TRNG I HC NGN HNG TP H CH MINH KHOA QUN TR KINH DOANH

MN: XY DNG V QUN TR THNG HIU

BI TIU LUN
ti: Nhn din thng hiu Victorias Secret.

GVHD: Ths.Ng Th Xun Bnh.

Nhm: 5

Danh sch thnh vin:

STT
1 2 3 4 5 6 7 8 9

H v tn
Nguyn Th Vn Trn Hong Bo Phan Cao Nguyn Tn Nguyn Minh Phm Hng Trn Bo Trn Nh Nguyn L Hong Anh Hn Minh Ti Thnh Thm Trm Uyn Yn

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Ghi Ch
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Phn I: Victorias Secret thng hiu lt hng u th gii. ............................................................ 3 1. 2. 3. a. b. Sng lp: ................................................................................................................................3 Qu trnh hot ng: ..............................................................................................................3 Sn phm: ..............................................................................................................................5 Mt vi dng sn phm c a chung ca Victoria's Secret: ............................................5 Cc dng sn phm chm sc sc p cng l mt th mnh ca VS. ....................................6

Phn II: Yu t to nn thng hiu Victorias Secret. ............................................................................. 6 1. 2. 3. 4. Ni quy khch hng. ...............................................................................................................6 Nim am m dn n thnh cng. .........................................................................................6 Lm cho mnh m hn. ..........................................................................................................6 Cc vn Lm th no Chng ti chi tr chi. ....................................................................6 Thng hiu: .........................................................................................................................7 Logo :.....................................................................................................................................8 Slogan: ...................................................................................................................................8 Chng loi: ............................................................................................................................8 i din: ................................................................................................................................9 Hot ng x hi: ................................................................................................................. 10

Phn III: Hnh nh hon m thng hiu xy dng................................................................................. 7 1. 2. 3. 4. 5. 6.

Phn IV: Tha mn mi nhu cu v kht khao ca phi p. ................................................................ 11 1. 2. 3. Li ch cm xc: ................................................................................................................... 11 Li ch t th hin: ............................................................................................................... 11 Li ch chc nng: ............................................................................................................... 11 Tp ch v thi trang v cataloge: .......................................................................................... 12 Nhng thin thn ca Victorias secret: ................................................................................ 13 Nhng qung co thu ht: .................................................................................................... 14 Truyn thng qua mng x hi: ............................................................................................ 14 Show din thi trang nh m: ............................................................................................ 15

Phn V: Victorias Secret lm g mang gi tr ca mnh n vi khch hng. .................................. 12 1. 2. 3. 4. 5.

Phn I: Victorias Secret thng hiu lt hng u th gii.

1. Sng lp: Bn c tin khng khi thng hiu lt ni ting nht th gii do mt ngi n ng sng lp. Victoria's Secret c thnh lp San Francisco nm 1977 bi mt ngi n ng c tn Roy Raymond. Bt u t mt ln Raymond i mua lt cho v, lc ni y ph n c by bn ti nhng ca hng bn l tng l ti nhng ni cng cng. Vic mt ngi n ng mua lt cho ph n khin nhng ngi mua khc thy t m v Roy thc s xu h. Nhng vi s nhy cm ca mt ngi tt nghip trng kinh doanh Stanford, Roy nhn ra rng: C rt nhiu n ng mun mua lt tng v hoc ngi tnh ca h. Trong suy ngh ca Roy ni y ph n cn c thit k mt cch cn thn v s quyn r ca n. Hn th, ni y nu c by bn trong nhng ca hng sang trng chc chn s thu ht khng ch ph n m c n ng. Roy Raymond m ca hng lt u tin vi tn gi Victoria's Secret ly cm hng t ru Boudouir Victorian va m p, va nng nn. Ca hng lt Victoria's Secret u tin c m ra vi 40.000$ vay ngn hng v 40.000$ t h hng ca Roy Raymond. T ca hng u tin ny, Roy Raymond kim c 500.000$ trong nm u tin v m h thng 3 ca hng vi doanh thu 6 triu USD ch sau 5 nm. Mc ch u tin cc ca hng ca Victoria's Secret l to ra mt khng kh thoi mi cho n ng vi nhng vch ngn bng g vi mt kiu kch c mc o ngc v qun lt treo trn tng trong khung. V h c th xem mt lot cc kiu v nhn vin bn hng s gip h d on c chnh xc. 2. Qu trnh hot ng:

Vo 1982, sau 5 nm hot ng, Roy Raymond bn cng ty cho The Limited Brand vi ci gi 1 triu USD gy bt ng v tranh ci. Sau nm 1982, khi Victoria's Secret sp nhp vo The Limited Brand, thng hiu tip tc t c nhng bc tin vt bc bc ln v tr l nh bn l thi trang hng u ca M trong lnh vc dnh cho ph n bao gm lt v sn phm lm p khc. Nhng nm 80, The Limited Brand gi li nhng hnh nh v c trng ban u ca Victorias Secret v m rng n nhng ph thi trang ln nht ca M.

