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.

2. Limited Brands
• Formerly known as “The Limited Inc”.
• Slowly made Victoria’s Secrets into one of the top 10
most recognized brands in the world.
• Victoria’s Secrets is the largest American retailer of
lingerie.

3. HOW IT ALL STARTED???
• Roy Raymond established Victoria’s Secrets in 1977.
• Started as a Store for Men.
• Limited Brands acquired Victoria Secret in 1982.
- Completed overhauled the company.

4. Target Market
• Customers are sexy, confident, and
have a desire for “sensual fashion”.
• Targets middle class women (age
group 20-40).
• Targets men shopping for their
girlfriend, wife etc.

5. Target Market (PINK)
• A lineup of, underwear, sleepwear,
loungewear, beauty products, and
accessories.
• Targets young women, college and high school girls.
• Brighter pastel colours, cute and
comfortable, trendy prints.

6. Victoria’s Secrets Stores
• Average size: 6,000 sq ft.
• Very unique layout.
• Most have black or cream colored
interiors.
• Sub-brand separated in the stores.

7. Stores (PINK)
• There are few stores of
Victoria’s Secrets PINK, sells
underwear, beauty products
With the intent to transition buyers into
more adult product lines.

8. Company’s Expansion
• Until the early 2000 management at Victoria’s Secrets
actively decided to not expand outside the United States.
• The company opened 23 stores in
Canada.
• Victoria’s Secrets opened their
first store at the Westfield
Shopping Centre, London.

9. Digital Strategies
VictoriaSecrets.com
E-mail marketing
Mobile Marketing
TV/Radio Ads

10. Digital Strategies
• Omni integrated digital strategy =
same experience everywhere.
• Social Media
- Facebook (2nd most popular retailer
store on the site, 18th most popular
brand)
- Twitter, Pinterest, Instagram,
YouTube.

11. Victoria’s Secret Catalogue
• Direct Marketing Approach.
• $220 million a year is spent on the
catalogues sent to customer’s home.
• VS uses print to drive more “emotional
content”.
• The Victoria’s Secrets brand is in the mature
stage of the product life cycle.

12. Current Marketing Strategies:
Freebies
• Coupons are sent out in the mail every month
with free gifts.
• No purchases are necessary.
• Causes impulse purchases.
• Creates traffic in the store.

13. Semi Annual Clearance Sale
• Items only go on sale during specifies
time frame.
• Items are discounted between 25% to
70%.
• Targets different types of customers.

14. VS Secrets Rewards
• Gift card with an unknown amount of
money.
• Redeemable within an specified time
frame on the card.
• Drives traffic.
• Acts as initiative to make purchases with the help
of the reward card.

15. Expansion of PINK
• 20% of the store carry the full PINK
assortment.
• In 2012, 34 U.S. stores totalling
109,000
“ Growth in lingerie and PINK were the
primary catalyst for a 3% increase in VS’
fourth-quarter same-store sales, while
beauty business was flat”
- Stuart Burgdoerfer (WWD)

16. The VS Designer CollectionThe VS Designer Collection
• High-end lingerie collection.
• In-house Designers.
• Sold online at
VictoriasSecret.co
m and at 13 VS
locations.

17. Victoria’s Secret Fashion Show
• Incorporates their undergarments into
outrageous themed costumes.
• 11.5 million viewers in 2012.
• They have created a tradition
- “Angel wings” implemented in 1998.
• Cater to target audience integrating popular
entertainers.
- Justin Bieber and Rihanna

18. Competitors
Aerie-American Eagle
• Launched in 2006.
• Targets 15-25 years
old women.
• Intimate collection.
Bare necessities
• Lunched in 1988.
• Known for assortment of bras
and lingerie.
• 3700 styles from 170 brands.
• Competes with PINK
• Targets middle aged women.

19. Major Strengths
• Market leader.
• Extremely good at advertising.
• Vast numbers of stores.
• Very few competitors, all of ehich are less
successful.
• Multiple sales channel.

20. Major weakness
• Parental view of Victoria’s Secrets
- Many people think Victoria’s Secrets is wrongfully exposing
preteens to “adult items”.
• Unable to expand their target market; very specific market.

21. DISCLAIMER
Created by Vidisha De, IIT(ISM)
Dhanbad, during a marketing
Internship by Prof. Sameer Mathur, IIM
Lucknow.