Vietnam National University, Hanoi - University of Economics and Business

2. Criteria for
choosing brand
elements
Victoria’s Secret Triumph
Memorability - Seeing the logo and
reading the name of the
brand.
- Doutzen Kroes, Adriana
Lima, Miranda Kerr,
Candice Swanepoel etc
- The other marketing
(fashion show, Facebook,
Twitter etc.)
- 'It's your time to blossom,
- 'Get fitted, feel good,
reveal the new you‘
- Promotion: hanger swing
tickets, product stickers,
posters and a short motion
sequence

3. Vitoria’s Secret Triumph
Meaningfulness The meaning of the brand
is clearly all about the
whole customer
experience. Some people
do not really know what
Victoria’s Secret means or
stands for as a brand, but
that does not affect the
salience of the brand in the
customers mind
Triumph is the only
European having special
designs for Asian women.
The meaning of the brand
is making people beautiful.
Comfortable-Qualitative-
Innovative- Fashionable are
all Triumph competencies.

4. Victoria’s Secret Triumph
Likable Funny, young and Sexy
Fashion shows, campaigns,
advertising, etc.
A lot of social media
Girls and young women
looking up to supermodels
Men who love watching the
yearly fashion shows
Light color as pink, white,
flowers pattern, etc.
Smart, sensitive and
independent
Fashion shows, campaigns,
advertising, etc.
A lot of social media
Girls and career oriented
women
Warm color as Red,
Brown, milk-white, etc.

5. Victoria’s Secret Triumph
Transferability Main focus is on the
American and British
market.
Make-up, fragrances,
bath- and body products,
shoes, swimwear and
many more.
Change to enter Britain
and EU market.
Worldwide
Focus on only lingerie and
sleepwear.
Special designs for Asian
women.

6. Victoria’s Secret Triumph
Adaptability - FASHION FIELDS
-Performing well at
Adaptability criteria
- Based on "Best Retail
Brands 2013 by Interbrand“
BETTER
-Every line or product
Victoria’s Secret has is
adaptable, flexible and
updatable, even the
models!
- FASHION FIELDS
- Performing well at
Adaptability criteria
-Based on "Best Retail
Brands 2013 by Interbrand“
-Not as good as VS

7. Victoria’s secret Triumph
Protectable
(Legally and competitively)
- No franchise
- The intellectual property
is exactly the same in
every international
franchise as in the
United States.
- Not easily be copied
Copyright 2012
- Triumph International
Vietnam
- All rights reserved

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