Sn phm ca cng ty cng ht sc a dng vi nhiu loi nh giy, ng v nc hoa, o khoc Victorias Secret nhanh chng tr thnh nhn hiu ln nht trong hot ng kinh doanh ca Limited Brand. u nhng nm 1990, Victorias Secret tr thnh nh bn l lt ln nht ca M. Nm 1995, Victoria's Secret t chc show trnh din thi trang lt u tin, bo ch th gii ni v n nh mt s kin lt ca th k. Mt bui trnh din gy sc bi s chuyn nghip, lng ly v gi cm. Nm 1999, Victoria's Secret pht trn truyn hnh v lch s ca thng hiu cng show din thi trang sng online, thu ht 1,5 triu ngi xem. c xem l mt trong nhng chng trnh truyn hnh n khch nht khi y. Nm 2000 l nm din ra nhiu s kin nht, trong Victoria's Secret t chc trnh din Cannes, Php trong lin hoan phim Cannes quyn gp tin cho qu chng AIDS v quyn c 3,5 triu USD ch trong cha y mt gi trnh din. Ngoi ra, Victoria's Secret cho ra chic o lt tr gi 15 triu USD. Hng trang sc ni ting Harry Winston phi mt 275 gi lm vic hon ton th cng thc hin tc phm ny. Cng trong nm , Victoria's Secret mi c gi p nht th gii Gisele Bundchen qung co cho chic o lt kim cng ca mnh. Nm 2001, show thi trang ca Victoria's Secret u tin c pht trn truyn hnh trn i ABC - mt knh truyn hnh ln rt nghim tc M, chng trnh thu ht hng triu ngi xem. Nm 2002, Victoria's Secret chn Karolina Kurkova gii thiu chic o lt 10 triu USD mang tn "Star Of Victoria" vi ruby v ngc lc bo. Doanh thu ca Victorias Secret trong nm 2003 c bo co t 1009 ca hng l 2.822 triu USD. V hng nm doanh thu trung bnh ca cc ca hng tng ln n 4%. Nm 2004, Victorias Secret c mt chin dch qung co cho thng hiu New York, Miami, Las Vegas v Los Angeles vi Nhng thin thn Tyra Banks, Heidi Klum, Gisele Bundchen, Adriana Lima, v Alessandra Ambrosio. Vo nm 2006, doanh thu ca Victorias Secret t hn 5 t USD v thu nhp vn hnh l 1 t USD. Vo thng 10 cng nm, Limited Brand bn 75% cc thng hiu thi trang khc ca mnh cho Sun Capital tp trung pht trin nhn hiu Victoria's Secret.

Nm 2007, bui trnh din ca Victorias Secret c s xut hin ca nhm nhc Spice Girls. y cng l ln u tin Spice Girls xut hin trn truyn hnh sau khi ti hp. Hin nay, c ti 1000 ca hng lt v 100 ca hng lm p c lp ca Victoria's Secret M, hu ht l trong cc trung tm thi trang danh ting. Mi nm, Victoria's Secret gi mail hn 400 triu catalogue ti nhng khch hng quen thuc t khp ni trn th gii. 3. a. Sn phm: Mt vi dng sn phm c a chung ca Victoria's Secret:

Angels: B su tp lt vi im nhn l cc ng thu ren y gi cm Sexy Santa: B su tp ni y cho n Ging sinh, vi s kt hp mu sc y c tnh, ni bt v cng rt nng bng. Mt cch hi hc v v cng gi cm, nhng chic m ging sinh i km nhng b lt nh m phng trang phc ca ng gi Noen. B su tp tr thnh qu tng c nam gii la chn nhiu nht cho ngi v, ngi tnh ca h trong ma Ging Sinh. Secret Embrace: B su tp lt s dng k thut mi vi cc kiu o ngc m st ly c th, c bit thch hp vi cc trang phc mng manh ma h bi Secret Embrace khng li mt bt k mt vt gn no ln b trang phc ang mc ngoi. Lingeries: L b su tp mang phong cch v v p Italy dnh ring cho nhng qu c. c thit k trn nhng gam mu nh nhng, cht liu cotton d chu nhng b su tp y sc hoa rc r khng h km phn nng bng v hp dn. Pink: B su tp c Victorias Secret tung ra vo thng 7 2004, bao gm dng qun o mc trong nh, ng, v qun o gi cm dnh ring lp sinh vin v hc sinh cp 3. Alessandra Ambrosio c chn l ngi i din u tin cho dng sn phm ny. Tour din ca Pink qua cc khun vin trng i hc trn nc M tr thnh mt trong nhng s kin n tng nht nm 2004. Victorias Secret cng hp tc vi MySpace, Facebook, cng tc vi MTV v mt s blog ca gii tr gii thiu nhng sn phm trong b su tp Pink.

