Ch.4 Marketing Environment

  Victoria's Secret markets is directed specifically to women. Its diversity of products is designed to satisfy the desires of women of all ages from ten-years-old girls to sixty-years-old women. Victoria's Secret products aren't pricey, so every woman, even men who want to give an attractive gift are able to afford it. The environmental management is very active and important in this particular company. This is what this company it's all about, creating new designs and products for the consumers to buy. Every season Victoria's Secret brings a new design as underwear, make up and perfumes. We can also consider this strategy as a component lifestyle because they practice diverse of goods and services that interest the needs of their consumers, instead of practicing a single product.

There are many Victoria Secret's stores  around New York City.Especially the most biggest one are in 34St New york downtown.  In a place where million of New Yorkers transit daily.So, it will be very good place to do their marketing . 

Ch. 3 - Ethics & Social Responsibility

Victoria’s Secret not only provides clothes for women to feel sexy in, they practice business ethics and social responsibility. Just look at the back of their catalogs:

As a value-led organization, Victoria’s Secret is integrating the protection and preservation of  global resources into our everyday business practices.  It’s part of doing what is right, and  means we’re committed to sustainable, responsible and thoughtful environmental behavior.
We are proud to deliver the Victoria’s Secret catalog printed entirely on Forest Stewardship  Council certified paper.  As an environmental leader in the catalog industry, we are pleased to  be one of the first to make such a move.  The FSC logo allows consumers to recognize  companies that support the growth of responsible forest management worldwide.

Ch. 2 - Strategic Planning for Competitive Advantage

 

Current Marketing Situation Victoria’s Secret, the largest subsidiary of Limited Brands, Inc. and #1retailer of women’s intimate apparel, is based out of Columbus Ohio and hasmore than 1,000 stores throughout the United States and Canada. Victoria’sSecret, creator of the Miracle Bra (1994), is known for its quality bras,underwear, and lingerie. However, they have extended their brand into hosiery,fragrance, apparel, and beauty products, such as lotion, makeup, and hairproducts. Victoria’s Secret is known for their many bra and underwear fits andstyles. Their products are available in appealing colors and patterns. TheVictoria’s Secret Pink line also contains less expensive bras, underwear, andapparel aimed at a younger college-aged audience.

 Each year over three-hundred ninety million copies of the Victoria's Secret Catalog are distributed in the United States alone. Victoria's Secret catalogs are by far thee most  prolific than many news magazines.
What the company of Victoria's Secret doesn't spend on internet and television ads, fashion shows, or its catalog is put into newspaper and magazine ads. Due to the lifestyle of a high population in the United Sates alone leaves people with the comfort to read it in the New York times, newspaper, including Cosmopolitan, In style, Glamour, Allure, and last but not least Maxim. 

 Victoria's Secret sells merchandise throughout several channels which are retail stores, catalogs and the internet just with this 360 degree approach reinforces the company's brand and expands sales opportunities, helping customers to buy what they need and want at anytime and anywhere. 

As we already know that (The Limited) has bought Victoria's Secret. With Bill Lepler being The Limited's vice president he affirms " The customers buying Victoria's Secret products through multiple channels spend three to five times more than customers who buy only through one channel".


With the reputation Victoria's Secret has gained throughout all the years in business the Victoria's Secret products represents fun, romance, fantasy, desire, and love all in one.

Chapter 1: Victoria's Secret Mission Statement.

   The mission statement for the Victoria's Secret retail chain is the same as its parent company, Limited Brands, and as "captivating" as the merchandise mix in the Victoria's Secret stores and catalog. The Limited mission statement is... "Limited Brands is committed to building a family of the world's best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders."

The first history of Victoria secret .

   Victoria's Secret was founded by Tufts University and Stanford Graduate School of Business alumnus Roy Raymond, and his wife Gaye, in San Francisco, California in 1977.

   Victoria's Secret grossed $500,000 its first year of business at the Stanford Shopping Center, enough to finance to expand the company from a headquarters and warehouse with four new store locations.

   Raymond's philosophy of focusing on selling lingerie to male customers was becoming increasingly unprofitable; Victoria's Secret was heading for bankruptcy.

  Raymond sold Victoria's Secret Inc., which was grossing $6 million annually with its six stores and 42-page catalogue, to Leslie Wexner, creator of Limited Stores Inc of Columbus, Ohio, for $4 million, a figure later disclosed;at the time the deal was made, the New York Times reported that the sale price was not disclosed.

  In 1983 Leslie Wexner revamped Victoria's Secret. He discarded the money-losing model of selling lingerie to male customers and replaced it with one that focused on, specifically, females. Victoria's Secret transformed from "more burlesque than Main Street" to a mainstay that sold broadly accepted underwear.

  In five years of the purchase The Limited had transformed a three store boutique into a 346 store retailer.

In 1985 Howard Gross is promoted to president from vice president.

  ^{By 2000 slower sales growth from Victoria's Secret Direct, the catalog division, relative to other divisions led to a management change at the catalog division. Specifically in May 2000 Wexner installed Sharen Jester Turney, previously of Neiman Marcus Direct, as the new chief executive of Victoria's Secret Direct to turn around lagging sales at the catalog.}

By 2006 Victoria's Secret's 1,000 stores across the United States accounted for one third of all purchases in the intimate apparel industry.

In May 2006 Wexner turned to Sharon Jester Turney who had led the Victoria's Secret catalog and online units to lead the whole company by promoting her to the top.

In September 2006 it was reported that Victoria's Secret were head-hunting writers from Women's Wear Daily to incorporate a more magazine feel into the text within their catalogs.

In 2008 CEO Turney acknowledged the disconnect between the company's "product quality that doesn't equal the brand's hype".