview of VS and Marketplace.....................................................................................................2
Brand Positioning and Competition.......................................................................................................5
An Investigation into VS.......................................................................................................................12
Secondary Associations.......................................................................................................................13
Brand Architecture..............................................................................................................................14
Performance Metrics...........................................................................................................................14
Strategic Recommendations................................................................................................................15
Line Extensions....................................................................................................................................15
Category Extension..............................................................................................................................15
Corporate Social Responsibility (CSR)..................................................................................................16
References...........................................................................................................................................16
Introduction
One of the world’s most prestigious lingerie retailers was created by a man Roy Raymond who felt
humiliated by traditional stores for buying women’s lingerie (Chang, 2017 and O’Connell, 2019). As
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, they saw a big gap in the market back in 1977, they decided to change the perception of a secretly
worn undergarments into an openly advertised and bought commodity (Barr, 2013). Kapferer (2012)
defines a brand as value-added products or services aimed at buyers through distinctive names,
messages and logos. Victoria’s Secret (VS) brand’s name was inspired by a Queen Victoria and a
sense of decorum, romance and intimacy particularly within its luxurious stores (Fabry, 2015).
Nowadays, VS offers a wide product range from women’s lingerie and sportswear to perfumes and
accessories which are sold in 1143 stores worldwide as well as online (LBrands, 2019).
Therefore this report will examine brand’s position in the marketplace, performance and
competition using relevant theoretical frameworks and statistics. With particular focus on
underperformance suggesting strategic recommendations for the future.
An Overview of VS and Marketplace
The most valuable asset of a brand is customer. Keller’s (2013) Customer-Based-Brand-Equity (CBBE)
concept is concerned with customer attractiveness in regard to brand’s marketing activities. There
are four main blocks in building a strong brand: brand awareness, brand associations, brand
responses and brand loyalty (Boolaky et al., 2017). To help define each block a six block CBBE
Pyramid is utilised (see Figure 1) (Keller, 2013).
Figure 1 – CBBE Pyramid
High Resonance
Strong relationships
Loyalty programs
Attitudinal attachment
The Angel Card
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