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Victoria’s Secret SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 18, 2023Read time:

Here is a detailed SWOT analysis of Victoria’s Secret covering strengths, weaknesses, opportunities and threats.

Victoria’s Secret Strengths

  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.

Above are the strengths in the SWOT Analysis of Victoria’s Secret. The strengths of Victoria’s Secret looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Victoria’s Secret Weaknesses

  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

These were the weaknesses in the Victoria’s Secret SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Victoria’s Secret Opportunities

  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.

Above we covered the opportunities in Victoria’s Secret SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Victoria’s Secret

Victoria’s Secret Threats

  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

The threats in the SWOT Analysis of Victoria’s Secret are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Victoria’s Secret SWOT analysis.

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About Victoria’s Secret

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Victoria’s Secret Overview
Parent Company Limited Brands

Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

She got an Extreme Makeover


Premium designer inner wear

Victoria’s 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 which comprises of MBA students, management professionals, and industry experts. 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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