VICTORIA’S SECRET – Mini Case

Roy Raymond Leslie Wexner

Key Personalities

Founded on June 12, 1977

HOW IT STARTED ??Victoria

Victorian era

Secret

Hidden underneath the clothes

PRODUCTS

LINGERIE

CATALOGS

MONTHLY

BODY CARE

RESULTS !!

HAPPY CUSTOMERS

Victoria’s Secret as an ice breaker !!

Very few Lingerie shopping options

Little design and style

Good lingerie are provocative

Shy female customers

Intimate product be stylish, trendy, acceptable, innovative,

accessible

Style and sophistication

Being Sexy is embarrassing

SECRET INNOVATIONS OF VICTORIA’S SECRET

World famous and annual activity

The PINK Campaign

WINGS

FANTASY BRADiamond and precious gem-studded lingerieMillion-dollar manufacturing priceHigh auction amountSuper models walking the ramp

To Connect with its Customers..

Takes telephone orders 24 hours a day

Catalogs to browse and shop lingerie in the comfort and privacy of their homes

Multi-utility stores

Television ads

Online shopping

Challenges

• Narrow product line of producing only lingerie• Doesn’t cater cultural variations• Upcoming similar and cheap brands• Hefty advertisements• Celebrity endorsements• Targeting middle-aged women only

What’s next for VICTORIA’S SECRET

?

Expanding its product line beyond lingerie and body care to health care Endorsing to common people save from supermodels Sponsoring general events Addressing cultural variations across globe More awareness in market for its brand and quality

DISCLAIMERThis is a mini case study prepared by Kiran Gotaphode from Shri Ramdeobaba College of Engineering and Management during marketing internship under Professor Sameer Mathur.

Prof. Sameer MathurIIM Lucknow

Kiran GotaphodeSRCOEM