Vs.
Cultural Comparison Project
Michelle Isern & Ellen Killian
May 5, 2011
Why Victoria’s Secret & Soma?
• We chose Victoria’s Secret and Soma Intimates because…
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Highlight why we shop at VS (marketing tools)
Meaning behind store image
Successes and Failures
Media input
Feminist views
Goals
• Show the differences between management styles and
core values of the two companies
• Draw attention to an outsider’s view on the company’s
image
• Provide findings on behind the scene interactions among
co-workers and customers
Methods of Research
• Internet
• Personal Experience
• Observations
• Interviews
VICTORIA’S SECRET
“Committed to building a family of the world’s best fashion brands
offering captivating customer experiences that drive long-term
loyalty and deliver sustained growth for our shareholders.”
Victoria’s Secret is a well-know lingerie store owned by Limited
Brands.
- Established in San Francisco (1977), by Roy Raymond
- Expansion of products
- Victoria’s Secret Fashion Show
- “Sexy store” & media controversies
- Largest American lingerie retailer
- 1,000 stories in U.S., international locations
Soma
INTIMATES
“Simply the perfect fitting bra.”
• Created by CHICO’s clothing store
• Opened ten boutiques in 2004
• High quality bras, panties, sleepwear, and relaxation wear
• Practicality > Sexuality
• Today, over 110 stores nationwide
Branding – Victoria’s Secret
• Shopping bag
• Models
• Victoria’s Secret Fashion Show
• PINK dog
• Window displays
Branding - Soma
• “Comfortable”
• “Invisible Lines” – YouTube Video
• Age group appropriate
• Shopping bag
Functionalist Approach:
Victoria’s Secret Core Values
#1 Mission Statement: “To offer captivating customer
experiences that drive long-term loyalty…”
#2 Promotion of sales by creating an image or culture of
SEXINESS
#3 Importance placed on the promotion of scientific
management
**Classical Management Styles
Functionalist Approach:
Soma Core Values
#1 More emphasis on practicality & comfort than
sexiness
#2 Value positive and friendly environment:
Open Communication amongst workers, employees &
costumers
#3 Dedication to customers – provide useful resources
(i.e. online blog)
** Relational Management Styles
Interpretive Approach:
Victoria’s Secret Core Values
#1 Patterns of relationships/friendships that
naturally emerge among employees
#2 Job satisfaction/identification
Interpretive Approach:
Soma Core Values
#1 Family-oriented
#2 Equality, positive relationships, and
satisfaction
Functionalist Approach:
Similarities
• Establishing long-term customer loyalty
Interpretive Approach:
Similarities
• Emerging
of friendships, despite differences
in management styles
Critical Approach:
Victoria’s Secret
Critical Approach:
Soma Intimates
• Hierarchical power structure
• Work-related interaction over
informal social interaction
• Family-oriented structure
obscures conflicting interests
between managers and employees
• Sexiness
• Implicit, hidden forms of power
(i.e. Corporate)
• Feminist analysis
**Controversies in the media
Conclusions
• Soma
-Promotes practicality
-Relational Management
Styles
- Open communication
- Relaxed workplace
environment
- Job Satisfaction
- Conflict of authority
• Victoria’s Secret
– Promotes SEXINESS
– Classical Management
Styles
– Hierarchy among
employees
– Strict set of rules
– Job Satisfaction (pros
and cons)
Recommendations
• VICTORIA’S SECRET:
– Take into consideration employee needs
– Communicate to employees their value to the
company
• Soma
- Reevaluate respect anticipated by managers
- Expertise of managers needs to reach the level
of expectations that comes with their positions