Founded in 1977, lingerie brand Victoria’s Secret is now one of the most instantly recognizable apparel companies in the world. Despite intensifying competition in the lingerie market, Victoria’s Secret is a dominant force to be reckoned with. In December 2014 alone, the sales figure for the parent company was $2.2 billion, a record for the label.
Digital Marketing Lessons From A Luxury Lingerie Brand
The real secret to Victoria’s Secret’s success is a smart marketing strategy that focuses on conversions. Behind the super glamorous façade there are shrewd digital marketing minds to propel the brand to new heights of success. Here are the digital marketing lessons everyone can learn from Victoria’s Secret.
1. Social media marketing adds fuel to the brand
Victoria’s Secret is ubiquitous on the social media channels; Twitter, Instagram, YouTube and Facebook pages generate a lot of attention and furthers the brand reach for Victoria’s Secret. With 25 million likes on the official Facebook page, 670,000 YouTube subscribers and more than 7 million followers on Twitter, Victoria’s Secret is getting the right kind of attention. Instead of posting boring promotional content, Victoria’s Secret uses the appeal of their Angels and visual aesthetics to create compelling and informative content. Audiences can learn how to work out and go behind the scenes at the latest fashion shows.
2. Email marketing campaigns yields great ROI
Victoria’s Secret emails bring value to subscribers-exclusive coupons, sneak peek at new collections and members only shopping events are the perks of signing up. The key to retaining email subscribers is to provide something beneficial, and Victoria’s Secret understands this. Members are reluctant to unsubscribe for fear of missing out.
Compared to other methods of digital marketing, email marketing is still the most effective for return on investment. According to an EConsultancy survey, 68% of companies rated email marketing’s ROI as good to excellent. On average, companies attribute 23% of their sales to email marketing. If Victoria’s Secret’s focus on email marketing is anything to go by, it is essential for anyone’s online marketing strategy.
3. Choose a user friendly website design
Victoria’s Secret has a user friendly website with easy navigation and strategically placed call to action buttons. Despite the glamorous image of the brand, the website design is simple and intuitive to use.
4. Conversion optimized mobile marketing
Victoria’s Secret has mobile apps for Android, iPad, iPhone and the iPod. When it comes to boosting their mobiles sales, the lingerie brand uses many different ways to convert. Digitally enabled catalogs and interactive quizzes for mobile users to participate in are especially effective in converting leads into paying customers. After answering a mobile quizz about bras, the mobile user is directed to the stores in time for Valentines Day. Furthermore, there is a mobile chat feature that allows Pink Nation members to socialize with one another or have exclusive access to fashion shows.
5. Know your target audience and stick to it
Since the brand’s conception, Victoria’s Secret have always targeted attractive, affluent and fashion forward females as customers. The launch of a new sports range in 2014 has widened their appeal to health conscious customers as well. Despite a backlash from feminists and plus size models-most notably the Lane Bryant #I’mnoangel campaign, Victoria’s Secret never loses focus of who buys from them the most.