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Victoria’s Secret

Victoria’s Secret. Lauren Archer Martha Burkard Ian Fraiser. The Business. Started 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 catalog

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Victoria’s Secret

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  1. Victoria’s Secret Lauren Archer Martha Burkard Ian Fraiser

  2. The Business • Started 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 catalog • Limited Brands owns Victoria’s Secret along with: • Bath & Body Works, C.O. Bigelow, Henri Bendel, La Senza, and The White Barn Candle Co.

  3. 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.

  4. Victoria’s Secret Direct • Makes Victoria’s Secret available 24 hours/day • Online store website, Vspink • One 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.

  5. Victoria’s Secret Store • There are over 1000 stores nationwide • Includes 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.

  6. Store Layout • Victoria’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.

  7. VS Misson • Mission 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

  8. SWOT Analysis • Strengths • 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

  9. Target Market • The 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.

  10. Sources • Davis, 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>.

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