Victoria’s Secret “Limited Brands is committed to building a family of the worlds best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders” Brooke Malama Ocean Trail Yifu Ma

Background Founded in 1977 by Roy Raymond, who wanted to create a retail concept that was comfortable for the male consumer Held by L Brands Inc. (NYSE: $56.61) 59% of revenue is generated by VS Specializes in lingerie, womenswear, and beauty products Around 1019 stores (US)

VS Target Market Sexy and confident women Middle class woman, age 20 to 40. Shifted target from men buying lingerie for a spouse to a focus on women

PINK Target Market Gateway to Victoria’s Secret line — Good Strategy to foster brand loyalty Young and confident college girls — Bright product color Trend: High school girls and teens

Store Layout Consistent with brand image Pink lighting fixtures and magenta armoires Separate rooms for each brand Displays of mannequins dressed in lingerie Portraits of VS Angels Dressing rooms with large mirrors and couches Sales associates assist customers by finding appropriate sizes

Marketing Strategy Multi-channel retailing - Social media - Email marketing - Mobile marketing - Victorias Secret Fashion Show - Promotional Offers - Semi annual sale - VS all access - Coupons - Online deals - Reward cards

SWOT Analysis Strengths Weaknesses - Strong company brand presence with over 1000 company stores across the globe. - Utilizing all their social media platforms (Facebook, Twitter, YouTube, Pinterest, Instagram) - The company’s sub-brand Pink targeting late teen and college age teens has been a great success. - The company’s active online marketing wherein they have active blogs, catalogues to create awareness about their product lines. - The brand uses organic and fair trade raw materials for it’s clothing lines. Weaknesses - Several competitors means customers have a lot of choices and brand switching is high - Fake products with the same name affect sales as well as brand image

SWOT Analysis Threats - Due to limited resources the company can face serious issues in lieu of an economic downturn - The highly fragmented fashion industry would mean less brand loyalty . - Competition among other brands Opportunities - The brand can extend its portfolio by foraying into different lines to expand its offering. - The brand can focus on markets like Asia where it has limited reach. - The brand could create online digital dressing rooms to create a greater appeal for their products.

References http://finance.yahoo.com/news/l-brands-present-icr-xchange- 160000014.html http://editd.com/blog/2013/04/the-booming-lingerie-market/ http://www.pamperedpassions.com/victorias-secret-brief-history http://investing.businessweek.com/research/stocks/private/snapshot. asp?privcapId=4175421