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)
s 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 Opportunities Weaknesses Threats
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 < 06/bs _ htm>.
"Limitedbrands." Limitedbrands, Web. 13 Apr <
Ambartsumyan, Anna. "Victoria's Secret Stores Go International." suite101.com (2010): n. pag. Web. 15 Apr < apparel.suite101.com/article.cfm/victorias-secret-stores- go-international>.