This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.

1. A Marketing Analysis

3. Because Ray Raymonds, its founder, thought
retailers offered only “racks of terry-cloth
robes and ugly floral print night gowns.”
He was hence embarrassed to buy lingerie for
wife.
HOW WHY
Problem Solu+on A business opportunity!

4. There was no
erotic lingerie
but there was
v e r y s e x y
lingerie and I
hadn’t seen
anything like
it in the US.”
Leslie Wexner
(bought the company in 1982,

5. Changes made by
Wexner
• More emphasis on female customers.
• Focus on consistency and fit.
• Stores reconfigured to offer more privacy.
• Reinforced the brand image of
sophis+ca+on by evoking a European look
and feel.

6. Target Market
• Middle Class Women(aged-20-40)
• ‘Pink’ targets Teens(aged-15-22)
• Men shopping for their wives etc. DEMOGRAPHIC
• More than 1200 stores in the US, UK and
Canada.
• Takes order globally through its website.
GEOGRAPHIC
• Females: Good quality lingerie boosts
confidence
• Fashion
• Feel like celebrity
PHYSCOGRAPHIC

8. Catalogue & Tele Marketing
Victoria’s secret takes telephone orders 24 hours a day!

9. • Eye-catchy
promotions.
• Building a
strong
consumer
Database.
• Analyzing
consumer
demands.
Email
Marketing

10. Millions more tune every year to watch world’s top supermodels
strutting down the runaways in diamond studded lingerie.
It has resulted in a strong Brand Connotation.
I

11. Through the years…
1970s
Founded
Handful of stores, non-profitable
1990s
Restructuring
346 stores,
2010s
1075 stores,
$5.52 billion worth sales

13. A RECENT TV COMMERCIAL

14. • It has expanded itself with the launch
of PINK (targeting teens), Victoria
Sports and a host of other sub-brands.
• Diversified its product range from
mere lingerie to clothing accessories,
fragnances, personal care and
athletic attire.

15. BUT Challenges still remain..

16. • Doesn’t cater to the needs of over-
sized woman.
• PINK criticized of encouraging
sexualizing women at a young age.
• Limited market in only western
countries.

17. • The result is intense
COMPETITION
They focus on real bodies
instead of the “perfect body”.

18. SO WHAT’S THE
WAY FORWARD

19. Well, there are always OPPORTUNITIES
“A body for everybody” quite literally is a need of the hour.
Should focus more on product consistency instead of sexualizing the
product.
Support causes like breast cancer to enhance brand image.
Corporate philanthropy ini+a+ve in the form of scholarships, or grants
through its PINK brand.
Expansion to emerging Asian markets using effec+ve pricing strategy and
smart celebrity endorsements.

20. RECAP- Victoria’s Secret
STRENGHTS
• Brand Leader.
• Direct Marke+ng Strategy.
• (emails, catalogue etc.)
• Brand connota+on through fashion shows
• Splendid Website.
Weaknesses
• Only for thin-sized people
• Less market coverage
• Cri+cized for objec+fying women,
• retouching etc.
• Price on the higher side.
Opportunities
• Over-sized products.
• Social corpora+ve ini+a+ves.
• Expansion to Asian Market.
• Expanding its marke+ng channels.
Threats
• High Compe++on from Aerie, Adore Me
• etc.
• Marke+ng Nega+ve Image of Women.
• Eastern cultures against being sexy.

21. Disclaimer
This presenta+on is created by Pallabh Bhura from
Jadavpur University during a marke+ng internship
under Prof. Sameer Mathur, IIM Lucknow.
Prof. Sameer Mathur Pallabh Bhura
Thank You!