ADHERENCE TO THE MARKETING LAWS AS THE SECRET OF SUCCESS IN NEW BRAND PROMOTING

This article is analyzing the world’s leading lingerie brands successful promoting. The historical development of the brands Victoria’s Secret and Ma P’etite Culotte is taken as an example, the marketing activities of these companies, which led to its world success, are considered in this article as well. Besides, similarity and uniqueness of marketing activities of these two brands are analyzed. It is pointed out that both companies were first focused on men, whereas women were attracted to it later, at the peak of the brand popularity. Despite the fact that the successful marketing strategy was the choice of new brand target audience, this new approach didn’t contradict to the main marketing law which is a focus on customer satisfaction.

Victoria’s Secret, Ma P’etite Culotte