In this blog, I will focus on Victoria’s Secret company and I will analyze their digital marketing strategy. Victoria’s Secret is a company producing womenswear such as lingerie and beauty products.
OUTBOUND MARKETING
Victoria’s Secret main target is on outbound marketing. VS tries to reach consumers through social media, online advertising, and its website. They strongly promote their products on social media platforms with a link below that transfers the costumers to the VS’s website to make a purchase.
E-mail Marketing Campaign
Victoria’s Secret emails allow subscribers to use exclusive coupons, introduces new products launch and announce seasonal clearances. The pictures below show how the company uses email marketing to promote for example Semi-Annual sale or ‘Panty Party’. The emails have a link that transfers the costumers to their website.
Email marketing traffic the customer to its official site. Emails only reach their loyal customers giving them the ability to be the first ones to know special deals. That will make the customer come back to the website quite often.
Social Media Platforms
Victoria’s Secret is one of the most followed brands on social media platforms. Victoria’s Secret is the 2nd most followed brand on Instagram with about 69 million followers. VS’s Facebook account has around 29 million followers and Twitter about 11 million. The images posted on social media are mostly of top models dressed in the brand label set.
Pictures below (from left) Facebook, Instagram, and Twitter represent how VS markets its products on social platforms. Victoria’s Secret Facebook page is used mostly to promote special offers and announce sales. Instagram is mostly filled with pictures of VS models to promote new products. The brand’s posts on Instagramare in line across other social networks and are consist of angles, looks, and products. Lastly, Twitter has similar content to the Facebook page where the brand announces mostly sales and offers.
Having so many followers on social media platforms gives the ability to Vicotria’s Secret to reach many costumers and traffic them to their website.
Mobile Apps
Victoria’s Secret also has digitally enabled catalogs for mobile users available via mobile apps for Android, iOS. VS app has similar content to their website where they promote products, seasonal sales, and special offers with purchase. Examples of their iPhone app below.
INBOUND MARKETING
Instead of posting only promotional content, Victoria’s Secret uses inbound marketing as well to engage with its costumers and give them a chance to be a part of their brand. The appeal of their Angels and visual aesthetics to create compelling and informative content.
VS Keyboard
The system integrated keyboard that Victoria’s Secret launched has got emoticons, playful graphics, and symbols. Victoria’s Secret App offers an array of cool character options to express every mood that allows the user to share special content via the integrated keyboard.
Victoria’s Secret Fashion Show
The Victoria’s Secret Fashion Show was an annual fashion organized by VS company. They hosted special performers and acts every year. Only the world’s top fashion models, also known as ‘Victoria’s Secret Angels’, were chosen to walk on the runway. However, in 2019 the company announced they have cancelled their fashion show. The video below is from the Fashion Show in 2018, which has been the last show of the company.
YouTube
Victoria’s Secret has over 1.8 million subscribers on YouTube. The brand uploads content most of which videos of their inside scene and video catalogs introducing their new collection, back in the days it was mostly Fashion Shows related content. VS gives a sneak peek to the costumer from behind the scene of creating its own products. The video below informs how they make a piece of lingerie from their new collection.
For more information about inbound marketing, click here https://glossyfactory.data.blog/2020/04/10/additional-inbound-marketing-of-victorias-secret/
CONCLUSION
Victoria’s Secret constantly uses email marketing to announce new products and sales, however mainly to connect the loyal customers to their main website. It is the most effective marketing strategy that keeps loyal costumers in the loop.
Victoria’s Secret maintains a consistent content strategy across all social media networks. VS manages to remain frequently post on Facebook, Instagram, and Twitter by posting pictures of new arrivals or announcing sales and special offers. VS also tries to engage with its audience by creating an integrated keyboard for mobile devices and in the past via Fashion Show.
Even though Victoria’s Secret is trying to create an engagement that delivers the costumers a sense of belonging to the community. Their keen focus is on sales rather than building a relationship.
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