Victoria S Secret 2 
Hatice TECİR & Duygu KORKMAZ
Overview
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History
Why it was started
Mission, vision and values
Market competitor analysis
Swot analysis
Target market
Customer analysis
Market segmentation
Brand, Product and Company
Positioning
Growth strategies
Differentiation strategies
Marketing mix strateies
Future expansion
History
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Victoria’s Secret was started in San Francisco in 1977 by a
Stanford Graduate School of Business alumni Roy Raymond
FUN FACT: Roy Raymond always felt uncomfortable when buying underwear for his wife. Inspired by this, he founded the company that is now at the forefront of lingerie retailing worldwide. FUN FACT: The brand was named after the prudish Queen
Victoria. And what was actually her secret? Only she will ever know. • 1st store opened in Stanford Shopping Center and then quickly followed it with a mail order catalog and then 3 other stores The store was sold for $4 million to The Limited in 1982
• In 1990s the company began to gain notoriety when they used supermodels in fashion shows and advertising
• A 1998 survey rated it the nation's ninth-most recognized brand and the company's name has grown to be synonymous with romantic and stylish lingerie.
Why was the brand established?
Market Gap
• There was no place for men to shop for lingerie
• Victoria’s Secret was meant to create a comfortable environment for men
– Wood paneled walls
– Victoria details
– Helpful sales staff
– There were single styles, paired together and mounted on the wall
Mission:
Victoria‘s Secret is committed to being global trendsetter in premium women lingerie providing superior shopping experience to both men and women.
Vision :
To establish Victoria’s Secret as a topretailer of premium women lingerie in Europe. Time horizon: 10 years Market -Competitor Analysis
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Global Underwear Industry The global underwear industry is estimated to be worth over
$30 billion. The market encompasses a range of lingerie and intimate clothing,
Overview
•
•
•
•
•
•
•
•
•
•
•
•
•
History
Why it was started
Mission, vision and values
Market competitor analysis
Swot analysis
Target market
Customer analysis
Market segmentation
Brand, Product and Company
Positioning
Growth strategies
Differentiation strategies
Marketing mix strateies
Future expansion
History
•
Victoria’s Secret was started in San Francisco in 1977 by a
Stanford Graduate School of Business alumni Roy Raymond
FUN FACT: Roy Raymond always felt uncomfortable when buying underwear for his wife. Inspired by this, he founded the company that is now at the forefront of lingerie retailing worldwide. FUN FACT: The brand was named after the prudish Queen
Victoria. And what was actually her secret? Only she will ever know. • 1st store opened in Stanford Shopping Center and then quickly followed it with a mail order catalog and then 3 other stores The store was sold for $4 million to The Limited in 1982
• In 1990s the company began to gain notoriety when they used supermodels in fashion shows and advertising
• A 1998 survey rated it the nation's ninth-most recognized brand and the company's name has grown to be synonymous with romantic and stylish lingerie.
Why was the brand established?
Market Gap
• There was no place for men to shop for lingerie
• Victoria’s Secret was meant to create a comfortable environment for men
– Wood paneled walls
– Victoria details
– Helpful sales staff
– There were single styles, paired together and mounted on the wall
Mission:
Victoria‘s Secret is committed to being global trendsetter in premium women lingerie providing superior shopping experience to both men and women.
Vision :
To establish Victoria’s Secret as a topretailer of premium women lingerie in Europe. Time horizon: 10 years Market -Competitor Analysis
•
•
Global Underwear Industry The global underwear industry is estimated to be worth over
$30 billion. The market encompasses a range of lingerie and intimate clothing,