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GROUP-

RUPEE
AT THE BEGINNING

Victoria's secret started as and idea of Roy


Raymond and came to life in 1977.

The first store opened in san Francisco,


California at the Stanford shopping center.

Five years later Raymond sold the company


to the limited brand.
The Limited Was Established as by Leslie Wexner
in 1963 and he took leadership of Victorias
secret.

1995, Victorias Secret holds its first Fashion Show.

1998, VictoriasSecret.com is launched.

2004, Victoria's Secret introduces PINK - a lifestyle


brand celebrating.
NOW VICTORIAS SECRET SITUATION

$ 7.2 annual
sales

1,100
stores
1) a. WHY HAS VICTORIA'S SECRET BEEN SO SUCCESSFUL?

A unique value proposition, and execution of an aligned operating model,


are behind the lingerie giants success
Victorias Secret creates value for its customers in two key ways
Business model
Operating model
In their business model,
Products -The company offers innovative, sophisticated products at an attainable price point
A close attention to the customer experience - transform the intimates shopping experience
from a need to do activity to a branded, quality-service experience
Customer Service - Customer first
Passion - being emotionally, intellectually, and spiritually engaged in their work
Inclusion - diversity and tries to always include others thoughts, experiences, and ideas in
their company
1) a. WHY HAS VICTORIA'S SECRET BEEN SO SUCCESSFUL?
In their operating model, Five elements of Victorias Secrets operations neatly align
with its value creation goals

Product Design -Victorias Secret is continuously working to introduce new and


innovative products.
Supply Chain - Victorias Secret manages two supply chains one for fashion
launches, another for its basic products.
Merchandising - Flexibility in managing fundamentally different groups of
product.
Store Operations - Strong direct channel (brick-and-mortar channel).
Sales Associates - The company is focused on building a sales force that can give
the customer maximum comfort level.
1) b. HOW DOES THE COMPANY REACH ITS TARGET AUDIENCE?

ictorias Secrets follow the several strategies to reach their target audience
Target Market - Victorias Secrets target market is the middle class woman, or a man shopping for
a middle class woman

Value Proposition - Victorias Secret capitalizes on value proposition by employing some of the
most beautiful, charming women in the world

Victorias Successful Marketing Campaign - One of Victorias Secrets strengths is its


very successful advertising strategy (Victorias Secret spends $66 million each year on advertising )

Social Media marketing - 2nd most popular retail store on Facebook with 18.5 million fans.
Its the 18th most popular brand on Facebook they are also popular on Twitter, Pinterest, Instagram
and YouTube.

Email Marketing - They are using E-mail blast technique


1) b. HOW DOES THE COMPANY
REACH ITS TARGET AUDIENCE?

Victorias Secrets follow the several strategies to reach their target audience

Mobile Marketing - Victorias Secret has an application for Android, IPhone, IPad, and Ipod & use texts
alerts that are sent directly to a customers cell phone

Promotional Offers - Every year, the day after the fashion show has been broadcasted, Victorias Secret
holds a promotional event

Television Commercials - Victorias Secret is active in television advertisements


Their Super Bowl commercials are always very popular

Printed Ads in Magazines and Newspapers - Victorias Secret targets magazines it expects its
consumer base to read, which include Cosmopolitan, In Style, Glamour, and Allure

Victorias Secret Fashion Show - Victorias Secret holds a fashion show every year and With this event,
Victorias Secret reaches an audience of over 1 billion people
1) b. HOW DOES THE COMPANY
REACH ITS TARGET AUDIENCE?

