1. The largest American retailer of lingerie Founded by Roy Raymond in 1977. One of subsidiaries of L Brands Inc.

2. Ranking No.345 in the Best Global Brand 3452 million USD as its brand value Ranking No.16 in Best Retail Brand in 2013 3. Components: Victorias Secret Victorias Secret PINK Victorias Secret Beauty 4. 1977: Victorias Secret founded by Roy Raymond and his wife in San Francisco, California in June 12th with $80,000 USD start-up funds. The first store located in Stanford Shopping Center in Palo Alto, California. 1977 to 1980: grossed $500,000 in its first year, set up 3 more store start sending catalogue and accepting mail-order. 1982: Face to bankruptcy. Sale to Leslie Wexner, creator of Limited Stores Inc. 1983: Strategy change from focus on men to women. 1985 to 1993: Victoria's Secret sold men's underwear. 1983 to 1990: Expand 346 store retailer in U.S.A. 1986: Victoria's Secret was the only national chain of lingerie stores. 1991: released their line of fragrances. 1993President change from Howard Gross to Grace Nichols cause the persistent quality problems 1993-1996: profits slowly grow. Miracle bra launched and sold 2million in the 1st year 1994: competitor Wonder Bra came up 2000: Sharen Jester Turney as the new chief executive of Victoria's Secret Direct . 2006 until now: growth 5. 1. Brand Image establishment 6. 2. Social Media Facebook: 24 million fans, the 19th most popular brand , the 2nd most popular retail store Twitter: 3.4 million fans, ranking 16th Instagram: 3.9million fans, ranking 11th YouTube: 65.9million views, ranking 72th 7. 3. Email Marketing 8. 4. Mobile Marketing application for smartphone SMS alert 9. 5. Victorias Secret Fashion Show Since 1995, Since 1999 broadcasted on internet Since 2001 broadcasted on TV $12 million budget In 2013, the show got 9.71 million viewers on TV and 3million views on Youtube. 10. Marketing Strategy 6. Television Commercials Sell the idea of Victorias Secret, rather than the product. The first Victorias Secret Super Bowl commercial lured more than 1,000,000 people to their website 11. 7. VS All Access Victorias Secret All Access is a page located on their website. additional information such as makeup tips, supermodel biographies, an insiders look at the Victorias Secret fashion show, and news events are shown. Give consumer a more personal experience 12. 8. Promotional Offers Every year, the day after the fashion show has been broadcasted, Victorias Secret holds a promotional event in store and online 9. Semi Annual Sale semi-annual sale, hold twice a year. 10. Coupons mail out a free panty card to their shoppers every month. also email out $10 off a bra cards. 11. Online Deals These offers often include $25 off your purchase, free shipping, etc. hosting some level off clearance items on their website 13. Names: Vicorias Secret PINK Slogans: Bringh Young Things 14. Spokesperson: Heidi Klum Tyra Banks Gisele Bundchan Adriana Lima Selita Ebanks Izabel Goulart 15. Physic: black, pink Victorias secret is focus on female products, obviously pink color is the color of women, it is the symbol of bright and young lives, women in pink look like more nifty and beautiful. The black color is the symbol of sexy elegance and mysterious, as the name tells, the secret makes women mysterious so that they look like more attractive. 16. Personality: Young, sexy, passionate, beautiful, positive If we presume the brand Victorias secret is a people, through all the products, sometimes we can find that she must be a young girl and she is nifty and enjoys every day of her life, she is passionate about all the fresh things and makes people around feel positive and relax, moreover, sometimes she is a mature beautiful lady, she is sexy and beautiful, man will always be attracted by her elegance and mysterious. 17. Culture: American culture, young and passionate life Style. Victorias secret is on behalf of the American culture which is fresh and unruly, and the passionate life style of American women. Self-image: Consumers want to be more attractive and live the life that is plenty of passion, energy and elegance. Consumers of Victorias secret are usually fond of pursuing the individualized life and act confidently. 18. Reflection/Reflected consumer: Confident and sexy and passionate young women. The potential consumers of the Victorias Secret is more like confident and sexy so that the culture and spirit of this brand can be illustrated to the people completely, to some degree the image of brand can be well reflected through the consumers Relationship: Having stronger self-esteem, women can live more confidently by dressing up sexier, women can get more attention from men and they may feel more loved. 19. The L brands company group Victoria's Secret is wholly owned by publicly traded L Brands Company (limited brands company) which is an American fashion retailer based in Columbus, Ohio . L Brands company consists not only the two famous brands Victoria's Secret and Bath & Body Works, but also the brands like Pink ,Henri Bendel and La Senza. 20. L Brands Inc. Victoria's Secret founded by Roy Raymond in 1977 stylish ,glamour, wants to embrace sexy & feminine slde age 22-30 Bath & Body Works body & bath for women and the soin of the body'product Pink new and emerging line, age group 15-25,college coeds,young hip and fashionable. products: lougewear, sleepwear intimate apparel La Senza sexy lingerie Henri Bendel the bag and accesoire for women The structure of the L Brands company 21. The structure of the Victorias Secret Victorias Secret Victorias Secret Victorias Secret PINK Victoriqs Secret beauty 22. Positioning of brand: Victorias Secret: Women aged 18-30 who are attracted to the brands style and prestige, with a desire to look and feel sexy and fashinable. Men who seeks rewards in their lives with gifts for their female parteners eg girl friend of wife. Pink: Late teen and college-age women who seek the brand to complement her young,fun and sophisticated personality. The also frequent social media sites ,like facebook and twitter 23. Brand Equity 24. The strategy of brand : Brand attached permanently and exclusively a product: Good quality, prestige of lingerie to make the women feel sexy, confident ,young and stylish every occasion,everyday with victorias Secret lingerie Different product to different target : Victorias secret :women glamour and sexy ,confident and Pink for young girl :lifestyle ,youth 25. Expanding into New Products : Victorias Secret launched a new perfume in the beauty section. The Victorias Secret catalogue has grown to include over 50 pages of clothes and swim suits, constituting more than half of the catalogue 26. Extension What is a Brand Extension ? One of the most important changes in the market is the prolifration of extensions. Managers use extension strategies under the asumption that brand associations (e.g quality, reliability, status) an affect (attitudes) will transfer to the extension. In most of the product catgories including fats moving consumer goods, consumer durables and services, lline extension has been the name of the game. It is an expansionist move. In that case the firm see to seek growth more vigorously. 