victorias secret lauren archer martha burkard ian fraiser
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Victoria’s Secret
Lauren ArcherMartha Burkard
Ian Fraiser
The BusinessStarted in 1977 in San Francisco by Roy
Ramond, a Stanford Business Graduate student who felt embarrassed buying lingerie for his wife at the department store.◦Created the store as well as the mail
order catalogLimited Brands owns Victoria’s Secret along
with:◦Bath & Body Works, C.O. Bigelow, Henri
Bendel, La Senza, and The White Barn Candle Co.
VS Marketing Extensive advertising Victoria’s Secret Catalog Commercials Print ads in magazines and
newspapers Victoria’s Secret Annual
Fashion show:◦ CBS
Word of mouth Famous models (Heidi Klum,
Gisele Bundchen) Sales (annual and semi-
annual sales) Emails for special offers and
events.
Victoria’s Secret DirectMakes Victoria’s Secret
available 24 hours/day Online store website,
VspinkOne of the fastest
growing and profitable ecommerce website.
Sells lingerie, clothing, shoes, swimwear, and beauty products.
Catalogue reaches more than 390 million customers each year.
Victoria’s Secret StoreThere are over 1000 stores nationwideIncludes an extensive selection of
lingerie, bras, panties, sleepwear, hosiery, and more…
Victoria’s Secret beauty products.Store has several VS lingerie collections;
such as Pink, Very Sexy, and Body by Victoria.
Store LayoutVictoria’s Secret store image:
◦Colors: soft pink, to portray femininity, use of glossy black in their displays to portray a sexier image.
◦ Images of their models on the walls
◦Displays of mannequins wearing lingerie
◦Smells: Victoria’s Secret perfumes
◦Salespeople help customers find sizes.
VS MissonMission Statement:
“Limited Brands is committed to building a family of the worlds best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders”
Social Responsibility: labor practices, core values, community involvement, protecting environment“I believe companies like ours should be a source
for good. For us. For communities. For the world.” -Les Wexner, CEO of Limited Brands
SWOT AnalysisStrengths
◦ Product offering◦ Website◦ Catalog◦ Marketing
Opportunities◦ Having plus size models
and plus size clothing lines
◦ Increase store size to include clothing in store
◦ Designer Lingerie- higher end (i.e. La Perla)
◦ Global expansion (UK, Europe and Asia)
Weaknesses◦ Gives women a
negative body image◦ Limited selection of
sizes
Threats◦ Emerging lingerie
companies◦ Department store
lingerie◦ Discounted lingerie
or alternatives
Target MarketThe 20 year old
college student, who buys the Pink line.
30 year old mom who buys Victoria’s Secret clothes online.
Empty nester who seeks Victoria’s Secret to spice up her life.
Men buying gifts for their significant others.
SourcesDavis, Ryan. "Marketing Victoria's Secret."
BusinessWeek 11 Oct 2006: n. pag. Web. 13 Apr 2010. <http://www.businessweek.com/bschools/content/oct2006/bs20061011_780959.htm>.
"Limitedbrands." Limitedbrands, 2008. Web. 13 Apr 2010. <http://limitedbrands.com/index.jsp>.
Ambartsumyan, Anna. "Victoria's Secret Stores Go International." suite101.com (2010): n. pag. Web. 15 Apr 2010. <http://womens-intimate-apparel.suite101.com/article.cfm/victorias-secret-stores-go-international>.