Victorias Secret - Segmentation And Positioning

5C’s Analysis: Victoria’s Secret

1) Company:

o Mission: Deliver a best in class, captivating, branded customer experience that builds loyalty and enables consistent sales and profit growth.

o Resources: 1040 lingerie’s stores in USA, more than 480 beauty stores, more than 47 weeks of national TV advertising, more than 100 pages of magazines advertising, 36 billion catalogue pages, global e-commerce platform.

o Offerings: Services, Apparel.

o Previous Results: Victoria’s Secret is the number one intimate apparel company in USA, records have shown that it has roughly 1,500 shops worldwide, a first-rate directory and one of most visited website developed in 1998, over 390 million copies of their catalogue is distributed annually in the US alone.

2) Context:

o Demographic Context: Women between the ages of 18 and 44. Victoria’s Secret segmented its audience demographically, and delivers specific messages while refining strategy throughout the campaign.

o Economic Context: Healthy finances, $5,307 million net income, comparable store sales: 6%, selling square feet: 6,063,000, sales per average selling square foot: $581, average store size (selling square feet): 5,830.

o Technological Context: The industry expanded into new techno-fabrics and stretch laces with better overall comfort, better fit, and added flexibility in designing new silhouettes to accommodate a wider range of customers. Innovations such as the water bra, the air bra, and seamless products, the industry made lingerie more varied and customizable destinations on the Internet.

o Ecological: Victoria’s Secret is committed to reducing its footprint by promoting sustainable materials, reducing its energy usage and reducing waste.

The Victoria’s Secret catalog is printed entirely on Forest Stewardship Council certified paper, which promotes the growth of responsible forest management worldwide.

o Social: The Intimate Apparel Square...