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Victoria’s Secret

Victoria’s Secret. David Burroughs Mari-Beth Ortega Daniel Paul. Overview. History Why it was started Target market Product lines Customer service Store layout Locations Competitors Future expansion. History.

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Victoria’s Secret

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  1. Victoria’s Secret David Burroughs Mari-Beth Ortega Daniel Paul

  2. Overview • History • Why it was started • Target market • Product lines • Customer service • Store layout • Locations • Competitors • Future expansion

  3. History • Victoria’s Secret was started in San Francisco in 1977 by a Stanford Graduate School of Business alumni Roy Raymond • Started because Roy felt embarrassed trying to purchase lingerie for his wife in very public and awkward department store environment, he wanted to provide a better environment • 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.

  4. 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 Why it was started?

  5. Target Market • 18-34 year old women • Cater to a thinner women • Offer men’s fragrance

  6. Product lines • Bras • Panties • Sleepwear • Clothing • Shoes • Swim Wear • Beauty

  7. Customer Service • Offer free sizing • Sales associates are known to be “snotty” • Fail to offer help to women of all sizes • Have bad return policies

  8. Locations • About 1000 locations within the US, mostly mall based • 100 stand-alone Victoria's Secret Beauty Stores • They mail more than 400 million catalogues per year

  9. Competitors • Playtex • Hanes brands • Nordstrom • Fredrick’s of Hollywood

  10. Future Expansion • 100% Expansion plan in 5 years with a base of $5 billion • Focus not only on new lingerie designs but many accessories as well- makeup, swimwear, perfume, and pajamas • Overall square footage increase of 10% next year with 50% increase in 140 stores • Limited’s Stock Price is up 34% in 2006, more than double that of the S&P 500

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