This document provides an overview and analysis of Victoria's Secret's marketing strategy. It discusses the company's 7P's marketing mix with a focus on the brand Victoria's Secret. Key points covered include the company's founding, products, target demographics, expansion internationally, and annual performance metrics like sales. The brand is known for its fashion shows and catalogs that feature top models and musical performances.
Victoria's Secret- Communication Strategies AnalysisSrishti Gupta
Victoria's Secret is a leading lingerie brand known for sexy marketing. It communicates through elaborate fashion shows, beautiful models called "Angels", and highly visual advertising. The brand aims to make women feel youthful and confident. However, critics say the brand's narrow definition of beauty may alienate modern customers. To evolve, Victoria's Secret will need to balance its sexy image with expanding notions of attractiveness.
Victoria's Secret was founded in 1977 and acquired by Limited Brands in 1982. Limited Brands transformed Victoria's Secret into a brand for women's intimate apparel. Victoria's Secret now has over 1,000 stores in the US and targets middle-aged women ages 20-40. It also has a younger-focused line called PINK. Victoria's Secret uses extensive marketing including its annual fashion show, print catalogues, and social media to promote its brands. While very successful, it also faces criticism for sexualizing young women.
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Victoria's Secret started in 1977 when Roy Raymond opened the first store in San Francisco. In 1982, Raymond sold the company to The Limited Brands, founded by Leslie Wexner in 1963. Victoria's Secret sells women's clothes, lingerie, beauty products and fragrances. It aims to make women feel sexy and confident through merchandise and fashion shows featuring famous models. The company communicates through catalogs, stores, websites and social media to promote its brand.
This document provides an analysis of the Victoria's Secret brand, including its current marketing situation and strategy. It discusses Victoria's Secret's market position, competitors, effects of the economic recession, and key elements of its marketing strategy such as maintaining a "best-in-class" customer experience to build loyalty and drive consistent sales growth through effective customer relationship management even during an economic downturn. The document also examines Victoria's Secret's mission and objectives and how its marketing approaches like increasing advertisements and enhancing perceived value are aimed at optimizing its CRM and business performance.
Leslie Wexner bought Victoria's Secret in 1982 for $1 million after noticing the brand's potential while shopping in one of their stores. He implemented a direct marketing strategy focused on appealing to female customers through catalogs, television commercials, and annual fashion shows featuring top supermodels. This helped transform Victoria's Secret into a multi-billion dollar company with over 1,000 stores worldwide known for making women feel confident and sexy through high-quality lingerie associated with celebrity models. To continue growing, Victoria's Secret seeks feedback from loyal customers and follows fashion trends while maintaining and expanding its customer database through various digital marketing channels.
Victoria's Secret proposes creating a new television show to find new models. The show would feature auditions, eliminations, and appearances by current models to promote Victoria's Secret products. The goals are to expand their market and give women a chance to participate. Success would be measured by viewer numbers and increased sales revenue. Tactics include new voting methods on Facebook and Instagram to engage viewers. The estimated budget is $72 million for 15 episodes.
Victoria's Secret- Communication Strategies AnalysisSrishti Gupta
Victoria's Secret is a leading lingerie brand known for sexy marketing. It communicates through elaborate fashion shows, beautiful models called "Angels", and highly visual advertising. The brand aims to make women feel youthful and confident. However, critics say the brand's narrow definition of beauty may alienate modern customers. To evolve, Victoria's Secret will need to balance its sexy image with expanding notions of attractiveness.
Victoria's Secret was founded in 1977 and acquired by Limited Brands in 1982. Limited Brands transformed Victoria's Secret into a brand for women's intimate apparel. Victoria's Secret now has over 1,000 stores in the US and targets middle-aged women ages 20-40. It also has a younger-focused line called PINK. Victoria's Secret uses extensive marketing including its annual fashion show, print catalogues, and social media to promote its brands. While very successful, it also faces criticism for sexualizing young women.
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Victoria's Secret started in 1977 when Roy Raymond opened the first store in San Francisco. In 1982, Raymond sold the company to The Limited Brands, founded by Leslie Wexner in 1963. Victoria's Secret sells women's clothes, lingerie, beauty products and fragrances. It aims to make women feel sexy and confident through merchandise and fashion shows featuring famous models. The company communicates through catalogs, stores, websites and social media to promote its brand.
