Victoria's Secret Angels Campaign


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The sexiest bras and the most beautiful Supermodels. This is Victoria's Secret!

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Victoria's Secret Angels Campaign

  2. 2. BackgroundBackground • 1970-San Francisco by Roy Raymond1970-San Francisco by Roy Raymond • 1982-Became part of Limited Brand1982-Became part of Limited Brand – Grew from 3 stores to over 1000 storesGrew from 3 stores to over 1000 stores • Campaign started for Valentine’s DayCampaign started for Valentine’s Day in 1999in 1999 • Initial campaign increased salesInitial campaign increased sales – 2000: 956 million2000: 956 million – 2001: 962.4 million2001: 962.4 million – 2004: 995 million2004: 995 million • Currently over 400 million catalogue circulationCurrently over 400 million catalogue circulation
  3. 3. PositioningPositioning • CompetitorsCompetitors: Frederick’s: Frederick’s of Hollywood, Trashyof Hollywood, Trashy Lingerie (more erotic) andLingerie (more erotic) and La Senza (lessLa Senza (less expensive), Hennes &expensive), Hennes & Mauritz (usingMauritz (using supermodels)supermodels) • Victoria’s SecretVictoria’s Secret is known asis known as THE BESTTHE BEST BUT… GapBUT… Gap and Abercrombie & Fitchand Abercrombie & Fitch could be a possible threatcould be a possible threat in the long-termin the long-term
  4. 4. Target MarketTarget Market • ““She’s not a person or an embodiment, butShe’s not a person or an embodiment, but an aspirational client envisioned for thean aspirational client envisioned for the brand…She’s in her late 20s, has lived inbrand…She’s in her late 20s, has lived in Europe, has a job, and is very fashionable.Europe, has a job, and is very fashionable. She’s a woman, not a girl, and is somewhatShe’s a woman, not a girl, and is somewhat worldly and interested in traveling” Wendyworldly and interested in traveling” Wendy Burden, VP OperationsBurden, VP Operations • 18 to 34 year old women (Appeal also to18 to 34 year old women (Appeal also to men’s fantasies)men’s fantasies)
  5. 5. Objectives of CampaignObjectives of Campaign • IncreaseIncrease marketmarket shareshare • BuildBuild brandbrand awarenessawareness • BuildBuild brand equitybrand equity forfor current customerscurrent customers
  6. 6. Customers’ and Competitors’ ViewCustomers’ and Competitors’ View Customers:Customers: • Attitudes: like feelingAttitudes: like feeling sexy, romantic, beautifulsexy, romantic, beautiful • Preferences: classier,Preferences: classier, more puremore pure • Intentions: To satisfyIntentions: To satisfy inner desiresinner desires • Behavior: To be fulfilledBehavior: To be fulfilled by buying productby buying product Competitors:Competitors: • Hard to penetrate marketHard to penetrate market • Trying a more risquéTrying a more risqué approach to differentiate,approach to differentiate, drawing attention (Schooldrawing attention (School Girls)Girls)
  7. 7. Model of Information ProcessingModel of Information Processing • ExposureExposure: TV ads, catalogue, online fashion: TV ads, catalogue, online fashion show, television fashion show (all have one clearshow, television fashion show (all have one clear message)message) • AttentionAttention: use emotional appeal to: use emotional appeal to persuade/communicate message(Using thepersuade/communicate message(Using the product on supermodel)product on supermodel) • ComprehensionComprehension: Simplistic, picturesque: Simplistic, picturesque • YieldingYielding: credible source: credible source • RetentionRetention: Appeal is Unique, SEX SELLS,: Appeal is Unique, SEX SELLS, Known models usedKnown models used • BehaviorBehavior: Linked to self-image: AIDA, go out: Linked to self-image: AIDA, go out and buy, to feel “like an angel”and buy, to feel “like an angel”
  8. 8. Fashion ShowFashion Show • et/video.shtmlet/video.shtml
  9. 9. FCB GRIDFCB GRID • Victoria’s SecretVictoria’s Secret is a high involvement, high feel productis a high involvement, high feel product (Experiential Hierarchy)(Experiential Hierarchy) • Deals with emotional appeals linked to self-imageDeals with emotional appeals linked to self-image • Campaign did an excellent job in appealing to thoseCampaign did an excellent job in appealing to those looking to improve their self-imagelooking to improve their self-image • Made customers feel like they can be sexy if they wearMade customers feel like they can be sexy if they wear thethe AngelsAngels line.line.
  10. 10. StrengthsStrengths • Website had highestWebsite had highest ratings in history (1.5ratings in history (1.5 million viewers)million viewers) • ““Naughty but nice” wasNaughty but nice” was unique, eye-catchingunique, eye-catching • Brand name recognitionBrand name recognition • Using supermodels asUsing supermodels as demonstratorsdemonstrators • Use of a fashion showUse of a fashion show • House of StyleHouse of Style appearanceappearance • Hedonic appealHedonic appeal • Heavy product use inHeavy product use in advertisingadvertising • Catalogue promotedCatalogue promoted campaign and productcampaign and product • Used sales promotionUsed sales promotion tactics (coupons, etc.) totactics (coupons, etc.) to attract customers to retailattract customers to retail storestore • Used vibrant colorsUsed vibrant colors (product) and cloud(product) and cloud scenes in advertisementscenes in advertisement • Financial backingFinancial backing • Clear, concise messageClear, concise message
  11. 11. WeaknessesWeaknesses • Overly sexual contentOverly sexual content (consumer could form negative(consumer could form negative attitude)attitude) • Online crashOnline crash • Promoting exclusively withPromoting exclusively with Victoria’s Secret catalogueVictoria’s Secret catalogue • Recent Trend- ConsumersRecent Trend- Consumers spending less on impulsespending less on impulse itemsitems • FIXFIX-Find better time slots for-Find better time slots for commercials and use differentcommercials and use different clothing (use of slips)clothing (use of slips) • FIXFIX-They did-paying closer-They did-paying closer attention to forecastingattention to forecasting demanddemand • FIXFIX- Advertise through other- Advertise through other print such as Cosmopolitanprint such as Cosmopolitan and Peopleand People • FIXFIX-Promote user friendliness-Promote user friendliness of product (Comfort, ex., Bodyof product (Comfort, ex., Body by Victoria)by Victoria)
  12. 12. Future Creative ApproachesFuture Creative Approaches • Pay-per-view for the fashion show (FCCPay-per-view for the fashion show (FCC demands)demands) • Mini-movie- “Good versus Evil” (put asMini-movie- “Good versus Evil” (put as trailer in movie theater)trailer in movie theater) • ““Angel Search” for next angel to be usedAngel Search” for next angel to be used in campaign (local level, involving stores)in campaign (local level, involving stores) – Victoria’s Secret stores-broadcast finals onVictoria’s Secret stores-broadcast finals on national television (play by play)national television (play by play)
  13. 13. More Future OpportunitiesMore Future Opportunities • Christmas Holiday Charity Event—toys forChristmas Holiday Charity Event—toys for totstots • Auction off once-worn-by-Angel lingerie andAuction off once-worn-by-Angel lingerie and wings for charitywings for charity
  14. 14. Thank youThank you. We hope you have. We hope you have enjoyed our presentation!enjoyed our presentation! More info (and photos):More info (and photos):