Mass Marketing Vs. Niche Marketing:

Victoria’s Secret Vs. Louis Vuitton

Jenna Vermont ● Mouna ZaghdoudiThe University of Tampa

FYW 102

Overview• Definition of mass and niche marketing• VS as an example of a mass marketer• LV as an example of a niche marketer• VS marketing strategy / LV marketing strategy• Conclusion• References• Contact info

Mass Marketing

What is Mass Marketing?

•An attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media.

Niche Marketing

What is Niche Marketing?

www. Business dictionary.com• Small but specific and well defined

segment of the population.

• Being a big fish in a small pond instead of being a small fish in a big pond.

• Also called micromarketing.

Mass Marketing- Example

Brand Overview•Part of Limited Brands Incorporation – which also includes Bath & Body Works, La Senza, and Henri Bendel

•There are more than 1,000 stores throughout the US & Canada

•Victoria’s Secret is known for quality bras, panties, and lingerie.

•The brand has extended into hosiery, fragrance, apparel, swimwear, workout attire, and even beauty products.

•Originally VS was directed at middle aged women. However, the creation of the line Pink is targeted at a younger college aged audience

Mission Statement

• Limited Brands is committed to building a family of the world's best fashion brands

offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders.

(http://www.limitedbrands.com/FAQ/company_faq.aspx)

Niche Marketing - Example

Company Overview• A trunk-maker in Paris since 1854• Became a legend in the art of travel by creating luggage,

bags and accessories as innovative as they were elegant and practical.

• Now active in other creative spheres: ready-to-wear, shoes, watches and jewelry.

• Named the world's most valuable luxury brand for six consecutive years (2006–2012).

• Louis Vuitton today boasts 17 production workshops, an international logistics center, and exclusive shops worldwide.

• LVMH Moët Hennessy, a French multinational luxury goods conglomerate, headquartered in France.

Mission Statement“Represent the most refined qualities of Western "Art de Vivre" around the world.”

• Be creative and innovate• Aim for product excellence • Bolster the image of their

brands with passionate determination

• Act as entrepreneurs • Strive to be the best in all we

do

Niche Vs. Mass

Victoria’s Secret’s Marketing Strategy

VS Pink Line

http://www.youtube.com/watch?v=8tFcwulADJA

•This line is targeted for a younger college aged audience.

•Uses crazy prints, sequins, bright colors

•Catchy phrases

•Apparel, Bras, Panties, Bedding, Bags, Swimwear, Workout Attire, Beauty, School Supplies, etc.

•NFL & MLB Collection

•Collegiate Collection

Semi-Annual Sale

• Twice a year there is a blowout sale where all the products are marked down

•Usually in January and June

http://www.savvyshopper614.com/category/holiday-clearance-2/

Fashion Show

•Every year there is a televised fashion show for the brand, with outrageous costumesshowcasing some of Their products

•Starring the Victoria’s Secret Angels

•Always have hit performers – Last year included Justin Bieber, Rihanna, and Bruno Mars

http://www.youtube.com/watch?v=epmDRaOFzSA

Promotions•Victoria’s Secret is always running special promotions

•Every time you shop an associate will ask you for a telephone number or email address to track your spending. By doing so, you can receive special offers -Examples - Free Panty Coupons, $10 Off a Bra, Spend $75 Get a Free Tote

Strengths•Victoria’s Secret does a great job of utilizing social media platforms•Twitter, Facebook, Instagram, Pink Nation App•Emails, Texts•Commercials

•Besides the stores themselves, Victoria’s Secret has an online store and catalogues which carry all of the products with a larger variety.

•Included in these are also the addition of footwear of familiar brands such as Steve Madden, UGG Australia, Jessica Simpson

•Victoria’s Secret mails out 400 million catalogues every year

Louis Vuitton’s Marketing Strategy

Target Audience

http://www.youtube.com/watch?v=qHT9r-4xNvk

Conclusion• VS even though they have a mass marketing it is

not completely abroad. Like Louis Vuitton they need to consider other emerging countries such as Tunisia.

• On the other hand, even though Louis Vuitton is adopting a niche marketing strategy, they are increasingly trying to expand their target population by manufacturing more “Masstige” products.

ReferencesPicture retrieved from http://www.fanpop.com/clubs/louis-vuitton/images/59255/title/louis-vuitton-wallpaper

Picture retrieved from http://globalgrind.com/2010/07/28/the-10-people-kanye-west-should-follow-on-twitter/

Picture retrieved from http://www.louisvuitton.com.au/front/#/eng_AU/Stores/Store-Locator/point-of-sale/Louis-Vuitton-Ho-Chi-Minh

Picture retrieved from http://luxurylaunches.com/fashion/

Picture retrieved from http://blog.avenuedeparis.com/2013/06/big-opening-of-louis-vuitton-in-warsaw.html

Company overview http://www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/louis-vuitton

Contact Info• Email addresses:

mouna.zaghdoudi@spartans.ut.eduJennafer.vermont@spartans.ut.edu

• Phone numbers:Mouna (813) 419-9034Jenna (727) 631-8831

• Blogs:Mouna http://mounazaghdoudi.wordpress.com/Jenna http://vermontjennafer.wordpress.com/