“We want Victoria’s Secret stores in [enter your country of residence].” This is what I imagine all non-US and Canadian lingerie-wearing female residents and their lovers desire. Before I moved to the US from The Netherlands less than 2 years ago, I would visit every summer with wish lists from my friends wanting some VS goodies.
A couple of years ago I did my international internship in DC and during that time I worked part-time at VS at the Pentagon city mall. The store attracted a lot of tourists who often mentioned to me how much they would love to have our stores in their home towns. Not sure why Vicky isn’t branching out internationally when there seems to be so much interest. Maybe she’s scared her secret will be revealed #corny #sorry….(shame on me for using hash tags where it has no use). Rumor has it; Victoria is a dude. You didn’t hear from me!
There seems to be significant brand recognition in Norway already mostly through the internet and social media. Out of the 4.6 million people in Norway, 1,065,060 are FB users. VS is very active in promoting the brand and products through social media…the brand’s FB page has the most mutual “likes” between me and my friends. The wall is updated a couple of times a day and a post could get more than 30.000 “likes” and over 3.000 comments. all over the world. The Norwegians, however also have their own petition type FB group to get VS stores in Norway.
Insight: I think that if Vicky would take a risk in having her/his secret revealed and open stores in Norway, there would already be a market niche and little brand awareness campaigns would be needed. I believe social media and word-of-mouth would carry the brand to be successful in that market. People wouldn’t be saying there is a new lingerie store in town, they’d be rejoicing: Victoria’s Secret is finally here!
For more internet presence stats in Norway click here
Study of Norwegian Social Media users click here