This document provides an analysis of the Victoria's Secret brand, including its current marketing situation and strategy. It discusses Victoria's Secret's market position, competitors, effects of the economic recession, and key elements of its marketing strategy such as maintaining a "best-in-class" customer experience to build loyalty and drive consistent sales growth through effective customer relationship management even during an economic downturn. The document also examines Victoria's Secret's mission and objectives and how its marketing approaches like increasing advertisements and enhancing perceived value are aimed at optimizing its CRM and business performance.
Leslie Wexner bought Victoria's Secret in 1982 for $1 million after noticing the brand's potential while shopping in one of their stores. He implemented a direct marketing strategy focused on appealing to female customers through catalogs, television commercials, and annual fashion shows featuring top supermodels. This helped transform Victoria's Secret into a multi-billion dollar company with over 1,000 stores worldwide known for making women feel confident and sexy through high-quality lingerie associated with celebrity models. To continue growing, Victoria's Secret seeks feedback from loyal customers and follows fashion trends while maintaining and expanding its customer database through various digital marketing channels.
Victoria's Secret proposes creating a new television show to find new models. The show would feature auditions, eliminations, and appearances by current models to promote Victoria's Secret products. The goals are to expand their market and give women a chance to participate. Success would be measured by viewer numbers and increased sales revenue. Tactics include new voting methods on Facebook and Instagram to engage viewers. The estimated budget is $72 million for 15 episodes.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
Digital marketing strategy victoria's secretRoshni Rajan
This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
Zara ( Customer-Based Brand Equity Model )yasminebibars
Zara is a large Spanish clothing retailer known for fast fashion. It operates 1080 stores worldwide and is the flagship chain of the Inditex group. Businessworld magazine describes Zara as a fashion imitator that focuses on understanding and quickly delivering styles its customers want rather than predicting trends through traditional fashion shows. Zara's vision is to continuously innovate to improve the customer experience by providing new, affordable designs made from quality materials. Its mission aims to contribute to sustainable development and the environment.
The document provides a brand audit presentation for H&M. It identifies central challenges as sourcing issues, public relations backlash, and an inconsistent shopping experience. A survey found consumers view H&M as affordable but of moderate quality. Recommendations include increasing transparency around the supply chain to rebuild trust, improving the store environment, and advertising sustainability efforts to counter negative publicity.
This document compares Victoria's Secret and a hypothetical brand called XY. It outlines their product lines, prices, locations, promotions, target demographics, strengths, weaknesses, opportunities, and threats. Victoria's Secret targets women with lingerie, swimwear, and beauty products priced $3-$90 sold at their 1,200 stores and website. XY would target men with underwear, swim shorts, colognes and hair products priced $10-$90 and sold through similar channels to a comparable demographic of 18-40 year old males. Both brands rely on television, magazine and billboard advertising to promote their fashion and lifestyle image.
A study on the Marketing Strategies related to Victoria's Secret.Done during a Marketing Management internship under the guidance of Prof. Sameer MAthur,IIM LUCKNOW.
Burberry was established in 1856 in Basingstoke, England by Thomas Burberry. By 1870, the brand had established itself through outdoor clothing. In 1891, Burberry opened a shop in London. In 1914, Burberry designed the trench coat for British officers in WWI, which later became popular with civilians. Today, Burberry represents luxurious style through pieces like the trench coat while evolving designs. Key audiences are wealthy adults aged 20-30, while maintaining reputation through high-end placements and avoiding "chav" stigma from the 1990s.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Money from Malawi Cashgate scandal allegedly funded electoral campaignsJoseph Jacob Esther
Money from Malawi Cashgate scandal allegedly funded electoral campaigns
Cashgate Scandal Malawi and Capital Hill Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
MALAWIS CASHGATE SCANDAL: PROGRESS AND LESSONS
Cashgate Scandal Malawi and Massive Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
Digital marketing strategy victoria's secretRoshni Rajan
This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
Zara ( Customer-Based Brand Equity Model )yasminebibars
Zara is a large Spanish clothing retailer known for fast fashion. It operates 1080 stores worldwide and is the flagship chain of the Inditex group. Businessworld magazine describes Zara as a fashion imitator that focuses on understanding and quickly delivering styles its customers want rather than predicting trends through traditional fashion shows. Zara's vision is to continuously innovate to improve the customer experience by providing new, affordable designs made from quality materials. Its mission aims to contribute to sustainable development and the environment.
