Conducted intensive consumer research on Victoria's Secret's brand, including retail observation & customer interviews. Created brand personas & developed

1. IT’S ABOUT TO GET
Personal

2. Designing for Happiness
Spring 2013
TaraViswanathan
Undressing the Brand Personas

3. v
v
1. Brand Overview
2. Key CustomerTouchpoints
3. In Store Experience
4. Target Customer & Brand Personas
5. Persona 1:Almost A’s
6. Persona 2: Consistent-C’s
7. Persona 3: Double Divas
8. Persona 4: Support Sisters
9. Potential Happiness Holes
10. The Real Secret to Brand Loyalty
11. Summary
Where We’re Heading

4. Designing for Happiness
Spring 2013
TaraViswanathan
“One of the most POWERFUL,
sexy
and
glamorous
stores in the world.”
- Limited Brands Corporate Website
Brand Overview: Making Sexy Acceptable
Founded in 1977 in Palo Alto, CA
It is the largest American Lingerie Retailer
Currently Franchises 1,019 Stores in the U.S.
The brand Employees many of the World’s Highest Paid Models
VS Brand is currently worth $3.5 Billion
The Brand is Operated Under Limited Brands

5. 1
6
Key Customer
Touchpoints
2
3
4
5
6
Physical Stores
Social Media
Angel Reward
Program
VS Fashion Show
VS Website
Ad Campaigns

6. Victoria’s Secret In Store Experience
Victoria’s Secret
Traditional Department Store
Glamorous
Easy to Find What
you Want
Knowledgeable &
Helpful Staff
Unorganized
Unspecialized Sales
People
Colorful & Fun
Drawn In
Hidden
Plain

7. Who is theVictoria’s Secret Customer?
SHE IS…
The Independent American Woman.
Defined by Culture rather than Color.
Growing, Maturing, and Evolving with the Brand.
Middle or Upper Socioeconomic Class.
Confident, Bold, and Active.
A Customer for Life.
16
20
22
35
50
60+
13
1
Almost A’s
3
Double Divas
2
Consistent-C’s
4
Support Sisters
Customer Age
1 Brand
1 Evolving Customer
4Targeted Personas

8. Almost A’s: Reel ‘em in While they’reYoung
AGE: 15 to 22
SELLING POINT: fun colors & patterns, brand recognition, outward
visibility,“innocent sexiness”, segue into intimate apparel
COLLECTIONS: PINK,VSX
TOUCHPOINTS: Store, Social Media (Facebook, Instagram,Twitter),
VS Fashion Show
Key Characteristics of Almost A’s:
• Shopping is an experience with friends/group activity
• Starting intimates collection
• Developing personal style
• Still purchase for “brand recognition”
• Like visible brand logo/label & fashion trends

9. Kristen, 22
Investment Banker
Consistent-C’s: Keep ‘em Coming Back
My Go-To Comfortable
Undergarments. #10
Consistently Good Quality!
#9
Kallie, 23
Graduate Student
Yasmina, 35
Tech Support Officer
15 years, and I haven’t been
let down! #9
AGE: 20 to 35
SELLING POINT: high quality products, consistency in sizing and
quality, reliability in maintaining classic styles & collections
COLLECTIONS: Very Sexy,VSX, Body byVictoria, Swim
TOUCHPOINTS: Angel Reward Program,Website, E-Mail
Promotions, Physical Store
Key Characteristics of Consistent-C’s:
• Intelligent, self-sufficient, driven, career-
focused young woman
• Utilize and enjoy convenience of
online shopping, site to store pick-up,
and in-store web returns
• Less price sensitive
• Like knowing they will “find what they
need” in one place
• Almost exclusively purchase fromVS

10. Double Divas: Let ‘emTreatThemselves
AGE: 20 to 35
SELLING POINT: theVS glamorous
experience, shopping bags, fitting rooms,
service, sexy atmosphere, feminine/pretty
products
COLLECTIONS: Beauty, Dream Angles,
Bombshell, Showstopper, Incredible,
Fabulous, Sleep, Clothing
TOUCHPOINTS: Physical Store,Angel
Reward Program,Ad Campaigns, Social
Media,VS Fashion Show

