Victoria's Secret Angels Campaign

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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 Valentine’s Day in 1999 Initial campaign increased sales 2000: 956 million 2001: 962.4 million 2004: 995 million Currently over 400 million catalogue circulation
  • Positioning Competitors: Frederick’s of Hollywood, Trashy Lingerie (more erotic) and La Senza (less expensive), Hennes & Mauritz (using supermodels) Victoria’s Secret is known as THE BEST BUT… Gap and Abercrombie & Fitch could be a possible threat in the long-term
  • Target Market “She’s not a person or an embodiment, but an aspirational client envisioned for the brand…She’s in her late 20s, has lived in Europe, has a job, and is very fashionable. She’s 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 men’s fantasies)
  • Objectives of Campaign Increase market share Build brand awareness Build brand equity for current customers
  • 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)
  • 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”
  • Fashion Show
  • FCB GRID Victoria’s 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.
  • 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
  • Weaknesses Overly sexual content (consumer could form negative attitude) Online crash Promoting exclusively with Victoria’s 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)
  • 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) Victoria’s Secret stores-broadcast finals on national television (play by play)
  • More Future Opportunities Christmas Holiday Charity Event—toys for tots Auction off once-worn-by-Angel lingerie and wings for charity
  • Thank you. We hope you have enjoyed our presentation! More info (and photos):