Question

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From the analysis of its international expansion, the company Victoria's Secret can be categorized as a strong type, because it has made a strong and successful entry in its European market. As the company mainly opens its stores in international markets, without establishing independent operations there, it mainly comes under the category of global company. In all its international operations Victoria’s Secret is achieving success primarily due to its competitive advantage of providing optimum customer experience. That is, by helping its potential customers to try out its merchandise, find the right fit, and familiarize or reacquaint themselves with the brand, Victoria’s Secret is providing them the earlier mentioned luxury experience thereby able to garner maximum customers and, in the process, achieving huge success. In addition, Victoria’s Secret has a strong brand image. It spends 66million dollars per year on advertisement, defining beauty and packaging it for its costumer. Thousands of newspaper ads, catalogs and televised fashion shows are distributed to convince women that buying Victoria's Secret will boost their confidence and enhance their appeal.

Answer 1

answer-

yes, i completely agree with the fact you have given that the main competitive advantage of Victoria’s Secret exceptional customer service. I think every customer wants that companies focus on needs of customers and try to add value to their products or services and solve their issues instantly. The approach taken by Victoria’s Secret in international environment like European market to bring clothes which fit with need of customer as well show that customers can purchase premium clothes from its stores so that they can have luxury experience.

Another thing which makes brand like European market successful is having good financial resources and make the right use of it like you said Victoria’s Secret has strong brand image but how it has been made. i think the customer's support is one of the factor but investing financial resources in marketing and promotion made the image of Victoria’s Secret good in international market because if it would not advertise its products with right channel or medium then how customers would know. the main customer target for Victoria’s Secret so they choose the best medium to target them lke magazines, newspaper, catalogs and televised fashion shows which most of women in international market read and watch.

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