VICTORIA

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VICTORIAS SECRET ANGELS CAMPAIGN
Kristen Ayers, Nick Lepera, Jeff Shoykhet,
Shilpa Suneja
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Background

• 1970-San Francisco by Roy Raymond
• 1982-Became part of Limited Brand
• Grew from 3 stores to over 1000 stores
• Campaign started for Valentines Day
• in 1999
• Initial campaign increased sales
• 2000 956 million
• 2001 962.4 million
• 2004 995 million
• Currently over 400 million catalogue circulation

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Positioning

• Competitors Fredericks of Hollywood, Trashy
  Lingerie (more erotic) and La Senza (less
  expensive), Hennes Mauritz (using supermodels)
• Victorias Secret is known as THE BEST BUT Gap
  and Abercrombie Fitch could be a possible
  threat in the long-term

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Target Market

• Shes not a person or an embodiment, but an
  aspirational client envisioned for the
  brandShes in her late 20s, has lived in Europe,
  has a job, and is very fashionable. Shes a
  woman, not a girl, and is somewhat worldly and
  interested in traveling Wendy Burden, VP
  Operations
• 18 to 34 year old women (Appeal also to mens
  fantasies)

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Objectives of Campaign

• Increase market share
• Build brand awareness
• Build brand equity for current customers

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Customers and Competitors View

• Customers
• Attitudes like feeling sexy, romantic, beautiful
• Preferences classier, more pure
• Intentions To satisfy inner desires
• Behavior To be fulfilled by buying product

• Competitors
• Hard to penetrate market
• Trying a more risqué approach to differentiate,
  drawing attention (School Girls)

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Model of Information Processing

• Exposure TV ads, catalogue, online fashion show,
  television fashion show (all have one clear
  message)
• Attention use emotional appeal to
  persuade/communicate message(Using the product on
  supermodel)
• Comprehension Simplistic, picturesque
• Yielding credible source
• Retention Appeal is Unique, SEX SELLS, Known
  models used
• Behavior Linked to self-image AIDA, go out and
  buy, to feel like an angel

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Fashion Show

• http//www.cbs.com/specials/victorias_secret/video
  .shtml

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FCB GRID

• Victorias Secret is a high involvement, high
  feel product (Experiential Hierarchy)
• Deals with emotional appeals linked to self-image
• Campaign did an excellent job in appealing to
  those looking to improve their self-image
• Made customers feel like they can be sexy if they
  wear the Angels line.

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Strengths

• Website had highest ratings in history (1.5
  million viewers)
• Naughty but nice was unique, eye-catching
• Brand name recognition
• Using supermodels as demonstrators
• Use of a fashion show
• House of Style appearance
• Hedonic appeal
• Heavy product use in advertising

• Catalogue promoted campaign and product
• Used sales promotion tactics (coupons, etc.) to
  attract customers to retail store
• Used vibrant colors (product) and cloud scenes in
  advertisement
• Financial backing
• Clear, concise message

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Weaknesses

• Overly sexual content (consumer could form
  negative attitude)
• Online crash
• Promoting exclusively with Victorias Secret
  catalogue
• Recent Trend- Consumers spending less on impulse
  items

• FIX-Find better time slots for commercials and
  use different clothing (use of slips)
• FIX-They did-paying closer attention to
  forecasting demand
• FIX- Advertise through other print such as
  Cosmopolitan and People
• FIX-Promote user friendliness of product
  (Comfort, ex., Body by Victoria)

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Future Creative Approaches

• Pay-per-view for the fashion show (FCC demands)
• Mini-movie- Good versus Evil (put as trailer in
  movie theater)
• Angel Search for next angel to be used in
  campaign (local level, involving stores)
• Victorias Secret stores-broadcast finals on
  national television (play by play)

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More Future Opportunities

• Christmas Holiday Charity Eventtoys for tots
• Auction off once-worn-by-Angel lingerie and wings
  for charity

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Thank you. We hope you have enjoyed our
presentation! Questions?