2. Apple – wireless head phone line
Victoria’s Secret accessory line
3. Apple – too expensive, technology not developed yet
Victoria’s Secret – fits the brand, cost efficient
4. Size of the market: 15.9 Million
Handbags - $30-95
Clutches - $15-25
Watches - $50 - 120
Potential Sales: approximately 4 million
Potential Profit (Retail Price – Cost = Profit per unit. Total
Sales – Total Cost = Total Profit)
Low risk level due to the brand name Victoria’s Secret
5. Potential Sales: 35% of customers are projected to buy a
handbag from the Diamond line. Since products are not
too expensive they will be popular.
Potential Profit:
o 65-25= $40
o 357,500,000-137,500,000= $220,000,000
6. Potential sales: 42% of customers are projected to buy a
clutch from the Diamond line. Since products are not too
expensive they will be popular.
Potential profit:
o $20-$9=$11
o 133,560,000-60,102,000= $73,458,000
7. Potential sales: 24% of customers are projected to buy a
clutch from the Diamond line. Since products are elegant
they will be popular.
Potential profit:
o 85-35= $50
o 305,280,000-133,560,000= $171,720,000
9. Demographics Psychographics
o 18-28 -Values: health, fitness,
clothing
o female -Attitudes: have to look
good, that brand matters
o $45,000-$55,000 -Lifestyle: works out,
spends time with friends,
likes to shop
o College education -Opinions: Price doesn’t
matter for that brand
o Caucasian -Beliefs: If you look
good you feel good
o White collar
o single Geographic: Urban cities.
New York, LA, Boston, etc.
10.
Product
Pink
Undergarments - Bombshell
Sleepwear
Women’s clothing
Lingerie
Swimwear
Fragrances
Beauty products
Hair Products
Price
$3 - $90
Place
VS boutiques
VS outlets in malls
VS website
Approximately 1,200 stores nation wide
Promotion
Flyers - mailed
TV commercials – Style, Lifetime, E!, Bravo
Shopping bags
Billboards
Magazine adds – entertainment weekly,
people, cosmopolitan,
11. Demographics
• 16 – mid 40’s
• Female
• High school – college graduates
• Caucasian
• White collar – managers, sale executives
• Single or married
• Also males buying for their
girlfriends/wives
Psychographic
• All clothing matters, make-up and
perfume is a must, being fit
• You look good, you feel good
• Looking good at the gym, eating healthy,
shopping
• Cant buy clothing from just anywhere
• Fashion, looking like a celebrity
Geographic
urban environments
New York, Seattle, DC, LA, Miami, Boston,
San Francisco, Houston, Las Vegas,
Chicago
Population: 20,379,228
• 1,200 stores in the US – more
internationally
Customer Profile
12. Strengths
• Brand recognition world wide
• Powerful advertising – super
models, famous photographers
• New collections presented in annual
runway shows
• Reliable brand – around over 34 years
• Wide range of products – from
undergarments to beauty products and
also fragrances
Weaknesses
• Only target market is women
• Market limited to mainly US and
European countries
• Doesn’t offer wide range of sizes for
different body types
• Clothes aren't made for casual everyday
wear: more elegant and extravagant
• Wide known brand image – may be hard
to start new lines
Opportunities
• Can start to target men - new brand
• Can create a business formal work line
for women
• Can go global – introduce more stores
world wide
• Also expand on the stores in America to
offer all lines
• Can offer more clothing to larger sized
women – create new brand
Threats
• Is largely affected by the economy
• Competition targets men and larger
women sizes
• A lot of other companies offer the same
products – large number of competition,
lower prices
14. Demographics
• 18 – mid 40’s
• Male
• High school – college graduates
• Caucasian
• Higher than entry level
• Single or married
• Also females buying for their
boyfriends/husbands
Psychographic
• All clothing matters, being fit, always
trying to get females attention
• You look good, you feel good
• Looking good at the gym, eating healthy,
impressing females
• Cant buy clothing from just anywhere
• Fashion, looking like a celebrity
Geographic
urban environments
New York, Seattle, DC, LA, Miami, Boston,
San Francisco, Houston, Las Vegas,
Chicago
Population: 20,379,228
• 1,200 stores in the US – more
internationally
Customer Profile
15. We will test the Victoria’s Secret Diamond line by making a
limited number of prototypes and let our models test the
products in everyday life.
16. We will have a televised fashion show specifically for the
launch of our Diamond line.
Commercials will be launched that show the
elegance, and affordability of our new products. Also on
Facebook and Twitter.
We will mail out 10% off to customers signed up for an
Angel Card.
Billboards and other public advertisements .
17. We will attach a survey on the back of the receipt for
people who buy something from the Diamond line. You
will then be able to go online, take a survey, and get 10%
off your next purchase at Victoria’s Secret.