The document provides a brand audit presentation for H&M. It identifies central challenges as sourcing issues, public relations backlash, and an inconsistent shopping experience. A survey found consumers view H&M as affordable but of moderate quality. Recommendations include increasing transparency around the supply chain to rebuild trust, improving the store environment, and advertising sustainability efforts to counter negative publicity.
This document compares Victoria's Secret and a hypothetical brand called XY. It outlines their product lines, prices, locations, promotions, target demographics, strengths, weaknesses, opportunities, and threats. Victoria's Secret targets women with lingerie, swimwear, and beauty products priced $3-$90 sold at their 1,200 stores and website. XY would target men with underwear, swim shorts, colognes and hair products priced $10-$90 and sold through similar channels to a comparable demographic of 18-40 year old males. Both brands rely on television, magazine and billboard advertising to promote their fashion and lifestyle image.
A study on the Marketing Strategies related to Victoria's Secret.Done during a Marketing Management internship under the guidance of Prof. Sameer MAthur,IIM LUCKNOW.
Burberry was established in 1856 in Basingstoke, England by Thomas Burberry. By 1870, the brand had established itself through outdoor clothing. In 1891, Burberry opened a shop in London. In 1914, Burberry designed the trench coat for British officers in WWI, which later became popular with civilians. Today, Burberry represents luxurious style through pieces like the trench coat while evolving designs. Key audiences are wealthy adults aged 20-30, while maintaining reputation through high-end placements and avoiding "chav" stigma from the 1990s.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Money from Malawi Cashgate scandal allegedly funded electoral campaignsJoseph Jacob Esther
Money from Malawi Cashgate scandal allegedly funded electoral campaigns
Cashgate Scandal Malawi and Capital Hill Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
MALAWIS CASHGATE SCANDAL: PROGRESS AND LESSONS
Cashgate Scandal Malawi and Massive Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
Hi every everyone,
I am Vidisha De, an Marketing Internship Student under Prof. Sameer Mathur, IIM Lucknow.
This is the my ppt slide that I created based on the Victoria's Secrets study case.
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
This document compares Levi's and Breakout brands. Levi's is one of the largest apparel brands founded in 1873 and headquartered in San Francisco. Breakout emerged in 2010 in Pakistan and is known for trendy streetwear. Both conduct segmentation, targeting, positioning and have product mixes that include jeans, shirts, accessories. They use similar marketing strategies like advertising, promotions and have competitors like Pepe Jeans, GAP, Outfitters. The document provides SWOT analyses and strategies for both brands.
Ralph Lauren Corporation produces clothing, accessories, and home goods under various brand names. They are launching an Instagram photo contest called #RalphLooks to promote a new collection. Contestants can win $500 in store credit or clothing by posting photos featuring Ralph Lauren products. The campaign aims to increase Ralph Lauren's social media following among 16-35 year old upper middle class women through hashtags and influencer marketing. Metrics like photo likes and comments will evaluate the campaign's success at generating buzz and sales. The total marketing budget is $29.2 million, with $10,000 allocated to contest prizes.
Similarities between retailer assessment and consumer expectationpria sangeetha
The document discusses similarities between retailer assessment and consumer expectations. It examines how retailers evaluate economic, social, cultural and political factors in an area to set up retail outlets that meet consumer needs. The objectives are to identify different types of retailer assessments and consumer expectations. There are gaps between what retailers predict and what consumers actually want. Retailers must accurately assess location variables like income, market size, education and culture to match offerings to consumer expectations.
Victoria's Secret is the leading specialty retailer of women's intimate apparel. It targets middle-class women aged 21-49 who want to feel and look sexy. The company uses various marketing strategies to reach its target market, including coupons, special offers, and incentives. It communicates through various channels like internet, email, television, print ads, and digital advertising. Victoria's Secret also has a PINK line targeting younger women aged 16-29 with more casual styles. Financial analysis shows Limited Brands, which owns Victoria's Secret, has grown its net income over the past three years, though it declined initially during the recession.
