Victoria’s Secret iconic brand has developed from one of just lingerie, to a brand that truly lives in the hearts of its consumers. Victoria’s Secret’s brand loyalty is top notch; women idolize the company’s iconic models, dubbed “Angels,” over 9.1 million viewers watched the Victoria’s Secret Fashion Show in 2015, and its Instagram boasts 31.1 million followers. The company can thank its incredible marketing team for its seamless multimedia communications efforts.
Victoria’s Secret has an exceptional social media presence, fully utilizing Instagram, Facebook, Twitter, Pinterest, YouTube, Tumblr, its own VS app and even created a Spotify channel. VS also uses VictoriasSecret.com, emails, direct mail and events to reach its consumers. The brand embraces its sexy ambiance, using a fun and flirty tone through all message content while understanding its consumers inside and out.
Instagram is Victoria Secret’s most popular social network, with posts reaching over 31.1 million followers. Personally, I believe that beyond the quality products that VS produces, what makes Victoria’s Secret’s brand so notable is also what makes the Instagram account so successful: the slew of gorgeous and outgoing VS models. The account posts about three to five times a day, rotating the same 15-20 models and tagging them in each picture. So much of media is visual and when it comes to a clothing brand, consumers are looking at the models wearing the clothes just has much as the actual clothing. Consumers identify not only with the brand but with the models who have become such an integral part of the brand. The Instagram account keeps followers up to date on new styles, trends and sales, like the photo below, while blessing their feeds with beautiful images.
Posts range from lingerie-wearing to bikini-clad to casually dressed models sporting the latest VS fashions. Some captions include specific details on sales, others include the price of the clothing so consumers can decide if its in their price range, and furthermore are posts with short and sweet captions so followers don’t always feel like its about selling the product.
Victoria’s Secret’s Facebook page has over 26.8 million ‘likes,’ offering another social platform for consumers to see the brands products and be in-the-know on sales. The Facebook account, like the Twitter account as well, mostly post duplicate images of Instagram photos with the same or slightly different captions, mixed with some original content. As the demographic on Facebook is older than Instagram it is important to also reach consumers that wouldn’t have seen the Instagram posts, while also offering another touch point for those who have.
Victoria’s Secret also uses Facebook as an important platform to connect with consumers and reply to comments on posts about any questions, comments or concerns.
Victoria’s Secret’s Twitter is yet another highly liked page with nearly 9 million followers. Almost every tweet has a photo attached to captivate followers. Like Facebook, most posts have a link to the exact item pictured on the VS website to easily purchase the product. Posts include hashtags that are also used on Instagram, Facebook and online ads. For example #ThisIsEpic was used for a recent sale where, customers got a free pair of sport pants with the purchase of a sports bra.
VS also uses Twitter to interact and create a relationship with followers, liking or replying to their tweets.
The Instagram, Facebook and Twitter cross-promote the same new trends, sales and saves that are happening to reach consumers at different stages.
The Victoria’s Secret App
Victoria’s Secret even has its own app for consumers to easily shop, manage their account, see their order status and more from their mobile phone or ipad.
The app also includes an “Angels” tab which takes users to the “vsallaccess” page, just like on the full website, where users can click on the Angels to learn more about them.
VS uses Pinterest to display boards that highlight the company’s variety of products. The platform’s “pining” feature promotes the spread of photos onto infinite users feeds. The header includes a link to Victoria’s Secret’s website and Twitter, along with the tagline “Fantasies…daydreams…bombshells (& all things pink!)—see what inspires the sexiest brand in the world.”
The YouTube channel offers a chance to get to know the Victoria’s Secret Angels better. Behind the scenes videos, the “Becoming a Victoria’s Secret Angel” series, and exclusive interviews with the models are intertwined with sneak-peak videos of upcoming seasons’ collections.
Victoria’s Secret’s Tumblr has a clean and simple layout, displaying behind-the-scenes photos of Victoria’s Secret Angels on set in Bora Bora, at the VS Fashion Show or lounging in lingerie. The social channel offers yet another chance to feel connected to the models, showing off what’s in their bags when they travel, a workout routine by top Angel Candice Swanepoel and more exclusive content.
Victoria’s Secret even has a Spotify station, “Victoria’s Secret Store Tunes” with 472 chosen songs emulate the sound of the brand.
Victoria’s Secret has a sleek, modern, well-organized and sexy website that perfectly emulates its brand. Items are easy to find and the home page always announces the current or upcoming deals. There’s even a scroller box that says “Today’s Offers” so consumers don’t miss out on any steals. The website does a great job of being transparent and easily navigable, giving the customer a positive, stress-free experience.
Once on the emailing list for Victoria’s Secret, the company sends out emails to gain excitement about new trends and notify consumers of sales, in-stores, online or both. When in store, cashiers always ask customers for their email address so they can be in-the-know about the brand. The image below is from the body of a VS email. Informing consumers of the free sport pant with the purchase of a bra, continuing to use the hashtag #ThisIsEpic for continuity.
Emails are only sent out a couple times a week, not daily, so consumers don’t get overwhelmed, but instead excited to receive emails and find out about great sales. The bottom of every email includes links to Victoria’s Secret’s social channels for consumers to have easy access to explore the brand further.
Any consumer that has ever entered their home address in-store or online receive seasonal catalogs, including the popular swim edition. There’s even a spot on the VS website to request a catalog if you’ve missed out. Catalogs promoting the Victoria’s Secret Semi-Annual Sale are also mailed out. Coupons for a free panty without purchase, $10-off a bra and a free item with a purchase over $75 will are sent to customers’ homes if VS knows they have been to the store recently or haven’t been for a while. These are successful tools to get customers into the store with great deals.
Victoria’s Secret uses paid advertisement to plaster billboards in big cities and on busses, adding yet another brand touch point.
This billboard is a great example of directing consumers not only to the store, but encourages them to follow the brand on social media get the VS app too.
The annual Victoria’s Secret Fashion Show has become a staple of the brand, being broadcast on CBS. The fashion show has grown immensely since its debut in 1995, to garnering over 9 million viewers in 2015. Musicians such as Taylor Swift, Justin Bieber, Selena Gomez, Ed Sheeran and many more have performed during the show while the VS Angels strut down the catwalk dressed in the upcoming seasons’ fashions.The fashion show is a huge publicity event, with massive build up for months before. It is promoted across all of the brand’s social media channels, by the models and their large personal followings, and articles are published on every major entertainment, pop culture and fashion website and blog.
Victoria’s Secret is a powerful brand that exceptionally uses a online and offline multimedia communication to build its loyal following. The use of VS Angels to be the faces of the brand, the interconnectivity of high-quality, timely posts across social media platforms are all major contributors to the brand’s success. Victoria’s Secret’s confidence in its voice, tone, and identity and consistency across all channels of communication makes VS an exemplary brand to emulate.