Victorias Secret SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Victorias Secret SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Victorias Secret, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Victorias Secret to benchmark its business & performance as compared to the competitors, and make strategic improvements. Victorias Secret is one of the leading brands in the lifestyle and retail sector.

The article below lists the Victorias Secret SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Victorias Secret SWOT Analysis:

SWOT Analysis of Victorias Secret

For Victorias Secret, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Victorias Secret Strengths

The strengths of Victorias Secret looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Victorias Secret :

1.Strong company brand presence with over 1000 company stores across the globe.
2. Company’s strong advertising strategies with several top notch models as brand ambassadors has been a success.
3. The company’s sub-brand Pink targeting late teen and college age teens has been a great success.
4. The company’s active online marketing wherein they have active blogs, catalogues to create awareness about their product lines.

5.The brand uses organic and fair trade raw materials for it’s clothing lines.

Victorias Secret Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Victorias Secret SWOT Analysis:

1.Several competitors means customers have a lot of choices and brand switching is high
2.Fake products with the same name affect sales as well as brand image

Victorias Secret Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Victorias Secret SWOT Analysis:

1. The brand can extend its portfolio by foraying into different lines to expand its offering.
2. The brand can focus on markets like Asia where it has limited reach.
3. The brand could create online digital dressing rooms to create a greater appeal for their products.

Victorias Secret Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Victorias Secret are as mentioned:

1. Due to limited resources the company can face serious issues in lieu of an economic downturn
2.The highly fragmented fashion industry would mean less brand loyalty .
3. Fake imitation and replicas

Victorias Secret Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Victorias Secret:

1. Sara Lee
2. Fredrick’s

Hence this concludes the Victorias Secret SWOT analysis.

Continue reading more about the brand/company.

About Victorias Secret

Victorias Secret Overview
Parent Company Limited Brands

Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

She got an Extreme Makeover


Premium designer inner wear

Victorias Secret STP

Premium women innerwear lingerie segment

Target Market

High society women from the urban areas


A Bold fashion statement.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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