VICTORIA’S SECRET ANGELS CAMPAIGN Kristen Ayers, Nick Lepera, Jeff Shoykhet, Shilpa Suneja Background • 1970-San Francisco by Roy Raymond • 1982-Became part of Limited Brand – Grew from 3 stores to over 1000 stores • Campaign started for Valentine’s Day • in 1999 Initial campaign increased sales – 2000: 956 million – 2001: 962.4 million – 2004: 995 million • Currently over 400 million catalogue circulation Positioning • Competitors: Frederick’s of Hollywood, Trashy Lingerie (more erotic) and La Senza (less expensive), Hennes & Mauritz (using supermodels) • Victoria’s Secret is known as THE BEST BUT… Gap and Abercrombie & Fitch could be a possible threat in the long-term Target Market • “She’s not a person or an embodiment, but • an aspirational client envisioned for the brand…She’s in her late 20s, has lived in Europe, has a job, and is very fashionable. She’s a woman, not a girl, and is somewhat worldly and interested in traveling” Wendy Burden, VP Operations 18 to 34 year old women (Appeal also to men’s fantasies) Objectives of Campaign • Increase market • • share Build brand awareness Build brand equity for current customers Customers’ and Competitors’ View Customers: • Attitudes: like feeling sexy, romantic, beautiful • Preferences: classier, more pure • Intentions: To satisfy inner desires • Behavior: To be fulfilled by buying product Competitors: • Hard to penetrate market • Trying a more risqué approach to differentiate, drawing attention (School Girls) Model of Information Processing • Exposure: TV ads, catalogue, online fashion • • • • • show, television fashion show (all have one clear message) Attention: use emotional appeal to persuade/communicate message(Using the product on supermodel) Comprehension: Simplistic, picturesque Yielding: credible source Retention: Appeal is Unique, SEX SELLS, Known models used Behavior: Linked to self-image: AIDA, go out and buy, to feel “like an angel” Fashion Show • http://www.cbs.com/specials/victorias_sec ret/video.shtml FCB GRID • Victoria’s Secret is a high involvement, high feel product • • • (Experiential Hierarchy) Deals with emotional appeals linked to self-image Campaign did an excellent job in appealing to those looking to improve their self-image Made customers feel like they can be sexy if they wear the Angels line. Strengths • Website had highest • Catalogue promoted • • • • • • • • ratings in history (1.5 million viewers) “Naughty but nice” was unique, eye-catching Brand name recognition Using supermodels as demonstrators Use of a fashion show House of Style appearance Hedonic appeal Heavy product use in advertising • • • campaign and product Used sales promotion tactics (coupons, etc.) to attract customers to retail store Used vibrant colors (product) and cloud scenes in advertisement Financial backing Clear, concise message Weaknesses • Overly sexual content • FIX-Find better time slots for • Online crash • FIX-They did-paying closer (consumer could form negative attitude) • Promoting exclusively with Victoria’s Secret catalogue • Recent Trend- Consumers spending less on impulse items commercials and use different clothing (use of slips) attention to forecasting demand • FIX- Advertise through other print such as Cosmopolitan and People • FIX-Promote user friendliness of product (Comfort, ex., Body by Victoria) Future Creative Approaches • Pay-per-view for the fashion show (FCC demands) • Mini-movie- “Good versus Evil” (put as trailer in movie theater) • “Angel Search” for next angel to be used in campaign (local level, involving stores) – Victoria’s Secret stores-broadcast finals on national television (play by play) More Future Opportunities • Christmas Holiday Charity Event—toys for • tots Auction off once-worn-by-Angel lingerie and wings for charity Thank you. We hope you have enjoyed our presentation! Questions?