Victoria’s Secret
Lauren Archer
Martha Burkard
Ian Fraiser
The Business
Started in 1977 in San Francisco by Roy Ramond,
a Stanford Business Graduate student who felt
embarrassed buying lingerie for his wife at the
department store.
◦ Created the store as well as the mail order
catalog
 Limited Brands owns Victoria’s Secret along with:
◦ Bath & Body Works, C.O. Bigelow, Henri
Bendel, La Senza, and The White Barn Candle
Co.
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VS Marketing
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Extensive advertising
Victoria’s Secret Catalog
Commercials
Print ads in magazines and
newspapers
Victoria’s Secret Annual Fashion
show:
◦ CBS
Word of mouth
 Famous models (Heidi Klum,
Gisele Bundchen)
 Sales (annual and semi-annual
sales)
 Emails for special offers and
events.
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Victoria’s Secret Direct
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Makes Victoria’s Secret
available 24 hours/day
Online store website,
Vspink
One of the fastest growing
and profitable ecommerce
website.
Sells lingerie, clothing, shoes,
swimwear, and beauty
products.
Catalogue reaches more than
390 million customers each
year.
Victoria’s Secret Store
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There are over 1000 stores nationwide
Includes an extensive selection of lingerie, bras,
panties, sleepwear, hosiery, and more…
Victoria’s Secret beauty products.
Store has several VS lingerie collections; such as
Pink,Very Sexy, and Body by Victoria.
Store Layout
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Victoria’s Secret store image:
◦ Colors: soft pink, to portray
femininity, use of glossy black in
their displays to portray a sexier
image.
◦ Images of their models on the
walls
◦ Displays of mannequins
wearing lingerie
◦ Smells: Victoria’s Secret perfumes
◦ Salespeople help customers find
sizes.
VS Misson
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Mission Statement:
“Limited Brands is committed to building a family of
the worlds best fashion brands offering captivating
customer experiences that drive long-term loyalty
and deliver sustained growth for our shareholders”
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Social Responsibility: labor practices, core values,
community involvement, protecting environment
“I believe companies like ours should be a source for
good. For us. For communities. For the world.”
-Les Wexner, CEO of Limited Brands
SWOT Analysis
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Strengths
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◦ Gives women a negative
body image
◦ Limited selection of sizes
Product offering
Website
Catalog
Marketing
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Opportunities
◦ Having plus size models
and plus size clothing lines
◦ Increase store size to
include clothing in store
◦ Designer Lingerie- higher
end (i.e. La Perla)
◦ Global expansion (UK,
Europe and Asia)
Weaknesses
Threats
◦ Emerging lingerie
companies
◦ Department store lingerie
◦ Discounted lingerie or
alternatives
Target Market
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The 20 year old college
student, who buys the
Pink line.
30 year old mom who
buys Victoria’s Secret
clothes online.
Empty nester who
seeks Victoria’s Secret
to spice up her life.
Men buying gifts for
their significant others.
Sources
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Davis, Ryan. "Marketing Victoria's Secret." BusinessWeek
11 Oct 2006: n. pag. Web. 13 Apr 2010.
<http://www.businessweek.com/bschools/content/oct20
06/bs20061011_780959.htm>.
"Limitedbrands." Limitedbrands, 2008. Web. 13 Apr 2010.
<http://limitedbrands.com/index.jsp>.
Ambartsumyan, Anna. "Victoria's Secret Stores Go
International." suite101.com (2010): n. pag. Web. 15 Apr
2010. <http://womens-intimateapparel.suite101.com/article.cfm/victorias-secret-storesgo-international>.