The document proposes introducing a new fashion-oriented beverage called Fashionista from Coca-Cola. It would have the same ingredients as regular Coke plus ginseng for energy. It aims to enter the untapped fashion market with attractive packaging and distribution in fashion hubs. The marketing plan details conducting market research, developing the brand, using promotional activities like sponsoring fashion events, and an advertising campaign portraying Fashionista as a fashion accessory. The implementation schedule and budget cover the product launch in Europe in 2009 and expanding globally through 2010.
Luxury brands are facing challenges in attracting new audiences, particularly Generation Y. To modernize while maintaining their classic essence, brands must find the right balance between tradition and modernity. Brands that embrace transparency and social commitment are succeeding with Generation Y. The role of experience across pre-purchase, purchase, and post-purchase is growing in importance. Successful brands modernize through innovations in products, technology, and service. Creating digital touchpoints appeals to Generation Y, and luxury brands have caught up to other sectors rapidly in digital, although digital enables rather than replaces human experiences. Some brands are cultivating communities to attract larger, loyal followings.
Teens N Trends is a home for women and teens, who are looking for affordable and fashionable clothes. We are aiming to provide customers a happy and enjoyable shopping experience. We are an offline store located in Pondicherry. You can visit us at http://teensntrend.epizy.com/
The document describes The Closet, a proposed fashion aggregator website. It would centralize users' favorite fashion blogs, news, stores and media in one personalized space. Users could customize their experience like an outfit. The site would save users time by keeping them informed on trends. Revenue models would include advertising, affiliate marketing and sponsored content. The target audience is female fashionistas. Competitors include fashion blogs, news sites, magazines and apps but The Closet aims to offer superior personalization.
Forever 21 is an American fast fashion retail brand founded in 1984 that has grown to over 700 stores globally. They are known for quickly moving designs from catwalks to consumers. Forever 21 offers apparel, bags, belts, shoes, jewelry and other accessories for men, women and kids. Their target market includes casual and formal wear, as well as accessories. They aim to provide an unprecedented selection of today's fashions at affordable prices. Forever 21 utilizes various marketing strategies including social media, sales promotions, public relations, pricing strategies and store ambiance to engage customers.
This document provides an agenda and background information on the cosmetic industry and the company Morphine Lips. [1] It discusses Morphine Lips' products which are high-end lip products containing a small amount of benzocaine to leave one's lips numb, targeted towards a youthful demographic.
Tshirtstore is a retail chain that sells unique clothing from designers around the world. They have 18 stores in Europe and Asia. This document outlines their PR and social media strategy to raise awareness of the brand in the UK and launch their flagship store. Their approach included building media lists, conducting journalist outreach, setting up social media accounts, designing a new website, blogging, running competitions and stunts, and measuring results like increased sales. The strategies helped put Tshirtstore "on the map" for street fashion in the UK.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
This document outlines a methodology for conducting competitive and comparative analyses of brands across the digital ecosystem. It involves mapping customer journeys, identifying relevant competitors and comparators, exploring brands' digital presences, and analyzing them according to areas of inquiry like findability, experience consistency, and social engagement. Sample deliverables include scorecards and insights into how brands communicate their identities. The methodology aims to provide strategic context and opportunities by considering brands from multiple angles.
I am branding- creds_presentation_2014_01_09 compressedi-ammumbai
i-am is a design firm that specializes in creating 360 degree customer experiences for brands. They help define how customers experience brands across various touchpoints including research and insights, brand identity, digital experiences, interior design, architecture, and experiential marketing. They have designed experiences for numerous clients across various industries to build brand advocacy and improve business performance.
Similar to Marketing and example Brand- Victoria's secret (20)
International Upcycling Research Network advisory board meeting 4Kyungeun Sung
Slides used for the International Upcycling Research Network advisory board 4 (last one). The project is based at De Montfort University in Leicester, UK, and funded by the Arts and Humanities Research Council.
RPWORLD offers custom injection molding service to help customers develop products ramping up from prototypeing to end-use production. We can deliver your on-demand parts in as fast as 7 days.
