Journal #2: Branding and Positioning of Victoria's Secret

N owadays, women spend more time than ever when they select bras. There are 6 influences for them for purchasing bra included price, comfort, fit, style, reputation, and quality. According to these influences, there are many kinds of brands for them to choose. Victoria’s Secret is one of them.

W omen who buy Victoria’s Secret bras are believed that they are sexy and modern. In others words, they buy for style because they feel better when they wear Victoria’s Secret bras. Actually, who know which kind of brand of bras you wear!

V ictoria’s Secret is the category with brand loyalty flagging. Its price is in $20-$30 range. According to the article, its brand loyalty keeps growing (from 18% in 1996 to 35% in 2000) even though its price is higher than other competitors. Victoria’s Secret sells its products via catalogues, stores, and internet.

W omen who use this brand feel they are in high society because of wearing this kind of brand.