Victoria's Secret is the largest lingerie retailer in the United States, founded in 1977. It grew successful by targeting female customers and releasing a wide variety of products. However, it now faces challenges from competitors offering cheaper alternatives and changing customer preferences. To adapt, Victoria's Secret should move away from outdated concepts like angels and focus more on understanding today's women through improved customer research.

1. Victoria’s{Secret
“A{{BODY{{{FOR{{
EVERYBODY{“

2. Largest lingerie retailer in United States
Founded by Roy Raymond in 1977
and sold to Leslie Wener in 1982
who bought the company into new
light.

3. Leslie found that very few variety of the products to
be wore by women were available in the market.

4. Growth story and
Secret for success

5. Segmentation and
identifying target
customers- Targeting
female customers who
buy for themselves.

6. Releasing a wide variety of new products in
various styles and patterns to make women feel
good.

7. Focus on consistency of fit, customer loyalty,
providing privacy and
appealing departmental stores

8. Designing feel
throughout stores and
designing catalogues
in order to further
reinforce the brand
image.

9. Hence the customer database grew significantly and
about 390 million catalogues are still distributed in
an year over the world which is the major source of
revenues for the company.

10. Customers order the product on phone after
seeing{them{in{the{catalogue{and{it’s{a{very{
efficient way for both the customers and the
sellers.

11. Other Media Forms
Newspapers Websites
Magazines

12. Organizing{fashion{shows{and{events{by{victoria’s{secret{
has led to the promotion of the brand and building brand
image over the recent years.

13. The company is facing
various challenges –
1. Several key supermodels have left
the brand and other brands aim at
targeting{victoria’s{secret’s{
supermodels.

14. 2. Several new start ups are coming up like AdoreMe
which offer similar product at cheap prices, thus giving
stiff{competition{to{Victoria’s{Secret.

15. What to do next?

16. Victoria’s{Secret{should{stop{using{fantasy{positioning{
and 70s concepts such as 'Angels" and the 'Fantasy
Bra”{which{alienates{modern{day{sophisticated{and{
complex women.

17. Offering the product in large sizes as the demand
for large size is increasing in the market.

18. Victoria’s{Secret{should{aim{to{be{less{spectacle{and{
more sincere towards its customers as proven by social
media backlash from one of its recent campaigns.

19. It should employ various
techniques in order to get to
know its customers like
Designing Customer
Databases , data mining,
establishing clear goals.

20. It should advocate proper
sales force
Representatives and train
and motivate them in order
to increase sales and
profits.

21. Recap
Victoria’s{Secret:
• Brief introduction.
• Growth story and Secret for success.
• Challenges faced by company right now.
• What to do next to increase sales.

22. DISCLAMER
CREATED BY SAURABH AGRAWAL,
NIT HAMIRPUR, DURING A
MARKETING INTERNSHIP UNDER
PROFESSOR SAMEER MATHUR