Victorias Secrets follow the several strategies to reach their target audience

The Supermodels/ Victoria secrets Engel concept - Victorias Secret holds one of the most important
input supplies in the lingerie industry: supermodels

Expanding into New Products - Victorias Secret has developed such a strong brand for itself that it has in
recent times been able to leverage its name in other products

Catalogue - Victorias Secret catalogues are more prolific than many news magazines
Store Front - Store interiors are also consistent with the Victorias Secret image. Wallpaper hues of soft pink
promote a soft, feminine environment. Victorias Secret stores are meant to evoke images and class of a
Victorian boudoir, hence the name

Multiple Channels - Victorias Secret sells merchandise through three channels: retail stores, catalogues and
the Internet.
CHALLENGES OF VICTORIA SECRET

Growth of potential Competitors


Competitive product with lower price
Maintain their multi digital marketing platform to its customer
Order styles from an older catalog which are currently out of stock.
Returning of the product
Challenge with the category of fringe sizes
GROWTH OF POTENTIAL COMPETITORS

Intimint asks customers to take a quiz and sends them new


lingerie selections every month, based on their preferences.
AdoreMe offers direct-to-consumer lingerie at about half of
Victoria's Secret prices.
True & Co. sends women five bras a month, giving them the
option of keeping what they like and sending back what they
don't.
MAINTAIN THEIR MULTI DIGITAL MARKETING
PLATFORM TO ITS CUSTOMER
Spend $220 million per year and mail 390 million
catalog world wide.

Difficulties of customer data collection .

Block unnecessary mail


ORDER STYLES FROM AN OLDER CATALOG WHICH ARE
CURRENTLY OUT OF STOCK.

Biggest challenge in online business

RETURNING OF THE PRODUCT

Returns amount approximately 25% of demand


Challenge with the category of fringe sizes
Fringe sizes are on the tail-end of the demand curve

demand patterns are harder to predict.

Customers to try them before purchase.

Competitive product with lower price

AdoreMe coming up with lower price.


Q3:
WHATS THE NEED FOR VICTORIA'S SECRET?
HOW DOES THE COMPANY GROW?
WHAT'S NEXT FOR VICTORIA'S SECRET

THE COMPANYS COMMANDING POSITION IN THE


LINGERIE MARKET BUILT OVER THE YEARS WITH
INNOVATIVE DESIGNING AND MARKETING KEEP
VICTORIA'S SECRET GROWTH RUNNING

PAYING ATTENTION TO INTERNATIONAL MARKETS -


245 VICTORIA SECRET BEAUTY AND ACCESSORIES
FRANCHISE STORES
FACTORS THAT EFFECT THEM TO KEEP FUTURE IF
VICTORIA'S SECRET GROWTH

1. DOMINANCE IN THE INTIMATES MARKET

2. BEING A STRONG BRAND IN THE HEALTH AND


PERSONAL CARE MARKET

3. PROGRESSIVE INTERNATIONAL BUSINESS WITH


EXCLUSIVE PARTNERSHIPS - ITS FUTURE WITH PINK
HOW DOES THE COMPANY GROW

1. IT'S BEEN ENMESHED IN AD CAMPAIGN CONTROVERSY


2. THE COMPANY IS AT THE FOREFRONT OF DIGITAL TECH
3. FINANCIAL GROWTH
4. OPENING UP STORES BOTH IN THE U.S AND AROUND
THE WORLD
5. COMPANY MODELS WEAR INNER WEARS WORTH
MILLIONS
FUTURE ENHANCEMENTS

1. ENHANCE ITS COMMUNICATION IN ORDER TO BECOME MORE COMMON


FOR ITS CONSUMERS .

2. MAINTAIN AND EXPAND THEIR LOYAL CUSTOMERS LIST.

3. REDUCE AND EVENTUALLY ELIMINATE THE USE OF CATALOGUE, -


INTRODUCE ONLINE CATALOGUES.

4. EXPAND THEIR STORES IN OTHER MAJOR CITIES IN ASIA AND EUROPE.

5. UPGRADE IF CATALOGUE AND FUTURE ENHANCEMENTS OF ITS MOBILE


TECHNOLOGY.
6. EXPANSION OF THEIR PRODUCT VARIETIES OF LADIES
FROM INNER WEARS TO HIGHLY FORMAL DRESSES, CASUAL
DRESSES, BRIDAL DESIGNS, SEASONAL DESIGNS.

7. EXPANSION OF BEAUTY CULTURAL PRODUCTS.

8. EXPANSION OF TEXTILE RANGE FOR BABIES, KIDS,


CHILDREN AS WELL

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