The Brand Audit of Victoria's secret. How did the brand go Worldwide? What is the Success Story of VS? The marketing strategy of VS.

3. • The largest American retailer of lingerie
• Founded by Roy Raymond in 1977.
• One of subsidiaries of L Brands Inc.

4. • Ranking No.345 in the Best Global Brand
3452 million USD as its brand value
• Ranking No.16 in Best Retail Brand in
2013

5. • Components:
• Victoria’s Secret
• Victoria’s Secret
PINK
• Victoria’s Secret
Beauty

6. • 1977: Victoria’s Secret founded by Roy Raymond and his wife in San
Francisco, California in June 12th with $80,000 USD start-up funds. The first
store located in Stanford Shopping Center in Palo Alto, California.
• 1977 to 1980: grossed $500,000 in its first year, set up 3 more store start
sending catalogue and accepting mail-order.
• 1982: Face to bankruptcy. Sale to Leslie Wexner, creator of Limited Stores Inc.
• 1983: Strategy change from focus on men to women.
• 1985 to 1993: Victoria's Secret sold men's underwear.
• 1983 to 1990: Expand 346 store retailer in U.S.A.
• 1986: Victoria's Secret was the only national chain of lingerie stores.
• 1991: released their line of fragrances.
• 1993President change from Howard Gross to Grace Nichols cause the
persistent quality problems
• 1993-1996: profits slowly grow. Miracle bra launched and sold 2million in the
1st year
• 1994: competitor Wonder Bra came up
• 2000: Sharen Jester Turney as the new chief executive of Victoria's Secret
Direct .
• 2006 until now: growth

9. 1. Brand Image establishment

10. 2. Social Media
Facebook: 24 million fans, the 19th most
popular brand , the 2nd most popular retail
store
Twitter: 3.4 million fans, ranking 16th
Instagram: 3.9million fans, ranking 11th
YouTube: 65.9million views, ranking 72th

11. 3. Email Marketing

12. 4. Mobile Marketing
• application for smartphone
• SMS alert

13. 5. Victoria’s Secret Fashion Show
Since 1995,
Since 1999 broadcasted on internet
Since 2001 broadcasted on TV
$12 million budget
In 2013, the show got 9.71 million viewers on TV
and 3million views on Youtube.

14. Marketing Strategy
6. Television Commercials
Sell the idea of Victoria’s Secret, rather than the
product.
The first Victoria’s Secret Super Bowl commercial
lured more than 1,000,000 people to their website

15. 7. VS All Access
• Victoria’s Secret All Access is a page located on their website.
• additional information such as makeup tips, supermodel
biographies, an insider’s look at the Victoria’s Secret fashion show, and
news events are shown.
• Give consumer a more personal experience

16. 8. Promotional Offers
Every year, the day after the fashion show has been broadcasted, Victoria’s
Secret holds a promotional event in store and online
9. Semi Annual Sale
semi-annual sale, hold twice a year.
10. Coupons
mail out a “free panty” card to their shoppers every month. also email out
“$10 off a bra” cards.
11. Online Deals
These offers often include $25 off your purchase, free shipping, etc.
hosting some level off clearance items on their website

17. Names:
• Vicoria’s Secret
• PINK
Slogans:
• Bringh Young Things

18. Spokesperson:
• Heidi Klum
• Tyra Banks
• Gisele Bundchan
• Adriana Lima
• Selita Ebanks
• Izabel Goulart

20. Physic: black, pink
• Victoria’s secret is focus on female
products, obviously pink color is the color of
women, it is the symbol of bright and young
lives, women in pink look like more nifty
and beautiful. The black color is the symbol
of sexy elegance and mysterious, as the
name tells, the secret makes women
mysterious so that they look like more
attractive.

21. Personality: Young, sexy, passionate, beautiful,
positive
• If we presume the brand Victoria’s secret is a
people, through all the products, sometimes we can
find that she must be a young girl and she is nifty
and enjoys every day of her life, she is passionate
about all the fresh things and makes people around
feel positive and relax, moreover, sometimes she is a
mature beautiful lady, she is sexy and beautiful, man
will always be attracted by her elegance and
mysterious.

