Victoria’s Secret by Bayasgalan, Enkhbold, Weflen, & Young

Agenda History Competitors Channels Sales Strategy SWOT Industry Analysis Recommendations

Selling an Image

History 1977: Founded by Roy Raymond 1982: Acquired by The Limited, Inc. – Leslie Wexner, The Limited, Inc. CEO, responsible for developing and growing the catalog side of the sale – Wexner responsible for success of the management and marketing 1995: Incorporated Victoria’s Secret Angels 2007: Started the brand

VS Angels

Competition Frederick’s of Hollywood (1946) Maidenform (1922) La Senza (1982) Retailers like JC Penney, Kohl, Target might take over product placement in stores

Channels Pink Around 3,200 Victoria’s Secret Stores Catalogs

Sales Strategy “sexy, glamorous, and innovated” Strong brand image Sexy and tasteful unlike Frederick’s Staying up-to-date with current trends Focus on younger generation

SWOT Analysis Strengths – Large customer base – Strong brand image – “Sex sells” Weaknesses – Exclusive focus on certain segments Opportunities – Start a men’s brand – Develop a professional work environment product line Threats – Economic downturn – Competitors offering lingerie product lines

Industry Analysis Victoria’s Secret – $9.04 billion Maidenform - $413 million Frederick’s - $ million La Senza – 189 million

We Recommend Short-term: – Develop an online workshop – Research and development (inventory turnover) – Realistic representation in the VS Stores Long-term – Expand for professional dress – Research and development for electronic cataloging – Create a division to include men in the target market

Recap Leader in the women’s apparel market Strong brand image “Sex sells,” but within the limit Stay innovative in product design