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>.