11. Double Divas: Let ‘emTreatThemselves
Victoria’s Secret makes me
feel special. #10
Marissa, 23
Branding,AMEX
I feel confident and womanly
when I wearVS. #8
Danielle, 22
Graduate Student
I know no one’s going to see,
but wearing bright panties on a
rainy day makes me happy.
Natalie, 21
Undergraduate
Key Characteristics of Double Divas:
• Feel excitement when purchasing
VS products
• Feel confident when using
products
• Enjoy the small touches
• Purchase a wide assortment of
products
• Eager for new product launches
• Consider it a very personal treat &
individual satisfaction
• Regularly browse store

12. Support Sisters: BeThere For ‘emTill the End
AGE: 35 to 50
SELLING POINT: Customer
Service, More “Mature” styles
and colors, Consistent Brand
Quality & Sizes,Accessibility, Bra
Fittings & Sales Clerk Expertise
COLLECTIONS: Body byVictoria,
Cotton Lingerie, Sleepwear,
Clothing
TOUCHPOINTS: Physical Store,
Website, E-Mail,Angel Reward
Program
Comfort.
Service.
Quality.
Convenience.

13. Support Sisters: BeThere For ‘emTill the End
Key Characteristics of Double Divas:
• Busy mothers and/or career women
• Need comfort & quality, but lack the time to search for
new products
• Usually have had long relationship withVS
• Shop with husbands and children & feel comfortable
bringing family to store
• Still desire a flattering
shape and figure, but
moved on to nudes/
plain undergarments
• Visit store only out of
necessity
• Rely on sales clerks to
give recommendations
No Questions Asked Return Policy Makes
My Hectic Life that Much Simpler. #9
Usha, 55
Mom & Entrepreneur
My Body & Lingerie Needs are Changing,
but my faith inVS’s cust. service is not!
Lisa, 47
Mom & Accountant

14. Potential Happiness Holes
Victoria’s Secret has gotten
more “cheapy”. I don’t really
want to walk around with
words on my butt anymore.
Natalie, 21
College Student
SometimesVS looks great on the
models, but then it just looks
trashy on normal people.
Anastasia, 22
Consultant
I associateVS with my
“middle school self”. I want
something more respectable
now.
MORE MATURE BRAND
HIGH END SPECIALTY BRAND

15. 16
20
22
35
50
60+
13
1
Almost A’s
3
Double Divas
2
Consistent-C’s
4
Support Sisters
Customer Age
to Extraordinarily High Brand Loyalty
(Real)
^
Victoria’s Secret delights the same customer throughout her lifetime using multiple
product lines ancillary services that cater to her evolving happiness points.
Shifting Happiness
Excitement Fun
Peacefulness

16. 60+
13
1
Almost A’s
3
Double Divas
2
Consistent-C’s
4
Support Sisters
Customer Age
to Extraordinarily High Brand Loyalty
(Real)
^
Shifting Happiness
Excitement Fun
Peacefulness
MIDDLE SCHOOL
COLOR
VALUE
TREAT
FUN
CONSISTENCY
RELIABILITY
QUALITY
MOM
BRIGHT
GIFT
SIMPLE
NUDES
ONLINE
STORE SETUP
STORE LAYOUT
CUSTOMER SERVICE
CONFIDENCE
FITS WELL
BEAUTY
LACE
PATTERN
SPECIAL
FASHION
COMFORT

17. 1
Almost A’s
3
Double Divas
2
Consistent-C’s
4
Support Sisters
to Extraordinarily High Brand Loyalty
(Real)
^
Enticed by the thrill of
purchasing “intimates”,
wants to be a part of the
fashion trends.
Self-discovery transition
phase, shifting happiness.
Needs both excitement
balance/fulfillment.
Feels secure satisfied
with the brand. Drawn in
by comfort and safety.
“VS will take care of you.”
I don’t see myself
outgrowing the brand.
VS Made it OK for me to wear
pretty panties feel great.
I’ve started buying more plain
bras because of work…but it
still makes me happy to open
my drawer and see some color!

18. SUMMARY
Target Personas
1. Almost A’s
2. Consistent-C’s
3. Double Divas
4. Support Sisters
TheVictoria’s Secret Customer Is
The Independent American Woman.
Defined by Culture rather than Color.
Growing, Maturing, and Evolving with the Brand.
Middle or Upper Socioeconomic Class.
Confident, Bold, and Active.
A Customer for Life.
Victoria’s Secret delights the same customer throughout her lifetime using multiple
product lines ancillary services that cater to her evolving happiness points.