Best Digital Marketing Strategy Build Your Online Presence 2024.pptxpavankumarpayexelsol
This presentation provides a comprehensive guide to the best digital marketing strategies for 2024, focusing on enhancing your online presence. Key topics include understanding and targeting your audience, building a user-friendly and mobile-responsive website, leveraging the power of social media platforms, optimizing content for search engines, and using email marketing to foster direct engagement. By adopting these strategies, you can increase brand visibility, drive traffic, generate leads, and ultimately boost sales, ensuring your business thrives in the competitive digital landscape.
3. ABOUT MARKETING AND BRAND STUDY
• MARKETING, its all about communicating your product
into the environment.
• It is the communication of your ideas and creativity with
consumers with the goal of making them need or want
your product.
• As, I’ve taken Brand- VICTORIA’S SECRET, the 7 p’s of
marketing mix, in brief are covered with respect to my
brand.
3
11. PROCESS
• Element of system in production.
• Market planning by inputs, outputs and throughputs.
11
12. PHYSICAL EVIDENCE
• Physical environment created by the product.
• Interior servicing of a product in the environment.
12
13. BRAND STUDY- VICTORIA’S SECRET
• Victoria's Secret was founded by Tufts University and
Stanford Graduate School of Business alumnus Roy
Raymond, and his wife Gaye, in San Francisco,
California, on June 12, 1977.
• Victoria's Secret is the largest American retailer of
lingerie.
• Nowadays, it is known for its fashion shows and
catalogues, which feature top fashion models.
13
14. MARKET
• PRODUCTS:- brassieres, panties, hosiery, cosmetics,
sleepwear, swimwear, cosmetics and make-ups.
• TARGET CONSUMERS:- females (age group 18-40) who
have desirable sensual fashion taste.
• Higher middle class and upper class women, sexy,
confident who spends for her intimate comfort and
luxury shopping experience.
14
15. SUB BRAND- PINK
• A lineup of, underwear, sleepwear, loungewear, beauty
products, and accessories.
• Targets young women, college and high school girls. (15-
22 years)
• Brighter and pastel colors, cute and comfortable, trendy
prints.
15
22. SIZES
• Bra:- 30AA to 40DDD
• Panties:- 0 to 16, waist in. 24-34, hip in. 34.5-44.5
• Swimwear:- (xs-xxl)
swim tops- 32AA to 38DD
Swim bottoms- waist in. 24-34, hip in.- 34.5-44.5
• Clothing (and sleepwear)and PINK:- bust in. 32.5 to
42.5, waist in. 24-34, hip in. 34.5-44.5, thigh in. 19.75-
26.75
• Hosiery:- height:- 4’11’’-6’0’’, weight(lbs)88-139
22
23. RETURNS AND WARRENTIES
• One may return online, catalogue or store merchandise to a
Victoria’s Secret Store.
• If for any reason you do not love any items purchased (including
Swim, Sale & Clearance merchandise), they may be exchanged or
returned at any time!
• Within 90 days of purchase, refunds will credit back to the
original payment method
• If you paid with a gift card, you will receive a merchandise credit.
• After 90 days, we’ll issue your refund as a merchandise credit.
• For store purchase, bring original receipt and the item(s) you wish
to return to a Victoria’s Secret Store located in the original
country of purchase.
23
24. SERVICES
• Angel offers-
Angel credit card benefits:
oA $10 reward each time you earn 250 points
oBirthday surprises each year
oTriple points during your anniversary month
oAn automatic upgrade to “Angel VIP,” once you’ve
earned 500 points-PLUS a $10 reward!
24
25. PACKAGING
• The brand focuses on premium packaging of every
product.
• Different tones of pink with eye-catching packaging,
each unique in style and design.
• It is easy to handle, attractive as well as pretty decent
and simple.
25
28. MRP
• Perfume and body mists ranges from $14 to $68.
• Lingerie and other intimate products starts from $20 to
$1000 or more, depending upon what kind of materials
used.
• Clothing by PINK ranges from $10.99 to $59.95.
• Accessories:- $9 to $205.
• Other swimwear, nightwear, cosmetics and beauty
products, dorm are available at certain variable price
range from $14 to $300.
28
29. SALE
• Victoria’s Secret held seasonal and end of season sales
which has 20 to 70% discounts.
• Shopping cards, that are called angel cards also provides
schemes during anniversaries and birthdays.
