Victoria's secret

1. Victoria’s Secret Teddy Lord, Cameron Martin, Colby Hough, and Liz Leinbach

2. How it all started Roy Raymond established Victoria’s Secret in 1977 Started as a store for men Limited Brands acquired Victoria’s Secret in 1982 Completely overhauled the company

3. Limited Brands Formerly known as “The Limited Inc.” Slowly made Victoria’s Secret into one of the top 10 most recognized brands in the world Now a store for Women, not men Expanded to 1,019 stores in the United States

4. Target Market Customers are sexy, confident, and have a desire for “sensual fashion” Targets middle class women Ages 20-40; does NOT specifically target young women Targets men shopping for girlfriend, wife, etc. Victoria’s Secret was created by Roy Raymond, as a place for men to buy their wives lingerie

5. Target Market (PINK) Victoria’s Secret PINK Collection Targets a younger, college aged woman (19+) Inevitably attracts teens and high school girls Brighter colors, trendy prints, less sensual attire “Designed to be more cute than racy” Meant as a gateway in the main Victoria’s Secret Line

6. Victoria’s Secret Stores Average size: 6,000 sq ft Very unique layout Most have black or cream colored interiors Very nice interiors Sub-brands separated in the store

7. Flagship store NYC Located in Herald Square 25,000 sq ft Three floors Each floor intricately pieced together by Victoria’s Secret designers

8. Retailing Retail stores located all throughout the United States Started off as 3 boutiques First national lingerie store (multiple collections) Sold at Victoria ’ s Secret: PINK: life style brand for younger women, colorful stores, some separate stores Swimwear : now available in stores VSX Sport : women ’ s athletic apparel Beauty: makeup, fragrances (also men ’ s), skin/hair care Clothing: handbags , accessories, jackets, denim, tops, dresses

9. Product Sourcing Limited Brands takes much pride in sourcing from places that meet their strict standards No tolerance policy Deem their products “fair trade” and “good for women, good for the children who depend on them.”

10. Scandal in Burkina Faso In late 2011 people discovered source of some of Limited Brand’s imported cotton Cotton specifically used in Victoria’s Secret Came from impoverished cotton farms Child labor Abuse Unpaid workers

11. Digital Strategies Omni Integrated Digital Strategy = same experience everywhere Social Media Facebook (2nd most popular retail store on the site, 18th most popular brand ) S eparate pages for Victoria ’ s Secret, PINK, and VSX Twitter , Pinterest, Instagram, YouTube Respond to customer comments and questions

12. Digital Strategies VictoriasSecret.com offers , deals, organized VS ALL Access Email Marketing new product= email blast customers Mobile Marketing apps for iPhone , iPad , Android phones TV / Radio Ads popular super bowl ads Thefuture.fm Victoria ’ s Secret Fashion Show

13. Victoria’s Secret Catalogue D irect marketing approach $ 220 million a year is spent on the catalogs sent to customers' homes includes postage, creative, printing, paper and circulation VS uses print to drive more " emotional content” The Victoria’s Secret brand is in the mature stage of the product life cycle E mphasis is focused on the product rather then creating a buzz around their brand

14. Current Marketing Strategies: Freebies C oupons are sent out in the mail every month with free gifts No purchases are necessary Creates traffic in the store Causes impulse purchases Costs for freebies are low in comparison to the profits

15. Semi Annual Clearance Sales I tems only go on sales during specified time frames Items are discounted between 25 to 70% Creates space in retail stores and warehouses for new products Targets different types of consumers

16. VS Secret Rewards G ift card with an unknown amount of money Redeemable within a specified time frame on the card Values range from $10-$500 Can be utilized online or in the retail store Drives traffic Acts as an incentive to make purchases with the help of the reward card

17. Expansion of PINK 20% of stores carry the full Pink assortment In 2012, 34 U.S. stores totaling 109,000 square feet In 2013, an expansion to 83 stores will occur with 282,000 square feet “Growth in lingerie and Pink were the primary catalysts for a 3 percent increase in VS’ fourth-quarter same-store sales, while beauty business was flat and holiday performance. ” - Stuart Burgdoerfer (WWD)

18. The VS Designer Collection H igh -end lingerie collection In -house designers S old online at V ictoriasSecret.com and at 13 VS locations “ Bras retail from $98 to $158; undies and garter belts are $38 to $68; baby dolls and teddies are $158 to $218, and the kimono and merry widow are $120 and $298, respectively. ” - WWD

19. Victoria Secret Fashion Show Incorporates their under garments into outrageous themed costumes 11.5 million viewers in 2012 M ostly women They have created a tradition “Angel wings” implemented in 1998 Cater to their target audience integrating popular entertainers Justin Bieber and Rihanna “The 2012 themes: Circus , Dangerous Liaisons, Pink Is Us, Silver Screen Angels, Angels in Bloom and Calendar Girls.”

20. Competitors Aerie- American Eagle Launched in 2006 Targets 15-25 year old women Intimates Collection Bras, thongs, sleepwear, sweatpants, “adorable wear” Competes with PINK “Dorm-Wear” fad Price? Appeal? Preference? Bare Necessities Launched in 1998 Second largest online specialty retailer for intimate apparel Known for assortment of bras and lingerie 3700 styles from 170 brands Bras, panties, swimwear, etc. Competes with Victoria Secret’s main lingerie selection Targets middle aged women Ages 20-50

21. Major Strengths Market Leader Extremely good at advertising E-mails, TV commercials, Fashion Shows, Facebook, Twitter, etc. ($66 million per year) Traditional and Digital Marketing Vast number of stores Very few competitors, all of which are less successful Multiple Sales Channels

22. Major Weaknesses Parental view of Victoria’s Secret Many people think Victoria’s Secret is wrongfully exposing preteens to “adult items” “Bright Young Things”? Unable to expand their target market; very specific market

23. VS Fashion Show

24. Work Cited http://www.wwd.com/markets-news/financial/limited-brands-speeding-pink-expansion- 6812441 http://articles.chicagotribune.com/2012-11-20/business/ct-biz-1120-bf-secret-marketing-20121120_1_victoria-s-secret-victoria-s-secret-s-fashion- show http:// www.qualitylogoproducts.com /blog/4-victorias-secret-marketing-tricks/ http :// www.wwd.com /fashion-news/fashion-scoops/victorias-secret-launches-first-high-end-lingerie-collection-5564144?src= search_links http ://raventools.com/blog/6-content-marketing-lessons-from-victorias-secret-fashion-show / http://www.wwd.com/markets-news/intimates-activewear/victorias-secret-under-fire-6872180?src= search_links