Brand Analysis of Victoria’s Secret

Victoria’s Secret is a retail chain beauty, clothing, apparel, and lingerie American multinational company. Gaye Raymond and Roy Raymond founded the company in 1977. The company has established a network of approximately 1070 stores in various countries worldwide. Today, we’ll discuss the brand analysis of Victoria’s Secret; it focuses on its mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.

Brand Analysis of Victoria’s Secret

Let’s discuss the brand analysis of Victoria’s Secret; some of the main elements involved in the Victoria’s Secret brand analysis are as follows;

Mission, Vision, and Value of Victoria’s Secret

The mission statement of Victoria’s Secret is to promote a culture of inclusivity, health, and happiness. The apparel brand strongly believes in connecting, investing back into the community, and giving top priority to the customers. Victoria’s Secret has a very large network of diverse communities where the company treats everyone equally and respectfully and gives equal opportunity to all. The apparel brand is building and promoting a workplace culture where everyone feels free to express themselves creatively.

In short, some of the core values of Victoria’s Secret are as follows;

• Better together
• Passion with purpose
• DEI (diversity, equity, and inclusion)
• Loving and respecting cultures

Customer Reviews and Feedback about Victoria’s Secret

The online customer reviews, feedback, and star ratings analysis of Victoria’s Secret on various platforms is as follows;

• Trustpilot: 1.9star ratings out of 2159 customer reviews
• ConsumerAffairs: 1.3-star ratings out of 745customer reviews
• Tripadvisor: 1 star rating out of 2 customer reviews
• Product reviews: 1.8-star ratings out of 44customer reviews
• Indeed: 3.7star ratings out of 12503 customer reviews
• Amazon: 1.7star ratings out of 95 customer reviews

The online customer reviews, star ratings, and feedback analysis of Victoria’s Secret shows that there is a mixture of both good and bad reviews. Happy and satisfied customers are sharing positive reviews and high star ratings about the clothing and lingerie brand. On the other hand, dissatisfied customers are sharing their discontent and their negative experiences with the apparel brand.

Social Media Presence of Victoria’s Secret

The social media presence and network following of Victoria’s Secret on various social media platforms is as follows;

• Instagram: 76.1Million followers
• Facebook: 30.1Million followers
• LinkedIn: 622.1Kfollowers
• X: 10 million followers

Victoria’s Secret has established a very large network following and a strong presence on various social media platforms. The apparel and lingerie brand regularly posts pictures and videos of unique designs and styles of its apparel and lingerie products to attract the attention of the targeted customer market. A proactive social media presence would help the company connect and engage with the targeted customers and become familiar with the growing customer market trends.

Marketing Campaign Analysis of Victoria’s Secret

Victoria’s Secret runs various types of marketing and advertisement campaigns for the promotion of its beauty, cosmetics, lingerie, clothing, and apparel products. The clothing and beauty brand employs various media channels; traditional and digital media channels, conducting fashion shows, celebrity endorsements, brand ambassadors, and influencer marketing. Multiple marketing campaigns on various media channels would help the company amplify its customer market reach, network, and sales.

Web and Social Media Traffic of Victoria’s Secret

The web and social media traffic of Victoria’s Secret on various media platforms is as follows;

• Traffic: 22.2Million monthly average visitors
• Average Duration: 4.23 minutes

The source of web and social media traffic comes from the following countries:

• USA: 78.64%
• Canada: 5.43%
• France: 1.67%
• Australia: 1.57%
• Italy: 1.21%
• Others: 13.28%

The proportion of web traffic comes from the following media channels:

• Direct: 60.81%
• Referrals: 5.02%
• Organic Search: 16.28%
• Paid Search: 14.32%
• Social: 2.52%
• Email: 0.22%
• Display: 0.8%

Percentage of traffic comes from following social media platforms;

• YouTube: 21.48%
• Facebook: 17.62%
• LinkedIn: 35.5%
• Reddit: 10.63%
• Instagram: 4.91%
• Others: 10.2%

Victoria’s Secret Customer’s Journey

The customer journey of Victoria’s Secret starts with running various types of marketing and advertisement campaigns. If the beauty and clothing product ads attract the attention of customers, they make the customer visit the chain store of the brand to check out the quality and texture of the company’s products. However, if the lingerie products meet their quality standards, they will buy the product; otherwise, they move on to the next brand option.

Target Audience Demographic of Victoria’s Secret

The demographic segment of the target audience of Victoria’s Secret is as follows;

• Age: 18 to 64 years old
• Gender: 27% men and 73% women
• Education: higher and well aware
• Income: higher and well off
• Interest: lingerie, women’s garments
• Social Status: higher and brand-conscious

The demographic segmentation of the target audience of Victoria’s Secret allows you to create a buyer persona and customer avatar of the ideal customers. They’re both men and women from various age groups, they have a great interest in women’s clothing and beauty products, and they want to wear brand clothes.

Conclusion: Brand Analysis of Victoria’s Secret | Victoria’s Secret Brand Analysis | Strategic Analysis of Victoria’s Secret

After an in-depth study of the brand analysis of Victoria’s Secret; we have realized that Victoria’s Secret is the world’s lingerie and clothing brand. If you are learning about the Victoria’s Secret brand analysis; then you should keep in mind the abovementioned mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.