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VICTORIA’S SECRET – Mini Case
Roy Raymond Leslie Wexner
Key Personalities
Founded on June 12, 1977
HOW IT STARTED ??
Victoria
Victorian
era
Secret
Hidden
underneath
the clothes
PRODUCTS
LINGERIE
C
A
T
A
L
O
G
S
MO
N
T
H
L
Y
BODY CARE
RESULTS !!
HAPPY CUSTOMERS
Victoria’s Secretas an ice breaker !!
Very few Lingerie
shopping options
Little design and
style
Good lingerie are
provocative
Shy female
customers
Intimate product be stylish,
trendy, acceptable, innovative,
accessible
Style and
sophistication
Being Sexy is
embarrassing
SECRET INNOVATIONS OF
VICTORIA’S SECRET
World famous and annual activity
The PINK Campaign
W
I
N
G
S
FANTASY BRA
Diamond and precious
gem-studded lingerie
Million-dollar
manufacturingprice
High auction amount
Supermodels walking the
ramp
To Connect with its Customers..
Takes telephone orders 24 hours a
day
Catalogs to browse and shop lingerie in the
comfort and privacy of their homes
Multi-utility stores
Television ads
Online shopping
Challenges
• Narrow productlineof producingonlylingerie
• Doesn’tcater culturalvariations
• Upcomingsimilar and cheapbrands
• Hefty advertisements
• Celebrity endorsements
• Targetingmiddle-aged women only
What’s next for
VICTORIA’S SECRET ?
 Expanding its product line beyond
lingerie and body care to health care
 Endorsing to common people save
from supermodels
 Sponsoring general events
 Addressing cultural variations across
globe
DISCLAIMER
This is a mini case study prepared by Kiran Gotaphode
from Shri Ramdeobaba College of Engineering and
Management during marketing internship under
Professor Sameer Mathur.
Prof. Sameer Mathur
IIM Lucknow
Kiran Gotaphode
SRCOEM

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Victoria's secret