Victoria's Secret
Group Consumer Analysis: Victoria’s Secret | MKTG 425-101 | Michelle Fox, Tyler Gullivan, Shannon Johnston, Sara Seeger, Colin Watts |
Executive Summary
Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. The next logical step is for Victoria’s Secret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’s Secret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’s Secret new baby clothing line is the next logical step in the Victoria’s Secret expansion plan in order to generate more revenue, and capture a different target market. By capturing a different target segment with the baby clothing line, the hope is that these customers will become loyal Victoria’s Secret customers in future years.
Table of Contents
Executive Summary…………………………………….……..……….…………………… 2
Overview & Current Target Segment……………………..……...……..………………….. 4
New Target Segment………………………………………………….…………………….. 6
Focus Group………………………………………………………………………………… 8
Analysis of Chosen Market………………………………….……………………………… 9
Proposed Products……………………………………………....………………………….. 13
Recommendations………………………………………………………………………….. 14
Appendices…………………………………………………………………………………. 18
Overview & Current Target Segment
Victoria Secret is an American retailer
Executive Summary
Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. The next logical step is for Victoria’s Secret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’s Secret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’s Secret new baby clothing line is the next logical step in the Victoria’s Secret expansion plan in order to generate more revenue, and capture a different target market. By capturing a different target segment with the baby clothing line, the hope is that these customers will become loyal Victoria’s Secret customers in future years.
Table of Contents
Executive Summary…………………………………….……..……….…………………… 2
Overview & Current Target Segment……………………..……...……..………………….. 4
New Target Segment………………………………………………….…………………….. 6
Focus Group………………………………………………………………………………… 8
Analysis of Chosen Market………………………………….……………………………… 9
Proposed Products……………………………………………....………………………….. 13
Recommendations………………………………………………………………………….. 14
Appendices…………………………………………………………………………………. 18
Overview & Current Target Segment
Victoria Secret is an American retailer
References: FragranceX. (2011). FragranceX. History and Background of Victoria’s Secret. Retrieved by http://www.fragrancex.com/products/_bid_Victoria--Secret-am-cid_perfume-am- lid_V__brand_history.html. Kenney, Tim. (2011). EZArticles. Consumer Buying Decision-Making Process. Retrieved by http://ezinearticles.com/?The-Consumer-Purchase-Decision-Making- Process&id=508342. Morris, Barry. (2006 June 13). The Spotlight Blog. Victoria’s Secret Plays Marketing Ball. Retrieved from http://barrymorris.blogspot.com/2006/06/victorias-secret-plays- marketing-ball.html.