Victoria's Secret was founded in 1977 by Roy Raymond to offer women's underwear beyond basic terry cloth robes and floral prints. In 1982, Raymond sold the company to Leslie Wexner. Wexner realized the company should target female customers directly rather than their male partners. Victoria's Secret focused on fit consistency and store designs appealing to women. Today it spends $220 million annually on catalogs mailed worldwide, allowing private shopping. It also markets through stores, websites, and television shows like its famous fashion shows.

2. Victoria’s Secret was founded by Roy Raymond in
1977 because he thought retailers only offered “racks
of terry cloth robes and ugly floral print nylon
nightgowns”.
In 1982, Raymond sold the company to Leslie Wexner.

3. Why has Victoria’s
Secret been so
successful??

5. What is direct marketing?
It is the use of consumer direct channels to reach and
deliver goods and services to customers.

6. Types of direct marketing

7. The company targeted female consumers who buy
for themselves, rather than male consumers who
shop for their significant others.

8. The company focused on consistency of fit, and stores
were reconfigured to appeal to female shoppers

9. Today, Victoria’s Secret spends approximately $220 million a year and mails 390
million catalogs worldwide. Catalogs allow customers to browse and shop for
lingerie in the comfort and privacy of their homes.

10. Victoria’s Secret takes telephone orders 24 hours
a day. Telemarketing provide the opportunity to
extend and test different product offerings.

11. BRAND MANTRA
Products in stylish colors, textiles, and patterns that made
women feel sexy and glamorous in a tasteful manner.

12. Another milestone in Victoria’s Secret marketing strategy was its shift to
include supermodel fashion shows and television commercials.

13. COMPETITORS
1.Fredireck’s of Hollywood
2.Friut of the Loom
3.Aerie by American Eagle
4.Jockey
5.Gapbody
6.Nordstorm

14. How does company reach its target
audience?
In 1982, sale was limited to the male
customers.
Leslie Wexner realized the company should
target female consumers.
Launched a new range of products in colors
and textiles.
Focused on consistency of fit and stores were
reconfigured to appeal to females.

15. What are Victoria’s Secret biggest
challenges?
• Competitors like AdoreMe are poaching top
designers and offering similar products at cheaper
price.
• Plus size consumers are petitioning to offer larger
sizes.
• Victoria’s Secret still uses traditional brand
positioning concepts such as “Angels”.

16. How does the company grow?

17. Today Victoria’s secret sell its products through
alluring catalogs, through its website, in more
than 1,075 stores.

18. The company recently expanded with launch of
PINK, a lingerie line targeted at 15-22 year old
women.

19. • About
• How victoria’s Secret became successful.
• Brand Mantra
• Competitors
• Questions

20. DISCLAIMER
Created by Himanshi Singla, Dyal Singh College, during a
marketing internship under Prof. Sameer Mathur, IIM Lucknow.