Miranda Kerr vi gng mt thnh thin v ngoi hnh tr trung hin l ngi i din cho dng sn phm Pink ca Victorias Secret. T u 2008, Behati Prinsloo cng xut hin thng xuyn vi nhng sn phm ca Pink. b. Cc dng sn phm chm sc sc p cng l mt th mnh ca Victorias Secret. Ngoi cc trang phc lt nng bng, Victorias Secret cng to ra nhiu dng sn phm chm sc sc p v hp vi mi nhu cu ca phi p t sa tm, dng th, nc hoa cho n m phm trang im. Victorias Secret lun chon s kt hp hon ho ca thin nhin to ra sn phm ca mnh. Cc dng sa tm, dng th v body mist ly mi hng ch o t hoa v tri cy, to nn s tr trung khe khon. Mt khc i vi dng nc hoa trong nhn hiu Very Sexy th li n cha mi hng nng nn quyn r. i vi m phm, sn phm ca Victorias Secret lun theo phng chm hng n v p hon m ca phi p, t son n phn mt, c nhng tng mu sng ti, bn c th chn cho mnh nhng sn phm lm bn thm phn tr trung nh nhnh hay tr nn quyn r lng ly hn cho mt ba tic.

Phn II: Yu t to nn thng hiu Victorias Secret.

1. Ni quy khch hng. Mi th chng ti lm phi bt u v kt thc vi mt a v d on v thc hin mong mun khch hng ca chng ti. 2. Nim am m dn n thnh cng. Chng ti theo ui s xut sc bi v chng ti dng tnh cm, tr tu v tinh thn tham gia vo cng vic ca chng ti ... v lm cho ti nng ca chng ti d di v kt qu ca chng ti phi thng. 3. Lm cho mnh m hn. Chng ti trn trng s a dng bi v theo ui nhng suy ngh, kinh nghim ca ngi khc th hy vng v c m ca chng ti hon chnh hn v kt ni chng ti vi khch hng. 4. Cc vn Lm th no Chng ti chi tr chi. Lm nhng g l ng c ngha theo ui nim tin, cc quy tc. Chin thng khng c ngha khi khng c s cng bng, hp tc, bt ngun t gi tr v ng gp tt hn ca chng ti. Gi tr ca chng ti l trung tm ca tt c mi hnh
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ng. Chng l nn tng cho Limited Way - Suy ngh c o ti Limited Brands hng dn hnh vi v xc nh kt qu ca chng ti. Chng kt ni lch s v hng dn cho tng lai ca chng ti. V chng l thc o thnh cng cho cch chng ti lm hm nay. Mc ch ct li ca sn phm: ng cho ti vt ng cho ti o qun. Hy cho ti ci nhn thu ht. ng cho ti giy. Hy cho ti tin nghi trn i chn ca ti v cm gic khoan khoi khi i b. ng cho ti nh . Hy cho ti s an ton, tin nghi, ni sch s v hnh phc. ng cho ti sch. Hy cho ti nhng gi khoi lc v nhng li ch ca s hiu bit. ng cho ti a ht. Hy cho ti s gii tr v m thanh ca nhc ng cho ti vt. Hy cho ti nhng tng, cm xc, khng kh, cm ngh v ch li. Xin ng cho ti vt Vy khi chng ta mua sn phm ca Victorias Secret chng ta thc s mua g? chnh l s gi cm, tinh t v quyn r. cng chnh l mc ch ct li m Victorias Secret mun mang li cho khch hng ca mnh.

Phn III: Hnh nh hon m thng hiu xy dng.

1. Thng hiu: Ngun gc ci tn c cho l ly tn t n hong Anh Victoria (nhng cng c ngi cho rng Raymond ly cm hng t ly ru Boudouir Victorian m p, va quyn r nng nn). y l mt chin lc xy dng thng hiu thng minh khi to c t m cho ngi nghe v ci gi l B mt ca Victoria. Tuy nhin nhn hiu li n tng mnh cho mi ngi v Victoria c th l bt c ai

trong s chng ta, nhng ngi ph n. Chng ta c nhng b mt ng yu ca ring mnh v u xng ng c chm sc hon ho nh mt n hong. 2. Logo : Nhng sn phm ca Victoria's Secret hu ht lun c logo "very sexy" hay "so sexy". Gam mu c trng ca Victoria's Secret l gam mu hng v nng bng ging nh nhng vin ko ngt. Khng ging nh nhng thng hiu thi trang danh ting tung ra sn phm mi theo hai ma thi trang. Victoria's Secret thay catalogue tm ln trong nm vi nhng b su tp rt n tng. 3. Slogan: Hng thi trang qun o lt ph n Victoria sercet c mt slogan rt hay bng mt cu hi: What is sexy? Slogan ny khng ch th hin c tnh nng v li ch khi khch hng s dng sn phm m n cn mang li thng ip n tng v khi gi tr tng tng ca khch hng v sn phm ca mnh. 4. Chng loi:

