Victoria’s Secret - Analysis
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Victoria’s Secret: The Brand and Impact on Society Manjushree Yethirajyam
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Transcript of Victoria’s Secret - Analysis
Victoria’s Secret: The Brand and
Impact on Society
Manjushree Yethirajyam
Stanford Shopping
Centre, Palo Alto, California
June 12, 1977
BEFORE AFTER
Changed focus to selling lingerie for women.
“new colours, patterns and styles that promised sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury”
“unabashedly sexy high fashion photography”
TARGET MARKETS
Victoria Secret Stores Victoria Secret Direct
Victoria Secret Beauty PINK
Persistent Quality Problems
MARKETING STRATEGIES
Body by VictoriaTV CommercialsSuper Bowl Commercial
‘Love My Body’ Debacle
“single-handedly transformed America’s idea of lingerie”
“transforming lingerie from a slightly embarrassing taboo into an accessible, even routine accessory”
Victoria Secret and Its Body Image Problems
Threats
Need to cater to the ‘average’ human!
ChangingTrends
AddressingChange
Created by Manjushree Yethirajyam, VIT Chennai, during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow.
