Victoria's Secret targets middle-aged working women and men shopping for them. They employ famous models known as Angels to promote a sense of aspiration and brand association. Victoria's Secret also uses direct marketing through catalogs and digital platforms to maintain customer relationships. Sales promotions are used to drive more customers and create brand loyalty. The brand focuses on emotional storytelling through models rather than new product innovation as it is in the mature stage of its lifecycle.

6.  Customers are sexy, confident and have a desire for
“sensual fashion”.
 Targets middle class women (20-40 yrs.)
Does NOT specifically target the young women.
 Target men’s shopping for their Girlfriends, Wives for
the lingerie.

7. • Victoria Secret’s PINK collection.
• Targets a younger college aged women(19+)
• Inevitably attracts teens and high school girls.
• Brighter colors, trendy prints, less sensual attire.
• Designed to be more cute and racy.
• Meant as a Gateway in main Victoria Secret’s line.

10.  Direct marketing approach.
 $220 million a year is spent on the catalogs sent to
customers homes includes postage, creative, printing,
paper and circulation.
 VS uses print to drive more “emotional content”.
 The Victoria Secret brand is in the mature stage of
Product Life Cycle
emphasis is laid on the product rather than creating a
buzz around the brand.

11.  Angel offers
Angel credit card benefits-
 $10 reward each time you earn 250 points.
 Birthday surprises each year.
 Triple points during your anniversary month.
 An automatic upgrade to “ANGEL VIP” once you have
earned 500 points plus cash rewards.

12. •Incorporates their undergarments
into outrageous themed
costumes.
•11.5 million viewers in 2012.
•Created a tradition.
“ANGEL WINGS” implemented in
1998.
•Cater to their target audience
integrating popular entertainers.
JUSTIN BIEBER and RIHANA.
•The Victoria Secret designer
collection.

13. • Items only go on sales during
specifies time frames.
• Items are discounted between
25%-70%.
• Creates space in retail stores
and warehouses for new
products.
• Target different types of
consumers.

17.  Victoria Secret target audience are working middle class women or
men sopping for them, they focus on value proposition by
employing world renowned models who are known as Victoria
secret angels and are also the face of business. They help the
consumer believe that with their products, they could look like the
models which in turns create the brand association. They also aim
to make the gentleman feel comfortable while while shopping for
their significant other.
 Victoria Secret typically follow up their advertisement with a
promotional sale which creates a massive inflow of customer and
also largely creates a huge customer brand association.

18.  Maintain its multi digital marketing platform to its
customers.
 Create a culture for their employees to use CRM as in
nature to adopt customers for a longer and ever lasting
duration.
 Huge investments to maintain the databases.
 Huge investment in training the human minding the
technology in order to get the right strategic decisions.

19.  Get feedback from loyal customers from stores
and websites.
 Follow famous designers in introducing designs
and collections.
 The company can grow by maintaining and
expanding a loyal customer list.
 Expand stores in major cities of Asia and
Europe.

21. Created by Aashima Jain (LBSIM, DELHI )
under the guidance of by Prof. Sameer
Mathur , IIM LUCKNOW during marketing
internship.