How Does Victoria’s Secret Need Digital Marketing to Boost Sales in the Wake of the COVID-19 Outbreak?

Abstract

The surge in consumer time spent at home during Covid-19 and the general need for comfort and self-care during isolation has caused a rise in demand for lingerie. However, as the opening question suggests, people cannot select suitable lingerie offline, which is a concern for many. This paper examines how Victoria’s Secret increased lingerie sales through digital marketing in the wake of the Covid-19 outbreak. According to the cited questionnaire data, the most important thing for most women when choosing lingerie is the product’s fit. Therefore, for any brand to be successful in the marketplace, it must help women in terms of size, body type, and the correct type of lingerie garments. So, Victoria’s Secret should offer VR-relevant experiences on the app to attract more consumers. Moreover, Victoria’s Secret needs to have an age-specific market for consumers, offering different lingerie categories according to foreign markets. Furthermore, the company can build brand awareness through social media to target potential customers, increase consumer interaction to generate positive attitudes, and indirectly influence the willingness to buy sustainable clothing.