Victoria's Secret Brand Foundation
Lesley Gallo
Instructor Gregg Chalk
Fundamentals of Marketing
April 4, 2012
Victoria’s Secret Brand Foundation
Brand Vision:
Victoria’s Secret is a subsidiary company of Limited Brands, Inc. The mission statement of Victoria’s Secret is the same as Limited Brands, and other subsidiaries held by Limited Brands.
“Limited Brands is committed to building a family of the world’s best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders” (About.com).
Founded by Roy Raymond in 1977, the vision he executed was for men and women to be able to shop with comfort for lingerie. He had found himself embarrassed while shopping at a typical department store’s lingerie department for his wife. He envisioned men to be able to shop for their wives/significant others, without the embarrassment of other customers, as well as the salespeople, probing uncomfortable glances. He envisioned women “of all shapes and sizes, if not tax brackets, feel that sensuality need not be limited to models and celebrities” (BookRags). Raymond felt that department stores lingerie departments were “tucked away,” and envisioned his store “with an openly luxurious atmosphere that recreated a nineteenth century boudoir” (women’s bedroom/private room) (BookRags).
Brand Definition:
Victoria’s Secret offers an array of different products, as well as brands. Coming out with new and innovative products is what keeps VS customers coming back time and time again. Each different brand has its own personality, and with such a variety they are sure to please practically all of the many different tastes that walk through their doors, open their catalogs, and browse through their Website. VS stores are mainly lingerie, sleepwear, and beauty and skin products, as well as clothing from their PINK line. The reason they keep the stores in such a manner is so they can continue to portray the vision that Roy Raymond had in 1977, for their
Instructor Gregg Chalk
Fundamentals of Marketing
April 4, 2012
Victoria’s Secret Brand Foundation
Brand Vision:
Victoria’s Secret is a subsidiary company of Limited Brands, Inc. The mission statement of Victoria’s Secret is the same as Limited Brands, and other subsidiaries held by Limited Brands.
“Limited Brands is committed to building a family of the world’s best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders” (About.com).
Founded by Roy Raymond in 1977, the vision he executed was for men and women to be able to shop with comfort for lingerie. He had found himself embarrassed while shopping at a typical department store’s lingerie department for his wife. He envisioned men to be able to shop for their wives/significant others, without the embarrassment of other customers, as well as the salespeople, probing uncomfortable glances. He envisioned women “of all shapes and sizes, if not tax brackets, feel that sensuality need not be limited to models and celebrities” (BookRags). Raymond felt that department stores lingerie departments were “tucked away,” and envisioned his store “with an openly luxurious atmosphere that recreated a nineteenth century boudoir” (women’s bedroom/private room) (BookRags).
Brand Definition:
Victoria’s Secret offers an array of different products, as well as brands. Coming out with new and innovative products is what keeps VS customers coming back time and time again. Each different brand has its own personality, and with such a variety they are sure to please practically all of the many different tastes that walk through their doors, open their catalogs, and browse through their Website. VS stores are mainly lingerie, sleepwear, and beauty and skin products, as well as clothing from their PINK line. The reason they keep the stores in such a manner is so they can continue to portray the vision that Roy Raymond had in 1977, for their
Cited: Sources: About.com. "The Limited Mission Statement - Customer Loyalty Through Captivating Experiences." Retail Industry. Web. 4 Apr. 2012. <http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/The-Limited-Mission-Statement.htm>. About.com "Victoria 's Secret Mission Statement - As Captivating As the Merchandise Mix." Retail Industry. Web. 4 Apr. 2012. <http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Victoria-s-Secret-Mission-Statement.htm>. BookRags. “Victoria’s Secret.” bookrags.com. Web. 4 Apr. 2012. <http://www.bookrags.com/history/victorias-secret-sjpc-05/>. Cann, Charmaine. "What Is Victoria 's Secret?" 2009. oocities.org. Web. 4 Apr. 2012. <http://www.oocities.org/msmainey/webposter.html>. Google Finance. "Limited Brands, Inc." google.com. Web. 4 Apr. 2012. <http://www.google.com/finance/related?q=NYSE:LTD>. Limited Brands. limitedbrands.com. Web. 4 Apr. 2012. <http://www.limitedbrands.com/our_brands/victorias_secret/about.aspx>.