2. BackgroundBackground
• 1970-San Francisco by Roy Raymond1970-San Francisco by Roy Raymond
• 1982-Became part of Limited Brand1982-Became part of Limited Brand
– Grew from 3 stores to over 1000 storesGrew from 3 stores to over 1000 stores
• Campaign started for Valentine’s DayCampaign started for Valentine’s Day
in 1999in 1999
• Initial campaign increased salesInitial campaign increased sales
– 2000: 956 million2000: 956 million
– 2001: 962.4 million2001: 962.4 million
– 2004: 995 million2004: 995 million
• Currently over 400 million catalogue circulationCurrently over 400 million catalogue circulation
3. PositioningPositioning
• CompetitorsCompetitors: Frederick’s: Frederick’s
of Hollywood, Trashyof Hollywood, Trashy
Lingerie (more erotic) andLingerie (more erotic) and
La Senza (lessLa Senza (less
expensive), Hennes &expensive), Hennes &
Mauritz (usingMauritz (using
supermodels)supermodels)
• Victoria’s SecretVictoria’s Secret is known asis known as
THE BESTTHE BEST BUT… GapBUT… Gap
and Abercrombie & Fitchand Abercrombie & Fitch
could be a possible threatcould be a possible threat
in the long-termin the long-term
4. Target MarketTarget Market
• ““She’s not a person or an embodiment, butShe’s not a person or an embodiment, but
an aspirational client envisioned for thean aspirational client envisioned for the
brand…She’s in her late 20s, has lived inbrand…She’s in her late 20s, has lived in
Europe, has a job, and is very fashionable.Europe, has a job, and is very fashionable.
She’s a woman, not a girl, and is somewhatShe’s a woman, not a girl, and is somewhat
worldly and interested in traveling” Wendyworldly and interested in traveling” Wendy
Burden, VP OperationsBurden, VP Operations
• 18 to 34 year old women (Appeal also to18 to 34 year old women (Appeal also to
men’s fantasies)men’s fantasies)
5. Objectives of CampaignObjectives of Campaign
• IncreaseIncrease marketmarket
shareshare
• BuildBuild brandbrand
awarenessawareness
• BuildBuild brand equitybrand equity forfor
current customerscurrent customers
6. Customers’ and Competitors’ ViewCustomers’ and Competitors’ View
Customers:Customers:
• Attitudes: like feelingAttitudes: like feeling
sexy, romantic, beautifulsexy, romantic, beautiful
• Preferences: classier,Preferences: classier,
more puremore pure
• Intentions: To satisfyIntentions: To satisfy
inner desiresinner desires
• Behavior: To be fulfilledBehavior: To be fulfilled
by buying productby buying product
Competitors:Competitors:
• Hard to penetrate marketHard to penetrate market
• Trying a more risquéTrying a more risqué
approach to differentiate,approach to differentiate,
drawing attention (Schooldrawing attention (School
Girls)Girls)
7. Model of Information ProcessingModel of Information Processing
• ExposureExposure: TV ads, catalogue, online fashion: TV ads, catalogue, online fashion
show, television fashion show (all have one clearshow, television fashion show (all have one clear
message)message)
• AttentionAttention: use emotional appeal to: use emotional appeal to
persuade/communicate message(Using thepersuade/communicate message(Using the
product on supermodel)product on supermodel)
• ComprehensionComprehension: Simplistic, picturesque: Simplistic, picturesque
• YieldingYielding: credible source: credible source
• RetentionRetention: Appeal is Unique, SEX SELLS,: Appeal is Unique, SEX SELLS,
Known models usedKnown models used
• BehaviorBehavior: Linked to self-image: AIDA, go out: Linked to self-image: AIDA, go out
and buy, to feel “like an angel”and buy, to feel “like an angel”
8. Fashion ShowFashion Show
• http://www.cbs.com/specials/victorias_secrhttp://www.cbs.com/specials/victorias_secr
et/video.shtmlet/video.shtml
9. FCB GRIDFCB GRID
• Victoria’s SecretVictoria’s Secret is a high involvement, high feel productis a high involvement, high feel product
(Experiential Hierarchy)(Experiential Hierarchy)
• Deals with emotional appeals linked to self-imageDeals with emotional appeals linked to self-image
• Campaign did an excellent job in appealing to thoseCampaign did an excellent job in appealing to those
looking to improve their self-imagelooking to improve their self-image
• Made customers feel like they can be sexy if they wearMade customers feel like they can be sexy if they wear
thethe AngelsAngels line.line.
10. StrengthsStrengths
• Website had highestWebsite had highest
ratings in history (1.5ratings in history (1.5
million viewers)million viewers)
• ““Naughty but nice” wasNaughty but nice” was
unique, eye-catchingunique, eye-catching
• Brand name recognitionBrand name recognition
• Using supermodels asUsing supermodels as
demonstratorsdemonstrators
• Use of a fashion showUse of a fashion show
• House of StyleHouse of Style
appearanceappearance
• Hedonic appealHedonic appeal
• Heavy product use inHeavy product use in
advertisingadvertising
• Catalogue promotedCatalogue promoted
campaign and productcampaign and product
• Used sales promotionUsed sales promotion
tactics (coupons, etc.) totactics (coupons, etc.) to
attract customers to retailattract customers to retail
storestore
• Used vibrant colorsUsed vibrant colors
(product) and cloud(product) and cloud
scenes in advertisementscenes in advertisement
• Financial backingFinancial backing
• Clear, concise messageClear, concise message
11. WeaknessesWeaknesses
• Overly sexual contentOverly sexual content
(consumer could form negative(consumer could form negative
attitude)attitude)
• Online crashOnline crash
• Promoting exclusively withPromoting exclusively with
Victoria’s Secret catalogueVictoria’s Secret catalogue
• Recent Trend- ConsumersRecent Trend- Consumers
spending less on impulsespending less on impulse
itemsitems
• FIXFIX-Find better time slots for-Find better time slots for
commercials and use differentcommercials and use different
clothing (use of slips)clothing (use of slips)
• FIXFIX-They did-paying closer-They did-paying closer
attention to forecastingattention to forecasting
demanddemand
• FIXFIX- Advertise through other- Advertise through other
print such as Cosmopolitanprint such as Cosmopolitan
and Peopleand People
• FIXFIX-Promote user friendliness-Promote user friendliness
of product (Comfort, ex., Bodyof product (Comfort, ex., Body
by Victoria)by Victoria)
12. Future Creative ApproachesFuture Creative Approaches
• Pay-per-view for the fashion show (FCCPay-per-view for the fashion show (FCC
demands)demands)
• Mini-movie- “Good versus Evil” (put asMini-movie- “Good versus Evil” (put as
trailer in movie theater)trailer in movie theater)
• ““Angel Search” for next angel to be usedAngel Search” for next angel to be used
in campaign (local level, involving stores)in campaign (local level, involving stores)
– Victoria’s Secret stores-broadcast finals onVictoria’s Secret stores-broadcast finals on
national television (play by play)national television (play by play)
13. More Future OpportunitiesMore Future Opportunities
• Christmas Holiday Charity Event—toys forChristmas Holiday Charity Event—toys for
totstots
• Auction off once-worn-by-Angel lingerie andAuction off once-worn-by-Angel lingerie and
wings for charitywings for charity
14. Thank youThank you. We hope you have. We hope you have
enjoyed our presentation!enjoyed our presentation!
More info (and photos):More info (and photos):
http://bit.do/dfTZS
