Victoria’s secret will need to consider the direct and indirect competitors in the Portuguese market already. They will need to asses the prices, quality and type of products so that they can make their entrant into the market a strong and suitable one, being priced correctly to compete with their competitors in the market. (Pink squares are direct competitors and Black squares are indirect competitors). 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

From the brand adjacency map you can see that the three main competitors for Victoria’s Secret in the Portuguese market are: Oysho, Dim and Intimissi. They all sell lingerie, swimwear and clothing at a mid price. Victoria’s secret would be successful in the Lisbon market as there is a gap in the market for luxurious and high quality products and only being a fraction higher in price than other competitors by 5 euros on average for a stylish bra over the plain bras sold by the competitors however for this price they will be getting more luxurious designs and shapes.