Victoria's Secret bao gm mt s tiu thng hiu (pink, very sexy, secret garden) hoc cc b su tp. Mi thng hiu ph c th c tp trung vo mt ch trung tm. Victorias secret c th khin ngi mc tr nn gi cm hoc ngt ngo hay y v am m v quyn r. Cc sn phm ca Victorias secret lun l nim am m ca cc bn n thch thi trang. Cc sn phm ni y tuyt p vi ha tit ren hay ng cp gi cm gic to bo cng vi nhng mu sc ngt ngo hoc hoang d S ti mi v sc mu mang y v n tnh trong cc b lt ca n khin bt c bn gi no cng phi m mn v tt nhin cc ng my ru th khng th ri mt. Cc sn phm ca Victorias sercet c lm t cc cht liu cao cp nh: ren, voan, la, cotton mm mi, m ly thn hnh ca bn, to nn cho i g bng o thm y n, hp dn. Nhng mi hng ngt ngo gi cm c pha trn phc hp v tinh t trong nc hoa, lotion, du gi khin cc chng ngt ngy. V d: Victorias sercet gn y gii thiu thng hiu ph "PINK" l 1 b su tp mi ca lt ni y nhm vo gii tr bao gm nhng gam mu ni bt ch dnh cho ma xun h. Nhng hot tit ngt ngo tin ch, hnh tri tim, chm bi, da bo, sc... Phn cp qun c trang tr bng ren mng v n mang v p lng mn v ng yu tui 19 v thit k mang mt cht hoang d ca Nam Phi v mt cht tr trung ca tui hng.

5.

i din:

Nhc n Victorias Secret, khng th khng nhc ti nhng show din ni y honh trng v quy m bc nht th gii, cng khng th khng nhc n s gp mt ca dn siu mu gi cm lm nn thnh cng cho nhng show din c mong i nht hnh tinh ny nh Miranda Kerr mt trong nhng ngi mu t gi v c thu nhp cao nht th gii, hay Alessandra Ambrosio ng v tr th 2 Top nhng ngi ph n c khao kht nht nm 2008 (do tp ch AskMen bnh chn), Rosie Huntington-Whiteley ng u danh sch 100 sao n nng bng nht nm 2011 do tp ch hng u dnh cho nam gii Maxim bnh chn, Izabel Goulart, V Miranda Kerr l thin thn c yu thch lu nm nht ca Victorias Secret. Vi c gi cao 1,75m n t nc c ny c mt gng mt p, thnh thin ta thin thn. im nhn trn gng mt nng l n ci ta sng, sc lm tan i bt c ni u t, phin mun no. Nng s hu mt thn hnh nng bng, gi cm v quyn r vi nhng ng cong hon ho cng s o 81-6186. c mnh danh l... ph thy ca nhng b bikini, Miranda Kerr hin ang l siu mu th hin thnh cng nht nhng tuyt phm lt danh ting ca Victorias Secret. Bo ch tn dng nhng b bikini Miranda mc nh c c thi hn vo , sinh ng v p n tng ng nt v rng bt k b bikini 2 mnh no Miranda mc cng tr thnh "hot" v khin mi ngi ua nhau mua ngay c sexy nh thin thn va trn 28 tui ny. T v th mt c ngi mu c tim nng ot gii t cuc thi tm kim ngi mu do tp ch Doll t chc, Miranda tr thnh siu mu Australia u tin tr thnh thin thn ca Victorias Secret. Thng 5/2007, Miranda xut hin trong qung co Angels Wireless ca hng lt ny. Hnh nh ca Miranda cng xut hin lin tc trn trang ba ca cc tp ch thi trang danh ting nh Elle, Harpers Bazaar, Vogue. C tr thnh gng mt n khch bc nht ca Victorias Secret, lt vo Top 10 ngi mu kim tin gii nht ca Forbes nm 2010, Top 100 ph n quyn r nht nm 2010 ca tp ch FHM (xp th 36), Top 20 ngi mu sexy nht do trang models.com bu chn. Nm 2011, d mi sinh con nhng li l mt nm t show ca Miranda Kerr. Thin thn mt con ny lin tip c mi lm nng th ca nhng nhn hiu thi trang ni ting. Ch ring sn din thi trang xun h 2012, Miranda Kerr l ngi mu vedette ca 6 thng hiu thi trang hng u-Christian Dior, John Galliano, Lanvin, Stella McCartney, Loewe, Viktor & Rolf- k lc t c nhng ngi mu no c th lm c. => Hng lot nhng Heidi Klum, Miranda Kerr, Rosie Huntington, Adriana Lima tr thnh nhng ngi sao truyn thng, s ln ngi ca h cng chnh l

