Victoria’s Secret
by Bayasgalan, Enkhbold, Weflen, &
Young
Agenda
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History
Competitors
Channels
Sales Strategy
SWOT
Industry Analysis
Recommendations
Selling an Image
History
• 1977: Founded by Roy Raymond
• 1982: Acquired by The Limited, Inc.
– Leslie Wexner, The Limited, Inc. CEO, responsible
for developing and growing the catalog side of the
sale
– Wexner responsible for success of the
management and marketing
• 1995: Incorporated Victoria’s Secret Angels
• 2007: Started the brand
VS Angels
Competition
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Frederick’s of Hollywood (1946)
Maidenform (1922)
La Senza (1982)
Retailers like JC Penney, Kohl, Target
might take over product placement
in stores
Channels
• Pink
• Around 3,200 Victoria’s Secret Stores
• Catalogs
Sales Strategy
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“sexy, glamorous, and innovated”
Strong brand image
Sexy and tasteful unlike Frederick’s
Staying up-to-date with current trends
Focus on younger generation
SWOT Analysis
• Strengths
– Large customer base
– Strong brand image
– “Sex sells”
• Weaknesses
– Exclusive focus on certain segments
• Opportunities
– Start a men’s brand
– Develop a professional work environment product line
• Threats
– Economic downturn
– Competitors offering lingerie product lines
Industry Analysis
• Victoria’s Secret
– $9.04 billion
• Maidenform - $413 million
• Frederick’s - $198.01 million
• La Senza – 189 million
We Recommend
• Short-term:
– Develop an online workshop
– Research and development (inventory turnover)
– Realistic representation in the VS Stores
• Long-term
– Expand for professional dress
– Research and development for electronic cataloging
– Create a division to include men in the target market
Recap
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Leader in the women’s apparel market
Strong brand image
“Sex sells,” but within the limit
Stay innovative in product design