The postal of the inauguration of the first premises of Victoria’s Secret In the country, on the top floor of the shopping Unicenter, in Martínezshowed a neat, long and effervescent row of people, mostly women, waiting to enter. Once the metallic curtain rose, a dozen informed buyers, admitted by batches, began to travel their luxurious corridors, while they observed between amazed and satisfied the high prices with which the iconic female brand began its sales nationwide.
“Prices are crazy, even change,” he shoots ROMINA ALLON37 years old, when consulted by news. “A body splash that in the United States put it in any promotion, here they sell it to 40 thousand pesos. A pajamas is 200 thousand and a bomber of the most basic, almost 30 thousand. The worst thing is that the same products in the Duty Free in Ezeiza are less than half, ”he concludes angry although he bought a set of underwear for the gift of commitment of his best friend.
Marketing operation. The landing of the renowned American lingerie and beauty articles in the country is the beginning of much broader commercial development that immediately includes the opening of a second place in Pacific galleries already future, points of sale in sale in Bullrich Patio, Paseo Alcorta and Dot Baires.
Although in 2019, when the company had announced its arrival in the country, twelve stores were estimated, the truth is that the Unicenter branch will serve as a fever thermometer that awakens the concept Victoria’s Secret In Argentines.
Among the clients who did not stop taking photos in front of the gondolas, Martina Aguirre24 years old and with tune Cordoba, he confesses: “I came on vacation to Buenos Aires and did not want to lose my inauguration. I found out on Instagram and came. It does not seem to me that prices are much more expensive than national brands. A woman with some Victoria’s Secret feels safe, with another mood. ”
Global market. News made a survey of local prices compared to those of other countries and the result showed that Unicenter’s values are the most expensive in the region. While a 100 milliliter EAU fragrance of parfum is sold at $ 159,990, in the United States it is acquired at $ 79.95, almost half at free dollar value. The same equation occurs when bodily lotions are compared that in the brand new premises of Unicenter are sold for $ 39,990 and in the United States they are obtained at $ 19.95 or in Santiago de Chile at $ 26.
But the most wanted in Victoria’s Secret They are their underwear sets. And in this market segment the same thing happens. While corpiños without hoops are sold to $ 61,990, in the United States they are obtained at $ 39.95, to today’s change, about 48 thousand pesos. Here is a noticeable strategy: the brand makes a difference in accessories and not with trunk products. Thus, an individual bag costs $ 159,990 while in other Latin American countries and in the United States, they cost $ 29.95. A gap of more than 350 percent increasethat more than one client noticed.
With the firm’s fulfilled expectations when opening its first premises in the country, even with prices offside reason, the expansion phase now begins. Once the success of the play is measured, they wait for their brands as Gucci, Dolce & Gabbana, Decathlon and Furla.