tn hiu cho s khi u mt cuc cch mng thi trang. V th m bt c siu mu no cng u mun c khoc ln i cnh thin thn ca Victorias Sercet. Tr thnh mt thin thn ng ngha vi vic c rt nhiu c hi m ra cho bn, c th gii bit n bn. Victoria's Secret thnh cng trong vic a v p gi cm thnh mt biu tng thi i. Nhng m trnh din c nh gi hp dn nht hnh tinh, nhng thin thn ca Victorias Secret vi nhng cp chn di quyn r nht th gii. Victoria's Secret c xem l thng hiu thi trang lm thay i quan nim ca mi ngi v lt. 6. Hot ng x hi: Limited Brands, cng ty s hu Victorias Secret, l mt cng ty ho phng chi hng triu la cho t chc t thin v cc d n cng ng, v ginh c s tn trng v lng bit n m i km vi hot ng t thin c bit nh vy. Vo nm 2000, Victoria's Secret t chc trnh din Cannes, Php trong lin hoan phim Cannes quyn gp tin cho qu chng AIDS v quyn c 3,5 triu USD ch trong cha y mt gi trnh din. Victorias Secret kt hp vi Downtown Womens Center thc hin chin dch HAPPY. Downtown Women Center l mt t chc phi li nhun c s chng nhn chnh ph M. Nhim v ca n l cung cp hn 50.000 ba n, xy tng 47 cn nh, hot ng trn lnh vc gio dc, sc khe, v cc dch v h tr khc cho hn 2500 ngi v gia c v rt nhiu ph n c thu nhp thp trong mi nm. Hot ng ca d n HAPPY n gin ch l: hc sinh c th ng gp nhng b qun o i li nhng dng sn phm ca PINK. Mc d d chin dch ch yu dnh cho nhng b qun o ca ph n nhng n cng khuyn khch thu nhn cc b qun o ca nam gii, cng vi cc mt hng khc nh khn tri, v sinh hay hng ha ng hp. Vi s gip ca i ng nhn vin PINK, h s trc tip trao i nhng ng gp ca hc sinh, sinh vin cc tin snh trc ci trng hc. Nhng n lc ca chin dch nhm mc ch l hng ti vic gip nhng ph n kh khn Los Angeles. Ngoi ra, Juniors Lindsey Mathias (quan h cng chng) v Riannon Trutanich (pht sng k thut s v bo ch) i din cho chin dch hy vng chng trnh s lm gia tng cc hot ng x hi ca cc bn hc sinh. Chng trnh c th nhn c s gip ca 80% ph n di 30 tui trung tm thnh ph.
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Chin dch cng thc hin mt lot cc hot ng vui chi c t chc nhng khun vin ln ca cc trng i hc nhm c gng to ra nhiu li ch t cc hot ng t thin v nhm thu ht nhiu ngi khng sn sng tham gia. Nh trng no c nhiu ng gp nht th s nhn c s trao gii ln vo cui chng trnh nn din ra cc trn u bng ca nhng trng hc vi nhau.

Phn IV: Tha mn mi nhu cu v kht khao ca phi p.

1. Li ch cm xc: L mt trong s nhng nhn hiu ni y hng u th gii, Victoria's Secret lun bit cch lm ngi hm m ngc nhin bi nhng sng to v cng sexy ca mnh. Victoria's Secret thng mang n cho phi p cm nhn c rng mnh p v gi cm hn mi khi mc trn ngi nhng sng to lt tinh t ny m mi ngy h u p v b n trong mt ngi n ng ca mnh Nhng mu lt in ha tit hng hoc cc chi tit ren en trng c cc nh thit k ca VS sng to gip ch em tr nn sinh ng v cun ht hn trong phng ng hay lm tng v p rc r cho vc dng ca ph n v khin bt c ng my ru no cng phi m m 2. Li ch t th hin:

Nhng sn phm ca Victorias Secret tr thnh s mong ch ca gii thng lu. N nh mt hnh thc th hin ng cp nhn quan v quan im sng, coi lt khng ch nh mt th vt cht bnh thng ban u m nng cp ln mt sn phm tinh thn c tc ng v hnh. Nhiu mu sn phm c trnh din trong chng trnh tr thnh hng hot v dn u tro lu mua sm ca s lng ln thiu n v qu b. 3. Li ch chc nng:

Victorias secret gip phi n lun to c sc cun ht y ngt ngo trong phng ng. Nhng thit k lun mang li cho bn cm gic tht thoi mi v thong mt bn c gic ng ngon. D bn gi c vng mt nng bng hay hi cht khim tn o lt ca Victorias Secret cng gip khun ngc ca phi p trng trn tra, y sc sng hn vi nhng chic gng nng ngc m khng gy au n.

