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Victoria.pptx - Victoria's Secret

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					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
 Limited 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 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.
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.
    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.
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
SWOT Analysis
   Strengths                           Weaknesses
    ◦   Product offering                 ◦ Gives women a negative
    ◦   Website                            body image
    ◦   Catalog                          ◦ Limited selection of sizes
    ◦   Marketing
                                        Threats
   Opportunities                        ◦ Emerging lingerie
                                           companies
    ◦ Having plus size models
      and plus size clothing lines       ◦ Department store lingerie
    ◦ Increase store size to             ◦ Discounted lingerie or
      include clothing in store            alternatives
    ◦ Designer Lingerie- higher
      end (i.e. La Perla)
    ◦ Global expansion (UK,
      Europe and Asia)
    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.
Sources
 Davis, Ryan. "Marketing Victoria's Secret." BusinessWeek
  11 Oct 2006: n. pag. Web. 13 Apr 2010.
  <http://www.businessweek.com/bschools/content/oct20
  06/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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