22. Culture: American culture, young and passionate life
Style.
• Victoria’s secret is on behalf of the American culture
which is fresh and unruly, and the passionate life
style of American women.
Self-image: Consumers want to be more attractive and
live the life that is plenty of passion, energy and
elegance.
• Consumers of Victoria’s secret are usually fond of
pursuing the individualized life and act confidently.

23. Reflection/Reflected consumer: Confident and sexy and
passionate young women.
• The potential consumers of the Victoria’s Secret is more
like confident and sexy so that the culture and spirit of
this brand can be illustrated to the people completely, to
some degree the image of brand can be well reflected
through the consumers
Relationship: Having stronger self-esteem, women can
live more confidently by dressing up sexier, women can
get more attention from men and they may feel more loved.

24. • The L brands company group
Victoria's Secret is wholly owned by publicly
traded L Brands Company (limited brands
company) which is an American fashion retailer
based in Columbus, Ohio . L Brands company
consists not only the two famous brands Victoria's
Secret and Bath & Body Works, but also the brands
like Pink ,Henri Bendel and La Senza.

25. L Brands Inc.
Victoria's Secret
founded by Roy
Raymond in
1977
stylish ,glamour,
wants to
embrace sexy &
feminine slde
age 22-30
Bath & Body
Works
body & bath for
women and the
soin of the
body'product
Pink
new and
emerging
line, age group
15-25,college
coeds,young
hip and
fashionable.
products:
lougewear,
sleepwear
intimate
apparel
La Senza
sexy lingerie
Henri Bendel
the bag and
accesoire for
women
The structure of the L Brands company

26. • The structure of the Victoria’s Secret
Victoria’s Secret
Victoria’s Secret
Victoria’s Secret
PINK
Victoriq’s Secret
beauty

27. Positioning of brand:
• Victoria’s Secret: Women aged 18-30 who are attracted
to the brand’s style and prestige, with a desire to look and feel
sexy and fashinable. Men who seeks rewards in their lives with
gifts for their female parteners eg girl friend of wife.
• Pink: Late teen and college-age women who seek the
brand to complement her young,fun and sophisticated
personality. The also frequent social media sites ,like
facebook and twitter

28. • Brand Equity

29. The strategy of brand :
• Brand attached permanently and exclusively a
product: Good quality, prestige of lingerie to make the
women feel sexy, confident ,young and stylish every
occasion,everyday with victoria’s Secret lingerie
• Different product to different target : Victoria’s
secret :women glamour and sexy ,confident and Pink for
young girl :lifestyle ,youth

30. • Expanding into New Products : Victoria’s Secret
launched a new perfume in the beauty section. The
Victoria’s Secret catalogue has grown to include
over 50 pages of clothes and swim
suits, constituting more than half of the catalogue

31. • Extension
• What is a Brand Extension ?
• One of the most important changes in the market is the
prolifération of extensions.
• Managers use extension strategies under the asumption
that brand associations (e.g quality, reliability, status) an
affect (attitudes) will transfer to the extension.
• In most of the product catégories including fats moving
consumer goods, consumer durables and services, lline
extension has been the name of the game. It is an
expansionist move.
• In that case the firm see to seek growth more vigorously.

32. • Victoria’s secret has become famous through her fine
lingerie worn by the most beautiful women in the
world at a considerable cost (from 25$ to 3 millions).
• Therefore the brand chose to target others markets by
extanding their lines of products, which are directly
connected to the same spirit that drove victoria’s
secret to the top « feel sexy, confident and comfy »
• Other than applying a brand extension startegy the
brand has also settles line extension. Thus the
samrtest move is here to group every type of wear
(basic, fashion, Holiday, luxurious)

33. • PANTIES :
(Thongs, cheekies, hip
huggers, bikinis, briefs,
shapewear etc…)

34. • SLEEP :
(Pyjamas, sleepshirts, linge
rie, slips, robes, slippers)
• BEAUTY :
( fragrance, beauty
care, make
up, selftanner, hair
care, skincare)

35. • SWIM : ( Bikinis, one
piece, tankinis, cover ups)
• SPORT : (sport
bras, panties, tops, bottoms, ge
ar)

36. • Clothing : (sweater, pants, dress, denim etc…)

37. • SHOES : (flats, heels, sneakers, sandals)

38. • PINK (brand for the youth, shoes, swim, apparel, accesories bras etc…)

39. • Alliances
• An Alliance or Co-branding is a useful strategy for many
businesses seeking to increase their sales and cash
flow. Many different types of businesses use this
strategy, such as retailers, manufacturers etc. Studies
indicate that co-branding is an effective method of
increasing customer loyalty.
• Victoria’s managed to be as successful in the lingerie
business as well as the clothing line, but the brand is
constanly using Alliances to push their sales especially
for Pink and the clothing line.