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Phn V: Victorias Secret lm g mang gi tr ca mnh n vi khch hng.

Thng hiu Victorias Secret l mt trong nhng thng hiu hng u th gii trong lnh vc trang phc v cc ph kin cho phi p, v mt trong nhng sn phm mang tnh t ph nht ca nhn hng ny chnh l trang phc lt. T mt trang phc c hu ht mi ngi nh gi l khng phi mt th thi trang tr thnh mt cn st t chu M chu u v lan rng ton th gii. Thay i quan nim ca th gii v lt l mt trong nhng bc ngot ln nht ca thng hiu Victorias Secret. V c th ni chnh cc chin dch k hoch truyn thng l yu t ln nht to nn bc ngot v i ny trn lng thi trang th gii. K hoch truyn thng ca Victorias Secret c nh gi l nhng chin dch truyn thng mang tnh t ph ln bao gm: Tp ch ring v thi trang ca Victorias Secret vi nhng b nh sexy gi cm Dn siu mu ca Victorias Secret Nhng qung co thu ht: nhng video qung co Truyn thng mng x hi Facebook, MySpace Show din thi trang cc khng ca Victorias Secret (quan trng nht) 1. Tp ch v thi trang v cataloge: Victorias Secret s hu mt ba tp ch ring mang tn, thng xuyn mang thng tin ch yu v thng hiu Victorias Secret, cp nht nhng xu hng phong cch thi trang mi v trang phc, nc hoa dnh cho phi p. Tp ch ny c pht hnh trn khp nc M v khp chu u. y l mt tp ch uy tn v thi trang, l mt knh thng tin rt hiu qu m Victorias Secret dng truyn ti nhng ci mi cng nh a thng hiu ca mnh n khch hng m phn ln l c gi ca t tp ch ny. V Victorias Secret l mt trong nhng thng hiu xut hin hng u trn cc trang ba trn cc tp ch thi trang danh ting v thi trang dnh cho phi p nh: ELLE-L tp ch thi trang ln nht th gii, vi 42 phin bn quc t ti hn 60 quc gia. Thng hiu Elle l mt mng li ton cu bao gm hn 20

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trang web. C 27 trang web Elle trn ton cu, thu ht hn 1 triu khch v 26 triu lt truy cp mi thng. VOGUE-mt tp ch thi trang lu i t nm 1892. Tp ch thu ht gii tr thuc v cuc cch mng tnh dc, bng cch tp trung nhiu hn vo thi trang hin i v cc bi cng khai tho lun v tnh dc, Vogue c m t bi nh ph bnh Caroline Weber trn t The New York Times thng 12 nm 2006 l "Tp ch thi trang c nh hng nht th gii" HARPERS BAZAAR-l mt trong nhng tp ch thi trang tt nht ti M k t khi xut bn ln u vo nm 1867. Harper Bazaar c xut bn bi Hearst, mt tp ch vi phong cch cho "nhng ngi ph n mua sn phm tt nht, t bnh thng n thi trang cao cp." Victorias Secret tip cn hu ht gii tr cng nh cc khch hng ca mnh thng qua cc t tp ch ni ting v thi trang. S xut hin thng xuyn gip cho Victorias Secret c th truyn ti nhng phong cch xu hng b su tp mi ca mnh. Khng ging nh nhng thng hiu thi trang danh ting tung ra sn phm mi theo hai ma thi trang. Victoria's Secret thay catalogue 8 ln trong nm vi nhng b su tp rt n tng. V nh th c ti 390 triu catalogue ca Victoria's Secret c lu hnh trn khp nc M mi nm. iu ny cho thy nng lc thit k tuyt vi ca mt hng thi trang lt danh ting cng nh truyn ti nhng thng ip v s sng to tuyt vi ca cc nh thit k ca Victorias Secret-lun dn u nhng xu hng mi ca lng thi trang th gii. 2. Nhng thin thn ca Victorias Secret:

