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Case Analysis Of Victoria's Secret

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Abstract
Victoria’s Secret’s mission statement is"…we are 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." Victoria’s Secret is just that; Captivating. However, many argue that this popular lingerie brand does not carry plus-size options. This marketing campaign will present a plan in which Victoria’s Secret can successfully market plus-size options.

Victoria’s Secret is an American designer of women’s popular lingerie. With 2012 sales of $6.2 billion, it is the largest lingerie retailer in the U.S. Victoria’s Secret was founded in 1977 by a man named Roy Raymond. Raymond was shopping for lingerie …show more content…

Raymond studied the lingerie market for eight years before taking out a loan of $80,000 to establish the store, which was initially called Stanford Shopping Center in Palo Alto, California. His main goal was to create a store in which men could feel comfortable shopping for their wives. Raymond changed the name to Victoria after Queen Victoria of the United Kingdom to associate the company with luxury and mystery.
In the first year of business, Victoria’s Secret grossed $500,000. However, as time when on the store’s plan on selling to men proved unprofitable. So in 1983, Leslie Wexner bought the company from Raymond and switched the focus towards women. By 2006, Victoria’s Secret had 1,000 stores across the U.S.
Victoria’s Secret’s mission statement is"…we are 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."
Captivated is definitely the right word when it comes to Victoria’s Secret’s loyal customers. Shoppers who walk in feel like they’ve entered a new world, enchanted by the pink décor, eye-pleasing arrangements, sensual scents and glamorous atmosphere. Customers are drawn to the fashionable bras, panties, makeup, lotions, sports apparel, and …show more content…

References:
Berr, J. The Fashion Industry Thinks Big About Plus Sizes. May 4, 2017. Retrieved from https://www.cbsnews.com/news/the-fashion-industry-thinks-big-about-plus-sizes/
Abrams, A. Victoria’s Secret To Stop Selling Plus-Sized Lingerie. December 12, 2014. Retrieved from http://empirenews.net/victorias-secret-to-stop-selling-plus-sized-lingerie/

Farfan, B. Department Store Mission Statements. December 16, 2016. Retrieved from https://www.thebalance.com/department-store-mission-statements-4068552

Lange, M. Victoria’s Secret History. October 30, 2013. Retrieved from https://www.thecut.com/2013/10/victorias-secret-history.html

Schlossberg, M. How Victoria 's Secret 's core customers have completely changed. August 3, 2015. Retrieved from http://www.businessinsider.com/victorias-secrets-crazy-history-2015-7

Schlossberg, M. Victoria 's Secret is missing out on a multibillion dollar opportunity. July 29, 2015. Retrieved from http://www.businessinsider.com/victorias-secret-and-plus-size-lingerie-2015-7

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