Victoria's Secret was founded in 1977 by Roy Raymond and Gaye But Why as a store where men felt comfortable shopping for lingerie. It grew through direct mail catalogs and became dominant in the US lingerie market, accounting for 42% of the $13 billion market. Victoria's Secret pioneered marketing tactics like commercials, print ads, and annual fashion shows featuring "Angels" and expensive "Fantasy Bras". However, the business model requires large investments in inventory that make it difficult for competitors to challenge Victoria's Secret's dominance.

2. Started in 1977 by
Roy Raymond and Gaye

3. But Why
Vicotria’s Secret??

4. “Their original idea
was to have a store
where men felt
comfortable
shopping for
lingerie”

5. Victoria’sSecretMarkettingChannel
Direct Mail
Catalog Marketting

6. Direct Mail
By sending an
offer,announcement,reminder or
other itemto an indivisual
consumer.

7. Catalog Marketting
By sending full-line
merchandise catalogs
,specially consumer
catalogs andbusiness
catalog usually in
print form.

9. Victoria’s Secret Milestones
Commercials
Print Ads
Fashion show

10. P
R
I
N
T
A D S

11. C
O
M
M
E
R
C
I
A
L
s

12. Fashion Shows

13. Victoria’s Secret Angels

14. Iconic GiantWings

15. Fantasy Bra
Each year a Victoria's
Secret Fashion Show
model is chosen to wear
one of the world's most
expensive bras in the
world

17. Social Media Marketting

19. “If you want to start a brandwith, say,
100 different styles, andyou needto
purchase 5,000 to 10,000 units of each,
that’s a $10 million to $15 million
investment before you’ve made any
sales,” saidAdore Me’s chief executive
andco-founder, Morgan Hermand-
Waiche. “It’s a hard problemto crack,”
and it is the reason, he said, that
Victoria’s Secret has been the
dominant player.
THE
NEWYORK
TIMES

20. The market is top-heavy, to say the
least, with L Brands, the parent
company of Victoria’s Secret and
Pink, accounting for about 42
percent of the $13 billion United
States lingerie market, according to
the research firmIBISWorld. “VS
changedthe game for the lingerie
market,” saidBritanny Carter,
industry analyst for IBISWorld. “A
lot of stores try to sell sex, whereas
VS is more of a lifestyle brand.”
THE
NEWYORK
TIMES

21. Created by Aisha Mehboob,BIT MESRA,Ranchi during a
“Marketing and Management “ internship under prof. Sameer
Mathur,IIM Luckhnow.
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