29
31. ADVERTISING
• Its all about the show, as the brand says, every year the
best collection of bras, lingerie, swim wear, PINK,
accessories and other products go through the runway,
the best fashion shows in the world.
31
32. • Many top super models
promote the brand and
great singers like Bob Dylan,
Fall Out Boy, Rihanna,
Taylor Swift, Bieber, etc.
perform live wire in every
show.
32
33. • Many more
promotions
thorough
coupons and
catalog,
magazines,
advertisements
through social
media have made
this brand too
famous among
teenage girls to
certain women.
33
35. STORES
• Throughout the 1980s
Victoria's Secret took
over the market using
"faux-British veneer,
romantic styling and soft
classical music.“
• In 2002 the average
Victoria's Secret store
was 6,000 square feet.
35
36. • As per some sources, during the 1990s store sizes grew
from the average 1,400 square feet to between 4,000
and 5,000 square feet. By 1989, 50 stores had been
updated to reflect "an English feel".
36
37. • These are few stores of Victoria’s
secret PINK, sells underwear,
sleepwear, loungewear, beauty
products, and accessories, with
the intent to transition buyers
into more adult product lines,
such as Angels, Very Sexy, and
Body by Victoria. 37
39. COMPANY’S EXPANSION
• Up until the early 2000 management at Victoria's Secret
actively decided to not expand outside the United
States.
• The company opened 23 stores stores in Canada.
• In November 2005, the company opened its first
boutique in the UK at Heathrow Airport, Terminal 5 with
the help of World Duty Free.
• Victoria's Secret opened their first store located at the
Westfield Shopping Centre, Stratford, London.
39
40. INTERNATIONAL FRANCHISES
• In 2010 Victoria Secret's expanded with franchises
internationally.
• The first franchise store in Latin America opened in Isla
Margarita, Venezuela.
• More than 50 countries around the world have
Victoria’s Secret stores and franchises.
• "Then Victoria's Secret had 145 stores - and now we
have 1,000 stores," Jerry Stritzke, chief operating officer
of Victoria's Secret.
40
41. E-COMMERCE
• In 1995 Victoria's Secret
began building its e-
commerce website which
the company launched
after three years of
development
• Twenty minutes later the
first order was placed on
the website.
41
42. • The brand has its online
shopping site where people
from more than 150 countries
can buy products.
• www.victoriassecret.com
42
44. PUBLIC ATTRACTIONS
• The company has a calculated strategy for
captivating the girls and women in America, said
Danielle McCoy, vice president of equity research
at Wunderlich Securities.
• The Victoria's Secret catalogue showcases the
latest fashion, including: sportswear, dresses,
swimsuits, handbags, hosiery, perfumes and of
course, the finest lingerie.
• This highly responsive audience of sophisticated
consumers, ages 25-45, make excellent prospects
for other catalogue offers, gourmet foods,
fundraising appeals, home and family services,
and a wealth of others With an average income of
$50,000, these savvy consumers have the
discretionary income to shop. 44
45. DEMOGRAPHICS
• Lingerie brand Victoria’s Secret has an amazing thing
going with its annual show, which drums up press
coverage first with its taping.
• Executives at L Brands, Victoria’s Secret’s parent company,
refer to it as essentially an hour-long commercial for its
biggest business, with plenty of advertising building up to
the event and tied to it afterward. (Though with Taylor
Swift and Fall Out Boy among performers this year, and
Bieber, Rihanna, and Kanye in years past, it’s more
entertaining than the average ad spot. (2014 reports)
45
46. “If you’re selling
on emotion versus
on price, that
drives margin —
financial margin,
merchandise
margin, operating
margin,”
Burgdoerfer said.
46
48. CASE STUDY (reports from buzzfeed about annual sales)
• $2.72 billion: L Brands’ spending on store openings, marketing,
and other general and administrative expenses last year. That
makes the estimated $10 million to $15 million to put on the
Victoria’s Secret Fashion Show look remarkably small.
• $1,000: That’s how much people are trying to hawk tickets to the
show for on Craigslist.
• $2.72 billion: L Brands’ spending on store openings, marketing,
and other general and administrative expenses last year. That
makes the estimated $10 million to $15 million to put on the
Victoria’s Secret Fashion Show look remarkably small.