40. • Internationalisation :
• Victoria's Secret is now the most popular brand in the world;
• In addition to that accolade, Victoria's Secret has reported
record sales for three years straight, and destroyed their
competitors.
• The lingerie chain's ramped-up marketing efforts are best-
demonstrated by its annual fashion show.
• In 1995, $120,000 on the show. Last year $13 million.
• American tradition, with 9.3 million viewers in 2012
• over 200 countries in print, FB, YouTube, and TV
• Must-watch for young women in the United States.
• ton of marketing (online, print, store deals)
• consistent new product introductions (bras)

41. • VICTORIA’S SECRET DIRECT CATALOGUE
• THE VICTORIA ‘S SECRET FASHION SHOW :

43. Definition:
• CSR (corporate social responsibility) aims to take care of
social, economic and environmental impact, and
consideration of human rights.
• Providing value to society.
• Corporate initiative to assess and take responsibility for
the company's effects on the environment and impact on
social welfare.
• Is a concept that corporations have an obligation to
consider the interests of
customers, employees, shareholders, communities, and
ecological considerations in all aspects of their
operations.

44. CSR: Corporate Social Responsibilty
CSR, also called
corporate
conscience, corporat
e
citizenship, social
performance, or
sustainable
responsible business
Sustainable
development
Culture
responsibility

45. There are two types of corporate social
responsibilities:
• The first one consists of corporations providing
funding/donations and resources for worthwhile social
causes.
• The other type of CSR involves taking out a plan to produce
products or provide services that are in the best interests
of society, in the means of production and services.

46. Importance
• Good and environment-friendly
materials for products
• Company sprit --make women be
more confidence
• Make events to calm social peace
and help people who need to help

47. • Victoria’s Secret parent company Limited
Brands and the Benetton Group have agreed
to eliminate all hazardous chemicals from
their supply chains and products by 2020
after pressure from Greenpeace to sign on to
its Detox campaign.

48. • Victoria’s Secret has always claimed to practice
business ethics and social responsibilities.
• As part of this responsibility they have integrated
the protection and preservation of global resources
into their everyday business practice. Victoria’s
Secret mails over one million catalogs per
day, catalogs that are printed entirely on Forest
Stewardship council certified paper. By using this
paper they show ethical and thoughtful
environmental behavior.
• At the same time they set an example for other
companies to follow their lead.

49. Social Charity
• Sassy raised a cool $1.1 million for both
American and international non-profits
organizations during “Victoria’s Secret Fashion
Show,” which aired last night on CBS. American
Cancer Society, Dance 4 Life, Safe Horizon, and
World of Children are among a few of the many
organizations that will benefit from this
charitable giving of show’s donors.

50. • Deemed one of the most lavish and exciting
fashion events of the year, most viewers
don’t even know about the show’s
charitable history — since 2002 has raised
over $5 million!

51. • The show began with an announcement that
Victoria’s Secret and CBS had each made a
donation to Sandy relief efforts, and also a
thank-you to the National Guard members
based out of the Lexington Ave. Armory, the
site of the show the past few years.

52. • Rihanna opened the
show, performing Diamonds while clad in a sexy
little black dress accented with a pearl choker.
• Justin Beiber, he sang Beauty and the Beat and As
Long as You Love Me while donning a white
vest, white jeans and stylish white high-tops.
• Meanwhile, Bruno Mars wowed the crowd with
Locked Out of Heaven and Young Girls.
• Victoria’s Secret invite these super stars to wear
their clothes to claim people pay attention to
philanthropy.

53. • To engage the audience, on
deeper level, beyond their
product or services.
• Publicizing the brand and
creating a consumer centered
image.
• Building a sense of teamwork
and positive work
environment.
• To go beyond products and
profits definitely provides a
warmer and positive image.

54. Thank you for attention!