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Victorias Secret Brooke Malama Ocean Trail Yifu Ma Limited Brands is committed to building a family of the worlds best fashion brands offering captivating.

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Presentation on theme: "Victorias Secret Brooke Malama Ocean Trail Yifu Ma Limited Brands is committed to building a family of the worlds best fashion brands offering captivating."— Presentation transcript:

1 Victorias Secret Brooke Malama Ocean Trail Yifu Ma 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

2 Background Founded in 1977 by Roy Raymond, who wanted to create a retail concept that was comfortable for the male consumer Held by L Brands Inc. (NYSE: $56.61) 59% of revenue is generated by VS Specializes in lingerie, womenswear, and beauty products Around 1019 stores (US)

3 VS Target Market Sexy and confident women Middle class woman, age 20 to 40. Shifted target from men buying lingerie for a spouse to a focus on women

4 PINK Target Market Gateway to Victorias Secret line Good Strategy to foster brand loyalty Young and confident college girls Bright product color Trend: High school girls and teens

5 Store Layout Consistent with brand image Pink lighting fixtures and magenta armoires Separate rooms for each brand Displays of mannequins dressed in lingerie Portraits of VS Angels Dressing rooms with large mirrors and couches Sales associates assist customers by finding appropriate sizes

6 Marketing Strategy Multi-channel retailing - Social media - marketing - Mobile marketing - Victorias Secret Fashion Show - Promotional Offers - Semi annual sale - VS all access - Coupons - Online deals - Reward cards

7 SWOT Analysis Strengths - Strong company brand presence with over 1000 company stores across the globe. - Utilizing all their social media platforms (Facebook, Twitter, YouTube, Pinterest, Instagram) - The companys sub-brand Pink targeting late teen and college age teens has been a great success. - The companys active online marketing wherein they have active blogs, catalogues to create awareness about their product lines. - The brand uses organic and fair trade raw materials for its clothing lines. Weaknesses - Several competitors means customers have a lot of choices and brand switching is high - Fake products with the same name affect sales as well as brand image

8 SWOT Analysis Opportunities - The brand can extend its portfolio by foraying into different lines to expand its offering. - The brand can focus on markets like Asia where it has limited reach. - The brand could create online digital dressing rooms to create a greater appeal for their products. Threats - Due to limited resources the company can face serious issues in lieu of an economic downturn - The highly fragmented fashion industry would mean less brand loyalty. - Competition among other brands

9 References htmlhttp://finance.yahoo.com/news/l-brands-present-icr-xchange html asp?privcapId= http://investing.businessweek.com/research/stocks/private/snapshot. asp?privcapId=


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