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Victoria's Secret Case Study

Marketing Analysis of the largest lingerie brand in the United States: Victoria's Secret.

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DO YOU KNOW
VICTORIA’S
SECRET?
Roy Raymond
Founder of Victoria’s Secret
ENTER LESLIEWEXNER
• His brainchild “The Limited”, a sportswear brand was blooming.
• He went inside the store and…
WOW!
THAT’S SOME
LINGERIE
WEXNER HAD BIG PLANS FOR VS
• Wexner bought Victoria’s secret, store and catalogs, for $1 million
What was wrong with the Victoria’s Secret business model?
In focusing on a store and catalog that appealed to men,
Raymond had failed to draw a large following among women.
WHAT DID WEXNER DO
DIFFERENTLY?
• Wexner used a Direct Marketing strategy.
• Direct Marketing is the use of consumer-direct channels to reach
and deliver goods and services to customers without using
marketing middlemen.

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Victoria's Secret Case Study

  • 2. Roy Raymond Founder of Victoria’s Secret
  • 3. ENTER LESLIEWEXNER • His brainchild “The Limited”, a sportswear brand was blooming. • He went inside the store and… WOW! THAT’S SOME LINGERIE
  • 4. WEXNER HAD BIG PLANS FOR VS • Wexner bought Victoria’s secret, store and catalogs, for $1 million
  • 5. What was wrong with the Victoria’s Secret business model? In focusing on a store and catalog that appealed to men, Raymond had failed to draw a large following among women.
  • 6. WHAT DID WEXNER DO DIFFERENTLY? • Wexner used a Direct Marketing strategy. • Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
  • 8. CATALOG BUSINESS Browse and shop for lingerie at comfort and privacy Telephone orders 24 hours a day Testing product offerings
  • 12. DEMOGRAPHIC Middle Class Women(aged -20-40) ‘Pink’ targets Teens(aged- 15-22) GEOGRAPHIC More than 1200 stores in the US, UK and Canada Takes order globally through its website PSYCHOGRAPHIC Good quality lingerie boosts confidence Celebrity-like feeling TARGET MARKET
  • 13. VS sells its products through catalog and websites and more than 1075 stores located throughout US, UK & CANADA
  • 14. VICTOIA’S “SECRET”TO SUCCESS STORES THAT APPEAL TO FEAMLE CUSTOEMRS FOCUSED AT WOMEN WHO BUY FOR THEMSELVES CONSISTENCY OF FIT = CUSTOMER LOYALTY EUROPEAN STYLE STORES WITH CLASSICAL MUSIC
  • 15. EXPANSIONS & CAMPAIGNS •New expansion •Targets young girls aged 15-22 years •Aimed at making loyal customers •“PERFECT BODY” Campaign •Every women is perfect in her shape. •No particular size
  • 17. Q.1 Why has Victoria’s secret been so successful? How does the company reach its target audience? • Targets working middle-class women and employ top models like Miranda Kerr for the face of their business. • Consumers believe they can look like models which in turn creates brand association • Targets young college girls with VS’s PINK that offers bright colors and more casual design. • Reaches the target audience via email and mobile marketing • Alerts at the launch of new products • Fashion shows attract a large number of customers • Promotional sales
  • 18. Q.2 WHAT DO YOU THINK ARE VICTORIA’S SECRET’S BIGGEST CHALLENGES? • Maintaining their multi-digital platform to its customers • Because they use direct marketing strategy, telephone order teams are the most important part • Many firms have been popping up to block unwanted junk emails. • Huge investment in technology to maintain database.
  • 19. Q.3 What’s next for Victoria’s Secret? How does the company grow? • Get feedback from loyal customers from stores and websites • Follow famous designers in introducing designs and collections • The company can grow by maintaining and expanding a loyal customer list • Expand stores in major cities of Asia and Europe
  • 20. RECAP
  • 21. DISCLAIMER • Created by Priyam Agarwal, Amity University, Noida, during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow