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Is Victoria's Secret Premium Or Fashion Brand?

Posted by Anonymous on 6/11/2011 at 12:09 AM ET 125 Points
Is Victoria's Secret Premium or Fashion brand?

I assume it's definitly not a luxury brand.
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  • Posted by Jay Hamilton-Roth on 6/11/2011 at 9:33 AM Member
    Premium, since it's not sold in department stores (like a fashion brand) and not an exclusive product (like a luxury brand).
  • Posted on 6/11/2011 at 11:33 AM Moderator
    I'd say PREMIUM, but what difference does it make? Why does this matter to you?
  • Posted by Gail@PUBLISIDE on 6/11/2011 at 12:38 PM Member
    Yup -- premium.
  • Posted by Gary Bloomer on 6/11/2011 at 6:01 PM Member
    Victoria's Secret is a premium brand and a classic example (and a vital lesson to every entrepreneur) of a good idea being made into a multi-billion dollar per year lifestyle brand.
  • Posted on 6/12/2011 at 10:38 AM Accepted
    Dissenting voice here.

    It's fashion. Definitely not premium. Chantelle, La Perla, and Marie Jo are premium bras, which cost $65-$150 each. They're made very well, with high-quality materials, in a much larger range of sizes. They cost a lot of money and they last. You buy them in stores with well-trained fitters who know what they're doing.

    There are also smaller lingerie brands with merchandise that is hand-made or custom-made or both (luxury).

    Victoria's Secret sells fashion merchandise - lots of flash, not much substance. The staff in their stores are poorly trained and the merchandise is poorly made. However, they've done a great job of making the public think differently. An excellent lesson in marketing.
  • Posted on 6/12/2011 at 10:39 AM Author
    Thanks for responses!

    It's important as I with partners are analyzing an idea to launch a new lingerie brand in the upper Premium segment and studying retail and adv. strategies of different Premium and Luxury brands.

    Btw, do you know any good research related to lingerie market in any of the developed countries?
  • Posted on 6/12/2011 at 10:45 AM Author
    jkaplan,

    I was thinking the same based on pricing! In US would say

    - VS is ~$15-50 per bra = Fashion
    - Premium brands are $50-300
    - Luxury brands are $300+
  • Posted by Gary Bloomer on 6/12/2011 at 11:07 AM Member
    Er? With 2009 sales of $5.6 billion dollars do the semantics of VS being a "fashion" or "premium" brand really matter?

    I think not.
  • Posted on 6/12/2011 at 1:47 PM Accepted
    "Good research related to lingerie market in ... developed countries" has most likely been commissioned by the leading players in those markets and would be considered highly proprietary.

    As for the semantics of "fashion," "premium," and "luxury," I submit that the answer to your question is in consumers' minds. What one person considers fashion might be premium to another. And there is no law that requires a brand -- especially a retailer's brand (like VS) -- to be exclusively in one category.

    Several years ago I was VP-Marketing at International Playtex, and we had apparel brands across multiple categories -- though the company image was clearly "mass market."
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