What is the secret that Victoria has and won't tell? Some think it is clever branding and they are correct. Just the mere mention of this infamous retailer and the mind wanders. It may be a topic of boredom to many but one has to admit, they do have a secret. The same look-alike lingerie in the bargain superstores sells for far less but we know you cannot judge a book by its cover. It's what is inside that truly matters. Some would say it's the same identical item with a different label. The same as generic brands at supermarkets. Quite possibly.
No one can deny the success of Victoria's Secret. Of course, sex appeal sells but there's more to it. It was back in 1987 that Rolls-Royce came by what I believe is the secret. The sense of smell. Read the following found in a June 1987 issue of the New York Post:
"For some people the essence of a Rolls-Royce is the singular scent of its leather upholstery. Expecting that the sense of smell can also lead to sales in non-food areas, Rolls-Royce Motor Cars, the Lyndhurst, N.J., marketers of the British luxury vehicle, has captured that aroma of wealth and will be releasing it to an appropriate audience through the pages of Architectural Digest magazine. The July issue on sale June 10 will carry one full page and a four-page, half-page insert, all leathery looking and carrying a scent strip courtesy of Webcraft Technologies. The headline: ''This, in essence, is Rolls-Royce.''
Readers, whose buying juices were activated, were supplied with an 800 phone number to arrange for a test drive, the next step down the road toward lavish spending. This smell-o-rama campaign is what I believe is Vicki's secret! I did not do the research to see how Rolls-Royce Motor Cars faired with their campaign but I believe they sold cars that would not have otherwise sold because of it.
Consumers of the female gender have a difficult time walking past Victoria's Secret. The aromatic atmosphere lures us inside and once there, we will linger, loiter and spend loot. Males are just happy to be along for the ride even though they may appear embarrassed. They enjoy the idea of making a purchase of the sexy lingerie and undies that will be for their eyes only. However, the same pheremones will cause them to empty their wallets and spend more than they had planned. Sales clerks know this and take advantage of every sales opportunity. Why shouldn't they? They're paid to do exactly that!
Barnes and Noble booksellers understand the power of the sense of smell. It's why they have Starbucks and the cafe at the front of their stores. While shopping at Victoria's Secret and Barnes and Noble, you feel at home. You get a sense of comfort and belonging because, your bath and bedroom smells fresh and aromatic. You brew coffee in your kitchen and curl up to a good book on the couch.
The sense of smell can be extremely evocative. It conjures memories and those memories are pleasant ones while shopping at Victoria's Secret. Here are some fun facts about the sense of smell. These were found at the Sense of Smell Institute's website. Their mission is to, "be a leading global resource relating to the sense of smell and its importance to human psychology, behavior and quality of life. We encourage exploration into the broader multisensory context of smell, including its interplay with taste."
Victoria's Secret knows what the first fun fact is all about in branding and revenue. The sense of smell plays a vital role in our sense of well-being and quality of life. Sure, the lingerie's sexy but it's the lotions and potions that causes us to spend and sometimes with wreckless abandon!
The nose knows. That's my opinion and I've rubbed your nose in it!
© 2008 Avis Ward of My FM!
