VICTORIA’S SECRETBy: Jennifer Baker, Michael Schuler, Ruksana Latif, and Elizabeth Cook

In the Beginning• Victoria’s Secret started as and idea

of Roy Raymond and came to life in 1977

• The first store opened in San Francisco, California at the Stanford Shopping Center

• Five years later Raymond sold the company to The Limited Brand

The Limited Brand

• Was Established as The Limited by Leslie Wexner in 1963

• Opened the first store in Kingsdale Mall in Columbus, OH

Other Limited Brand Stores

• Bath & Body Works

• Express• White Barn

Candles• La Senza• Henri Bendel

Odds & EndsSIC:

NAISC :

5612: Women’s Clothing Store

448120: Women’s Clothing Store

CEO: Lori Greeley

Stock: (Symbol) LTD Public $15.74

Contact Information

Mailing:

Victoria’s Secret 4 Limited Pkwy. EastReynoldsburg, OH 43068 United States

614-577-7000 (Headquarters)1-800-411-5116 (Customer Service)

www.victoriassecret.com

Phone:

Web:

Wanted By Victoria

• Women– Younger – Stylish– wants to embrace sexy & feminine side • 18 to 22 & 22 to 30’s

The Competition

• Fruit of the Loom• Hanes Brands• Fredrick’s of Hollywood• American Eagle• Wal-Mart

Location, Location, Location

• Specialty store • Their reach

consists of brick & mortar, catalog, direct mail, and online shopping

• Vertically integrated

Morning Noon & Night

• Victoria’s Merchandise:– Clothes (I&C)

• Ready-to-Wear

– Shoes (I&C)– Handbags (I&C)– Sleepwear

• Bride-to-Be & Newlywed

– Bras– Panties– Swim Suits (I&C)

Products

• Victoria’s Secret has a number of lines that are sold within their store:– Bio-fit– Pink– Angel Bra– Very Sexy– Body by Victoria

Price Points

• Clothes– Dress / Suits $19-

$125– Blouses /Sweaters

$19-$188– Shorts & Pants $13-

198– Active Wear $17-$65

• Shoes $45-$398

• Handbags $32-$275• Bras $38-$56• Panties $9-$30• Swimsuits $29-$48• Sleepwear $9-$48– Bridal $20-$58

Pretty in PINK

• The PINK collection is geared towards a younger audience– Active Wear– Sleepwear– Bras and Panties– Bedding– Dorm Attire– Slippers and Flip

Flops

Beauty Product

• Cosmetics– Beauty Rush– Very Sexy

• Fragrances– Secret Garden– Dream Angels– Very Sexy

• Hair Products– So Sexy– Fekkai

Victoria’s Service

• Greeting• Uniform/ Attire• Customer Service• Commitment– Angel Card

• Management

Victoria’s Secret Fashion Show

• Is an event that the company holds annually

• Live performances– Spice Girls– Seal– Justin Timberlake

Victoria’s Angels

• Through Victoria’s Secret many models have hit super stardom and become spokeswomen for the company– Heidi Klum– Tyra Banks– Gisele Bundchen– Adriana Lima– Selita Ebanks– Izabel Goulart

Visualization

• Use atmosphere to create sales• Lighting• Windows Displays• Fixtures• Tables and Gondolas• Mannequins

Communication Skills

Victoria Secret communicates through:–Mail Order catalogs– Brick and Mortar– The Victoria’s Secret website– It’s own Facebook group– Angel Cards

Social Responsibility

• People and Planet before profit• Sweat Shop located in Jordon– works are allowed 3.3 minutes to sew a

bikini• Retail cost $14 / they earn 4 cents

• Community vs. Profit

The Good-Bye

• Fashion Show–Miami Beach– featured Usher– Back stage scenes

http://www.youtube.com/watch?v=fwEMjAOf5js

Works Cited• CBS. (2008). Victoria’s secret fashion show 2005. Retrieved July 24,

2008, from http://www.cbs.com/specials/victorias_secret_2005/models

• Wikipedia. (2008). Victoria’s secret. Retrieved July 8, 2008, from http://en.wikipedia.org/wiki/Victoria_Secret

• Wikipedia. (2008). Limited brand. Retrieved July 16, 2008, from http://en.wikipedia.org/wiki/Limited_Brands

• Wikipedia. (2008). Pink (victoria’s secret). Retrieved July 8, 2008, from http://en.wikipedia.org/wiki/Pink_%28Victoria%27s_Secret%29

• Hoovers. (2008). Victoria’s secret. Retrieved July 8, 2008, from http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=rfccjyfxkttxrkk

• Victoria's secret- semi annual sale (Vol. 1). (2008). Columbus , OH: Victoria's secret.

• Stores magazine. (2008). Favorite 50 online retailers. Retrieved July 7, 2008. from http://www.stores.org/pdf/07FAV50chart.pdf

• Stores magazine. (2008). Top 100 Retailers. Retrieved July 7, 2008. from http://www.stores.org/pdf/08TOP100Chart.pdf