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Mass Marketing Vs. Niche Marketing: Victoria’s Secret Vs. Louis Vuitton

Mass Marketing Vs. Niche Marketing: Victoria’s Secret Vs. Louis Vuitton. Jenna Vermont ● Mouna Zaghdoudi The 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

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Mass Marketing Vs. Niche Marketing: Victoria’s Secret Vs. Louis Vuitton

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  1. Mass Marketing Vs. Niche Marketing: Victoria’s Secret Vs. Louis Vuitton Jenna Vermont ● MounaZaghdoudi The University of Tampa FYW 102

  2. 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

  3. Mass Marketing

  4. What is Mass Marketing? • An attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media.

  5. Niche Marketing

  6. 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.

  7. Mass Marketing-Example

  8. 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

  9. 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)

  10. Niche Marketing - Example

  11. Company Overview • Atrunk-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.

  12. 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

  13. Niche Vs. Mass

  14. Victoria’s Secret’s Marketing Strategy

  15. VS Pink Line • 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 http://www.youtube.com/watch?v=8tFcwulADJA

  16. 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/

  17. Fashion Show • Every year there is • a televised fashion show • for the brand, with • outrageous costumes • showcasing 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

  18. 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

  19. 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

  20. Louis Vuitton’s Marketing Strategy

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

  22. 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.

  23. References Picture 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

  24. Contact Info Email addresses: mouna.zaghdoudi@spartans.ut.edu Jennafer.vermont@spartans.ut.edu Phone numbers: Mouna (813) 419-9034 Jenna (727) 631-8831 Blogs: Mouna http://mounazaghdoudi.wordpress.com/ Jenna http://vermontjennafer.wordpress.com/

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