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Mass Marketing Vs. Niche Marketing:
Victoria’s Secret Vs. Louis Vuitton
Jenna Vermont ● Mouna Zaghdoudi
The University of Tampa
FYW 102
Overview
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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
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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
•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
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 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
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
Louis Vuitton’s
Marketing Strategy
Target Audience
http://www.youtube.com/watch?v=qHT9r4xNvk
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.
References
Picture retrieved from http://www.fanpop.com/clubs/louisvuitton/images/59255/title/louis-vuitton-wallpaper
Picture retrieved from http://globalgrind.com/2010/07/28/the-10-people-kanye-westshould-follow-on-twitter/
Picture retrieved from http://www.louisvuitton.com.au/front/#/eng_AU/Stores/StoreLocator/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-louisvuitton-in-warsaw.html
Company overview http://www.lvmh.com/the-group/lvmh-companies-andbrands/fashion-leather-goods/louis-vuitton
Contact Info
• Email addresses:
[email protected]
[email protected]
• Phone numbers:
Mouna (813) 419-9034
Jenna (727) 631-8831
• Blogs:
Mouna http://mounazaghdoudi.wordpress.com/
Jenna http://vermontjennafer.wordpress.com/