27. Victorias secret has become famous through her fine lingerie worn by the most beautiful women in the world at a considerable cost (from 25$ to 3 millions). Therefore the brand chose to target others markets by extanding their lines of products, which are directly connected to the same spirit that drove victorias secret to the top feel sexy, confident and comfy Other than applying a brand extension startegy the brand has also settles line extension. Thus the samrtest move is here to group every type of wear (basic, fashion, Holiday, luxurious) 28. PANTIES : (Thongs, cheekies, hip huggers, bikinis, briefs, shapewear etc) 29. SLEEP : (Pyjamas, sleepshirts, linge rie, slips, robes, slippers) BEAUTY : ( fragrance, beauty care, make up, selftanner, hair care, skincare) 30. SWIM : ( Bikinis, one piece, tankinis, cover ups) SPORT : (sport bras, panties, tops, bottoms, ge ar) 31. Clothing : (sweater, pants, dress, denim etc) 32. SHOES : (flats, heels, sneakers, sandals) 33. PINK (brand for the youth, shoes, swim, apparel, accesories bras etc) 34. Alliances An Alliance or Co-branding is a useful strategy for many businesses seeking to increase their sales and cash flow. Many different types of businesses use this strategy, such as retailers, manufacturers etc. Studies indicate that co-branding is an effective method of increasing customer loyalty. Victorias managed to be as successful in the lingerie business as well as the clothing line, but the brand is constanly using Alliances to push their sales especially for Pink and the clothing line. 35. Internationalisation : Victoria's Secret is now the most popular brand in the world; In addition to that accolade, Victoria's Secret has reported record sales for three years straight, and destroyed their competitors. The lingerie chain's ramped-up marketing efforts are best- demonstrated by its annual fashion show. In 1995, $120,000 on the show. Last year $13 million. American tradition, with 9.3 million viewers in 2012 over 200 countries in print, FB, YouTube, and TV Must-watch for young women in the United States. ton of marketing (online, print, store deals) consistent new product introductions (bras) 36. VICTORIAS SECRET DIRECT CATALOGUE THE VICTORIA S SECRET FASHION SHOW : 37. Definition: CSR (corporate social responsibility) aims to take care of social, economic and environmental impact, and consideration of human rights. Providing value to society. Corporate initiative to assess and take responsibility for the company's effects on the environment and impact on social welfare. Is a concept that corporations have an obligation to consider the interests of customers, employees, shareholders, communities, and ecological considerations in all aspects of their operations. 38. CSR: Corporate Social Responsibilty CSR, also called corporate conscience, corporat e citizenship, social performance, or sustainable responsible business Sustainable development Culture responsibility 39. There are two types of corporate social responsibilities: The first one consists of corporations providing funding/donations and resources for worthwhile social causes. The other type of CSR involves taking out a plan to produce products or provide services that are in the best interests of society, in the means of production and services. 40. Importance Good and environment-friendly materials for products Company sprit --make women be more confidence Make events to calm social peace and help people who need to help 41. Victorias Secret parent company Limited Brands and the Benetton Group have agreed to eliminate all hazardous chemicals from their supply chains and products by 2020 after pressure from Greenpeace to sign on to its Detox campaign. 42. Victorias Secret has always claimed to practice business ethics and social responsibilities. As part of this responsibility they have integrated the protection and preservation of global resources into their everyday business practice. Victorias Secret mails over one million catalogs per day, catalogs that are printed entirely on Forest Stewardship council certified paper. By using this paper they show ethical and thoughtful environmental behavior. At the same time they set an example for other companies to follow their lead. 43. Social Charity Sassy raised a cool $1.1 million for both American and international non-profits organizations during Victorias Secret Fashion Show, which aired last night on CBS. American Cancer Society, Dance 4 Life, Safe Horizon, and World of Children are among a few of the many organizations that will benefit from this charitable giving of shows donors. 44. Deemed one of the most lavish and exciting fashion events of the year, most viewers dont even know about the shows charitable history since 2002 has raised over $5 million! 45. The show began with an announcement that Victorias Secret and CBS had each made a donation to Sandy relief efforts, and also a thank-you to the National Guard members based out of the Lexington Ave. Armory, the site of the show the past few years. 46. Rihanna opened the show, performing Diamonds while clad in a sexy little black dress accented with a pearl choker. Justin Beiber, he sang Beauty and the Beat and As Long as You Love Me while donning a white vest, white jeans and stylish white high-tops. Meanwhile, Bruno Mars wowed the crowd with Locked Out of Heaven and Young Girls. Victorias Secret invite these super stars to wear their clothes to claim people pay attention to philanthropy. 47. To engage the audience, on deeper level, beyond their product or services. Publicizing the brand and creating a consumer centered image. Building a sense of teamwork and positive work environment. To go beyond products and profits definitely provides a warmer and positive image. 48. Thank you for attention!