• $1.6 billion: The amount of sales that came from the website and
catalogues. (About one-fourth.)
48
49. • $10 million: The value of the “Royal Fantasy Bra and
Belt” that Candice Swanepoel will model in the show. It
has more than 4,200 precious gems, including rubies,
diamonds, and yellow sapphires.
49
51. ENVIORNMENTAL RECORD
• After two years of pressure from environmentalist groups,
Victoria's Secret's parent firm and a conservation group
reached an agreement to make the lingerie retailer's
catalogue more environmentally friendly in 2006.
• The catalogue would no longer be made of pulp supplied
from any woodland caribou habitat range in Canada, unless
it has been certified by the Forest Stewardship Council.
• The catalogues will also be made of 10 percent recycled
paper.
• The company has bought organic and fair trade-grown
cotton to make some of its panties. (this info. is according
to the survey given on a specific website)
51
52. SWOT ANALYSIS
Strengths:
• Brand value: Victoria’s (VS) Secret has been described in
one Business Insider article as, “the most popular apparel
brand in the world”(Lutz, 2013).
• Push toward global expansion: VS announced that they are
hosting their next fashion show abroad for the first time in
history. Marketing through Social Media: While VS spends a
lot on marketing, they increase their return on investment
(ROI) by using such platforms as Facebook, Twitter, and
Pinterest, to redirect traffic to their main website – one
strategy to encourage online consumer behaviour.
• Currently, VS ranks as the second most popular retail brand
on Facebook, having over 24 million fans to date (Facebook
Inc., 2014) 52
53. Weakness:
• Promotional consistency across channels – their semi-
annual sale dates are not the same in store, catalogue,
and online. As well, the same sale products can be sold at
different prices across channels, resulting customers
feeling dissatisfied with their chosen method of
consumption.
• Corporate Social Responsibility Initiatives – VS has some
work to do. In 2012, their major producers of fair-trade
cotton have been discovered to be using child labour and
forced labour (Simpson, Ekow & Bliss, 2012).
• Product Quality – VS has been sued for consumer fraud,
when they had terminated a contract with their hosiery
supplier, Zephyr. They continued to sell a lower-quality
version of the same product, using the same packaging.
53
54. Opportunities:
• Plus-sized Market – Extend their product line of intimate
apparel, as well as focus marketing efforts to promote
their products to the plus-sized market.
• Corporate Social Responsibility Initiatives – It would be
nice to see a strong brand like VS participate in a
corporate social initiative.
• Differentiate their brand voices – PINK and VS are
different brands and should be using a different voice on
their social media platforms, in addition to their email
promotions.
• 3D body scanners in store – having this technology in
store may entice customers to receive their size
information and become more comfortable crossing over
to buying apparel.
54
55. Threats:
• Exchange rate risk – When dealing with international
business, VS may run into extraneous costs in their
global efforts that were not anticipated due to exchange
rate fluctuations between different currencies that
make temporary changes to the cost of distribution.
• Competitors – Victoria’s Secret is faced with
competition, since other options become more readily
available to customers. Their international stores are
also faced with domestic brands.
• Privacy & Security – data shared among many 3rd party
affiliates increases the risk of being leaked.
55
56. MANUFACTURING
• In 2006 it was reported that Victoria's Secret paid workers $7
per day to make bras for them in Thai factories.
• Despite rising production costs and worldwide competition
from countries like China and Vietnam, it plans to source even
more from Sri Lanka over the coming years.
• Sri Lankan factories also supply 15m bras, 10m sleepwear items
and 2.5m swimsuits per year for Victoria's Secret Stores,
catalogues and online sales and for sub-brands like Victoria's
Secret Beauty, Pink, Intimissimi and Sexy Sport.
• And Victoria's Secret's biggest bra manufacturing factory in the
world is located on the Indian Ocean island.
56
57. • In fact, total Sri Lankan production for the US speciality
retailer is now around US$500m, up from US$300m just
two years ago.
• Most of this growth is to do with Victoria's Secret moving
more business into the island over the last two years. "Sri
Lanka has been a great partner. You could say we have
almost grown up together, really. We pioneered the
lingerie business in Sri Lanka together," says Sharen Jester
Turney, president and CEO of Victoria's Secret Megabrand.
57