Sample Essay on Victoria’s Secret vs. Fredericks of Hollywood

Victoria’s Secret vs. Fredericks of Hollywood

While there may be no major difference between Victoria’s Secrets and Fredericks of Hollywood, the sale and marketing strategies of the two companies is the major source of the perceived variance in outlook of the two stores. The two companies’ business models directly influence these perceptions. Victoria’s Secrets has transitioned well into e-commerce with an interactive website, allowing their customers make online purchases. Fredericks too has an online store. There are varied customer reviews on the services of these companies with Fredericks mainly getting more positive reviews. It is also important to note that Fredericks has a smaller market share and therefore it is easier for them to handle sales traffic. Fredericks is perceived to be more explicit with its set up seen to not encourage mothers and daughters visit the stores, unlike Victoria’s, which is perceived to be more family friendly. Victoria Secrets has a more aggressive campaign of attracting customers with inspirational quotes, female oriented product color schemes like pink undergarments.

Victoria’s Secrets emphasizes on how women should be proud of their sexuality and should focus more on impressing themselves. However, the design and messages imprinted on the undergarments are more likely to attract the attention of men than impress the wearer. Messages like “I dare you” and “Feeling Lucky?” are more oriented towards attracting attention from men. However, Victoria’s uses this to market women empowerment. Fredericks on the other hand is more direct with selling “the sexy”. They are more direct and explicit in comparison to Victoria’s Secret. The businesses purport to make women feel bold, sexy and proud of themselves. Considering the fact that the women being empowered are already or potential customers, this can be looked at as trying to impress and attract them to purchase their products. More like preying on women’s insecurities, perceived preferences and stereotypical female identities to sell their products. However, these enterprises are in the same line of business and therefore do not really sell different products and they also give the same message. They only package and present the messages and products differently.