2The 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.
3VS Marketing Extensive advertising Victoria’s Secret Catalog CommercialsPrint ads in magazines and newspapersVictoria’s Secret Annual Fashion show:CBSWord of mouthFamous models (Heidi Klum, Gisele Bundchen)Sales (annual and semi-annual sales)s for special offers and events.
4Victoria’s Secret Direct Makes Victoria’s Secret available 24 hours/dayOnline 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.
5Victoria’s Secret Store There 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.
6Store 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 wallsDisplays of mannequinswearing lingerieSmells: Victoria’s Secret perfumesSalespeople help customers find sizes.
7VS 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
8SWOT Analysis Strengths Opportunities Weaknesses Threats Product offeringWebsiteCatalogMarketingOpportunitiesHaving plus size models and plus size clothing linesIncrease store size to include clothing in storeDesigner Lingerie- higher end (i.e. La Perla)Global expansion (UK, Europe and Asia)WeaknessesGives women a negative body imageLimited selection of sizesThreatsEmerging lingerie companiesDepartment store lingerieDiscounted lingerie or alternatives
9Target 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.
10SourcesDavis, Ryan. "Marketing Victoria's Secret." BusinessWeek 11 Oct 2006: n. pag. Web. 13 Apr <http://www.businessweek.com/bschools/content/oct20 06/bs _ htm>."Limitedbrands." Limitedbrands, Web. 13 Apr <http://limitedbrands.com/index.jsp>.Ambartsumyan, Anna. "Victoria's Secret Stores Go International." suite101.com (2010): n. pag. Web. 15 Apr <http://womens-intimate- apparel.suite101.com/article.cfm/victorias-secret-stores- go-international>.