2. +
Markets bras and underwear more appealing to the younger
generation
Easy access to products with over 1,000 stores
Well designed catalogs and website for at home purchases
Expanded the company to include swimwear and clothing line
Offers products that most women feel are necessities
Strengths
3. +
Weakness
Many other brands for people to
choose from
Controversy over brand message
and image, especially in regard to
their PINK brand targeting young
children
High prices compared to some of
there competitors
Victoria's Secret:
7 for 26.00 (3.71 per pair)
Hanes:
6 for 12.50 (2.08 per pair)
4. +
Opportunities
Can easily create new lines to appeal to different types of clients
New markets to expand into especially in foreign countries
Fashion market creates demand for new products to keep up with
the latest trends
5. +
Threats
Competitors such as Gap, Fruit of
the Loom, and Hanes
Sales can be affected by weather,
during cold months the company
reports decreases sales of items
especially swimwear
High prices can drive down sales
during periods of economic
hardships
7. +
Objective
Create a Holiday Line
specially targeting the
Christmas season
The goal of the line is that
it become the top selling
bra and underwear
collection of the 2013
holiday season
Attempt to sell 1,000,000
items from the collection by
2014
8. +
Marketing Analysis
Victoria’s secret tends to have decrease
sales after controversies like the “Bright
Young Things” collection
controls about a quarter of the United
States lingerie market
89% of their profits where made in the
North America
9. +
Internal Situation
Parent company is Limited Brands
Other companies owned by Limited Brands include Bath and Body Works, La
Senza, and Henri Bendel
Limited Brands recorded sales of 12.5 million dollars in 2012 and employs 99,00
associates
Victoria's Secret was founded in 1977 by Roy Raymond and was purchased by
Limited Brands in 1982
Once sold to Limited Brands CEO Leslie Wexler change the target group from
men to women
10. +
External Situation
With the holidays approaching
people will be more likely to
purchase expensive items as
gifts
People spend more during the
holiday season so it is a good
time to release a new product
Victoria’s Secret is a name
brand store
Easily marketed through the
upcoming fashion show
11. +
Marketing Strategy
Continue with supermodel endorsements
Include Christmas themed bras in the fashion show to gain
exposure for the line
Price them high (over 50) and then offer coupons and sales
Incorporate the idea of giving and receiving to encourage
people to buy or ask for product as gift
