Issued by Company Date Issues Project Name Task Required The task is to design a new campaign/roadshow for Victoria Secrets. It will be held in some Malls around Malaysia with Victoria Secrets stores. It could be Pavilion, KLCC, 1 Utama, or Mid Valley. It would required the following: • • • • • • • • Print Communication Advertising Brochure Invitation Booth Stage Uniform for the promoters Strategy Ideas Background : : : : Rizki Rahmat Ridha Victoria Secret April 9, 2013 Victoria Secrets Roadshow
Victoria's Secret is the leading specialty retailer of lingerie operating more than 1,000 stores across the U.S. Victoria's Secret has helped, perhaps more than any other brand, attract attention to the lingerie industry. Their advertising campaigns, including the Victoria's Secret Catalog and Victoria's Secret Fashion Show are visually appealing
and controversial. The attention received by Victoria's Secret for their aggressive advertising campaigns has generated priceless word-of-mouth and media bytes to further enhance the Victoria's Secret brand. Victoria's Secret sales in 2003 were a reported $2,822 million across 1,009 stores. Selling square feet were 4,735,000, equivalent to an average sales per square foot of approximately $600, up almost 3% from prior year. Overall, same store sales were up almost 4% from prior year. A Brief History of Victoria's Secret Victoria's Secret was established in San Francisco during the early 1970's by Roy Raymond. The concept was to establish a cozy, inviting atmosphere similar to that of a Victorian boudoirs. Roy's Victoria's Secret, consisting of three stores and a catalog business, was acquired by Limited Brands, among some controversy, in 1982. Many incorrectly believe that Victoria's Secret was of British heritage. An image which some say was perpetuated by its parent company. Today, Victoria's Secret lingerie is the top performer for the conglomerate. Victoria's Secret, under Limited...