Placing Yourself at the Top of the Pricing Landscape of the Lingerie Marker Without Providing Any True Benefit Backfires

April 23, 2018

Amid controversy Pink sales are continuing and drop and their stock is starting to tumble for the first time in company history, marring Victoria’s secret premium brand image. Pinks place at the kiddy table as the lower cost sister store to Victorias Secret seems to be at the beginning of the end. Victoria’s secret clings to something resembling stability but it’s slushy at best. They are also extremely vulnerable to another shakeup. 

Victoria’s mall corner roots and slow creep to luxury status through constant price hikes has backfired, it seems they’ve finally outpriced the market. Now they’re going to pay for their mistake, well actually the women in their store’s will end up with the worst bill of all.

Placing yourself clearly at the top of the pricing landscape without providing any true benefit or differentiation from your competitors beyond brand loyalty is a dangerous play. Relying exclusively on brand magnetism is standing on very loose ground. Especially now when consumers have so many more lower cost options right across the food court. Not to mention the plethora of high quality and vastly larger selections available across the internet as a whole. With more convenient access to better quality products at substantially lower prices and a more pleasurable customer experience. Consumers are flooding out of malls and into the warm embrace of retailers tailored to their needs from the clothes sizing to providing a seamless and enjoyable buying experience. 

“Yes, we always have your size and it’s always in stock” says tech competitors in the space. 

It’s why the company has resorted to simply giving to the youngest most impressionable of the client base. Just so they can afford the product. We spoke with a Victoria Secret employee about the matter and she made it very clear not offering a customer a Victoria Secret card is an offense of the highest order. While signing up as many eager young girls as possible for their first adorable piece of pink plastic will net you office status, career advancement, and even in some cases a cash bonus. The economic and ideological shift here become even more obvious now, when even Pink the discount Victoria Secret can barely survive and the figure head luxury brand just barely clinging to their status symbol pricing by forcing and incentivizing their staff to push credit cards on their youngest most impressionable consumers. Who may not understand the consequences of a $1000 dollar for undergarments. APR is the only abbreviation they don’t text with.

It’s clear now Victoria Secrets bet on brand alone and nothing else is slowly failing and they’ll be stuck with the bill, or more likely their clients will see it on their new credit cards monthly statement after their teaser rate evaporates into thin air and are made fully aware of the fiscal implications that come with 14 luxury bra’s bought on credit. So Victoria Secret racks up the charges on bad corporate governance and teenage kids end up with the check! Plus debt they’ll hold onto for at least the better part of a decade.

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