iu c bit nht trong nhng chin dch qung co, trong cc catalogue v trong nhng n tng m Victorias Secret mang n l: Nhng thin thn ca Victoria's Secret-nhng ngi mu trnh din cho hng. Cha bt c thng hiu no, nhng chn di nh m nht, nhng siu mu t gi nht, nhng ngi p nht th gii c quy t y n th cng trnh din trang phc cho mt thng hiu. Ci tn Nhng thin thn Victoria's Secret bt u nm 1999 trong bui trnh din thi trang ca Victoria's Secret hng nm ln th t: Daniela Pestova, Laetitia Casta, Heidi Klum, Tyra Banks (ngi sng lp American Next Top Model) l nhng thin thn u tin. Tip sau , Nhng thin thn ca Victoria's Secret c dng gi: Adriana Lima, Selita Ebanks, Alessandra Ambrosio, Miranda Kerr, Izabel Goulart, Karolina Kurkova Tt c u khng lt ra ngoi danh sch 100 ph n p nht th gii ca People. i ng ngi mu cho Victoria's Secret ni ting n mc
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c chn vo danh sch Nhng thin thn ca Victoria's Secret tc l bc chn vo danh sch nhng siu mu ni danh nht ng thi. l nhng ngi mu c tr cao nht, c cho n nhiu nht. Chnh s ni ting thu ht ca h ko theo thng hiu Victorias Secret ln cao v danh ting bi thng hiu ca Victorias Secret lun c gn lin vi nhng ci tn ngi p ni ting hng u th gii. Ngy 13/11/2007, Nhng thin thn ca Victoria's Secret thm ch c trao tng mt ngi sao i l danh vng Hollywood v nhng cng hin xut sc ca h cho thi trang th gii. Mt ngi sao danh vng c bit v khng phi ghi danh mt ngi sao c nhn. Tham d bui l quan trng ny c mt tt c nhng siu mu xinh p, gi cm vn gn lin vi tn tui ca Victoria's Secret nh: Marisa Miller, Alessandra Ambrosio, Adriana Lima, Selita Ebanks, Heidi Klum, Miranda Kerr, Karolina Kurkova, Izabel Goulart Ngi sao ca Victoria's Secret trn i l Hollywood c dng ch: Nhng thin thn ca Victoria's Secret - Gii thng c bit. Hng lot nhng siu mu nh Heidi Klum, Miranda Kerr, Rosie Huntington, Adriana Lima tr thnh nhng ngi sao truyn thng, s ln ngi ca h cng chnh l tn hiu cho s khi u mt cuc cch mng thi trang mi caVictorias Secret. 3. Nhng qung co thu ht:

D nhin vi mt thi i ca truyn thng hin i nh hin nay th truyn hnh l mt knh truyn thng khng th b qua ca cc thng hiu ni ting th gii v Victorias Secret cng phi l mt ngoi l. Victorias Secret lin tc dng nhng qung co truyn hnh truyn ti n khch hng nhng b su tp mi ca mnh trong tng thi im trong nm nh ma h, ma xun cc dp l nh tnh nhn bng nhng qung co cc k gi cm v thi trang. y l mt trong nhng knh hiu qu bc nht ca Victorias Secret, bi n tip cn vi gn nh 100% i tng khch hng ca mnh t phi p nhng ngi dng trc tip cho n phi mnh dng lm qu tng. Ngoi dng truyn hnh lm cng c qung co th cc pano hnh nh ca Victorias Secret cng c xut hin ti nhng v tr quan trng vi hnh nh nng bng ca cc thin thn ca Victorias Secret. 4. Truyn thng qua mng x hi:
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Victorias Secret c hn mt fanpage trn Facebook vi s lng Like t gn 18.200.000 lt v c khong 200.000 fan ca thng hiu ny bnh lun v nhng Thin thn ca Victorias Secret, nhng b su tp mi hay bt c chng trnh hot ng no c cp trn Fanpage. y l mt phng tin truyn thng kh hu ch v t tn chi ph, Victorias Secret thng xuyn cp nht nhng b su tp, s kin, video clip qung co hay trch mt on trong nhng show din thi trang hoc mt chng trnh trc tip trn tivi cho cc fan hm m v nhng tn thi trang theo di. 5. Show din thi trang nh m:

C th khng nh rng im nhn ln nht ca chin dch truyn thng ca Victorias Secret chnh l cc show trnh din trang phc lt ca cc thin thn Victorias Secret. Vo thng 11 hng nm thng hiu Victorias Secret u c nhng show din thi trang khng t nm 1995 n nay. Show din thi trang ny c nh gi khng 4 phng din: v chi ph, s lng ngi xem, ngi mu trnh din v trang phc. C th ly v d show din ca Victorias Secret nm gn y nht 2011 vi chi ph ln ti 12 triu USD (tng ng gn 250 t ng) cho mt show din trong mt m v im nhn chnh chic o lt gn 2,5 triu USD do Miranda Kerr khot trn mnh vi hng trm triu lt xem trn ton th gii. V trong nm 2011, nhiu t bo quc t khng ngn ngi khi nh gi Victorias Secret l show din ca nm, Victorias Secret tr thnh mt trong nhng show din nh m nht th gii trong vng 10 nm. Nhng nh hng nhiu hn, n cn to nn mt cn st tro lu v thu ht s ngng m ca khn gi mi la tui. V u, mt chng trnh gii tr to nn cuc cch mng ti cc nc chu , m Vit Nam, ang nm tm cn st trong nm qua? Victorias Secret show xut hin nm 1995 nhng mi n nm 2001, n mi c tip sng trn cc i truyn hnh trn khp th gii v l bc ngot c nh hng cch mng vi lng thi trang th gii. Khi ngi ta quen thuc vi nhng nhn hiu nc hoa, qun o, giy dp, ph kin th lt tr li l mt quan nim xa x t gc nhn thng tin truyn ti v nhn c phn hi khng my tch cc t quan im cho y l mt phong cch thi trang. T con s ngi xem hn ch trong nhng nm u khi show din truyn hnh ny c trc tip song nh a ra trn Victorias Secret trong nm 2011 thu ht ring ti M 10

