katherine gelineau leah tinker hannah woods sarah sinclair georgia nolen n.
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Katherine Gelineau , Leah Tinker, Hannah Woods, Sarah Sinclair, Georgia Nolen. Background. Established by Roy Raymond in the San Francisco area during the 1970s 1982 sold to Limited Brands for $4 million now worth over 1 billion dollars

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background
Background
  • Established by Roy Raymond in the San Francisco area during the 1970s
  • 1982 sold to Limited Brands for $4 million
    • now worth over 1 billion dollars
  • By the early 1990s the largest American lingerie retailer
  • Offers customers choices in clothing, accessories, fragrances, personal care, swimwear, and athletic attire
background1
Background
  • Operating more than 1,000 stores across the U.S.
  • PINK - Founded in 2004 over $1billion in sales in 2010
  • International Expansion
    • Canada, Middle East, United Kingdom, and Caribbeans
  • Business primarily conducted in the Columbus, Ohio area
slide4

Traditional Communication

  • Annual Victoria’s Secret Fashion Show aired on CBS

http://vsallaccess.victoriassecret.com/2011/11/28/2011-victorias-secret-fashionshow-tv-commercial/

  • Markets through nationwide retail stores
  • Distributes Victoria’s Secret Catalogue
  • Buys commercial spots on major networks
  • Organizes and publicizes special events
online communication
Online Communication
  • Facebook-Over 15 million

https://www.facebook.com/victoriassecret

  • Twitter-Over 300,000 Followers

http://twitter.com/#!/victoriasSecret

  • YouTube-2,584,739 Views

http://www.youtube.com/victoriassecret

  • iPhone, iPad, and Android App
need for social media monitoring
Need for Social Media Monitoring
  • Strong presence on social media-Twitter-Facebook-YouTube
  • Younger Audience
  • Blogs
  • Monitor Competition (Playtex)
methodology
Methodology
  • Keywords
    • VS Pink
    • VS Fashion Show
    • VS Angels
    • Lingerie
    • Bras
  • Addict-o-matic, Social Mention, Moniterr
  • Twitter, Blogs, Google Trends
  • Source Credibility
strengths
Strengths
  • Advertising strategy:
    • Catalogues - Over 390 million copies are distributed in the U.S. alone
    • Printed Ads in Magazines & Newspapers
    • T.V. commercials
  • Annual Fashion Show
    • Reaches an audience of over 1 billion people
strengths1
Strengths
  • Store front/interiors
    • consistent with the Victoria’s Secret image
  • The Supermodels or “Angels”
  • Positive shopping experiences with customer service
  • Direct Client Contact Centers
  • Facebook/Twitter
  • Contests
weaknesses
Weaknesses
  • Established target market
    • Not open to growth
  • Response to consumers
    • Need to be more present in the “conversation” online
opportunities
Opportunities
  • Annual Fashion Show-Utilize social media more-Blends in, not separate
threats
Threats
  • Public and the media criticize VS for promoting unattainable thinness with the prestigious “angels”
  • Fashion show provokes numerous complaints about it being indecent or obscene and could get fined by the FCC
  • Selling a provocative image that could offend certain people
recommendations
Recommendations
  • On Twitter and Facebook they should directly respond to their fans/followers on a more regular basis.
  • Redesign VS home page to make the Facebook link more prominent and visible, rather than in the bottom right hand corner.
  • Create a blog dedicated to directly communicating with customers to answer questions, solve issues in store and online, etc.
  • Let customers know about coupon scams that spread through social media and how they can spot fake discounts.
  • Participate in the conversation with influential bloggers who talk about Victoria’s Secret.