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triu lt xem v ln ti hng trm triu trn khp th gii. Cc bn pht c ca Victorias Secret cng tr thnh i tng c truy lng. T khi c c thng hiu v cc show din ng cp, rt nhiu chng trnh c ca Victorias Secret c tm kim v tr thnh hng him hin ti. Bn lnh, to bo, v s t tin chnh l im nhn to cuc lt k diu cho Victorias Secret vi nhiu show din gii tr khc. Nm 1995, khi tng v mt chng trnh trnh din lt di gc nhn thi trang a ra khng nhn c s ng h v s phn i ca nhiu lung kin x hi, v trn ht, ngi ta khng ngh rng vic coi lt nh mt th thi trang l ng n v mt show din nh vy s chng c li ch g i vi Victorias Secret. Th nhng mi th hon ton thay i khi show din u tin din ra v tr thnh s mong ch ca gii thng lu M ri lan dn sang cc quc gia phng Ty. H coi l mt hnh thc th hin ng cp nhn quan v quan im sng, coi lt khng ch nh mt th vt cht bnh thng ban u m nng cp ln mt sn phm tinh thn c tc ng v hnh. Nhiu mu sn phm c trnh din trong chng trnh tr thnh hng hot v dn u tro lu mua sm ca s lng ln thiu n v qu b. c bit, i tng thiu n tr thnh khu vc khch hng c s lng tng t bin trong nhng nm tr li y. Minh chng r rng nht khi trong show nm 2011, phn trnh din b su tp mu hng tr thnh c cht ca m trnh din. B su tp mu hng chnh l thin ng m c ca cc thiu n trn khp th gii v m c thm kn t khi xut hin. Thi trang thay i con ngi v hn th na Victorias Secret c th lm thay i s nghip mt con ngi, v t con ngi , mi nhn thc ca x hi cng thay i theo. Trc tin, hy ni n Heidi Klum, c y ri b Victorias Secret t nm 2010 sau khi c 13 nm gn b v l thin thn ca Victorias Secret. Heidi gip cho doanh s ca nhn hiu lt ny tng t bin t nm 1997, tr thnh gng mt i din nm 1999 v mang v 11 triu USD cho Victorias Secret vo nm 2005.

KT LUN
Hot ng xy dng v qun tr thng hiu, nh v thng hiu v hnh nh thng hiu, trong nhn din thng hiu xut pht t chnh bn trong doanh nghip, gp phn nh hng cho cc hot ng marketing. y l cch thc m doanh nghip mong mun mi ngi ngh n thng hiu ca mnh sao cho ring bit nht, khc bit nht v c bit nht so vi cc thng hiu cnh tranh.

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"Trong khi sn phm c sn xut trong nh my th thng hiu li c sn xut trong h t tng, do cng vic thc s ca cc cng ty, tp on danh ting trn th gii khng cn nm lnh vc sn xut m l lnh vc marketing. H tin rng chnh hnh nh thng hiu ch khng phi sn phm l ci cn c to ra trc tin, sau h mua sn phm v v gn thng hiu ln chng, k tip l tm mi cch thc mi m sng to nht thi vo thng hiu linh hn & sc sng mnh lit" (NO SPACE - CUC CHIN GINH GIT KHNG GIAN CA CC SIU THNG HIU| Ng Th Xun Bnh). Xut pht t vic kinh doanh trong lnh vc kh nhy cm, nhng Victorias Secret thnh cng vang di nh vic gn nhng sn phm ca mnh cng vi hnh nh v mt thng hiu i din cho s hon ho, tuyt m ng m c ca bt k ngi p no. Gi y khi nhc n Victorias Secret l ngi ta ngh ngay n s gi cm, l biu tng ca ci p. l kt qu ca mt qu trnh xy dng thng hiu thnh cng, m trc tin l vn nhn din thng hiu. Khng ch n gin l vic phc tho ra 1 logo, nhn din thng hiu c th c xem nh l nc thang u tin trong qu trnh pht trin ca doanh nghip sau ny. Hn na, mt thng hiu mnh cn c mt h thng nhn din thng hiu mnh v bn sc thng hiu phi da trn c s chin lt vng chi.Victorias Secret lm c iu ny, vic nhn din thng hiu ca n l s kt hp t rt nhiu yu t nht qun vi nhau, v lun ng hnh cng nhau trong qu trnh pht trin ca cng ty.

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