Analyse des consommateurs de groupe: Victoria's Secret (document en anglais)

Executive Summary

Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. The next logical step is for Victoria’s Secret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’s Secret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’s Secret new baby clothing line is the next logical step in the Victoria’s Secret expansion plan in order to generate more revenue, and capture a different target market. By capturing a different target segment with the baby clothing line, the hope is that these customers will become loyal Victoria’s Secret customers in future years.

Table of Contents

Executive Summary…………………………………….……..……….…………………… 2

Overview & Current Target Segment……………………..……...……..………………….. 4

New Target Segment………………………………………………….…………………….. 6

Focus Group………………………………………………………………………………… 8

Analysis of Chosen Market………………………………….……………………………… 9

Proposed Products……………………………………………....………………………….. 13

Recommendations………………………………………………………………………….. 14

Appendices…………………………………………………………………………………. 18

Overview & Current Target Segment

Victoria Secret is an American retailer of women’s wear, beauty products, and lingerie. It is the largest segment of publicly traded limited brands with sales above five billion dollars. It is known for its annual fashion show, the Victoria’s Secret Fashion Show, and for its catalogs, both which involved the top fashion models.

The company was started in San Francisco, California in 1977 but Tufts University and Stanford Graduate School of Business alumnus Roy Raymond. Roy’s idea behind the start up was the feeling of embarrassment he felt when trying to purchase lingerie for his wife the department store scene (FragranceX, 2011).

In 1995, Victoria’s Secret began holding the annual Victoria’s Secret Fashion Show, which is broadcasted primetime on American television. The show is all about elaborate costumed lingerie, music, and a set design according to the different themes running within the show. The show attracts hundreds of celebrities and entertainers (FragranceX, 2011).

Victoria’s Secret opened up the first stores outside of the United States. They now have stores in Canada, Kuwait, and the United Arab Emirates. In 2012 Victoria’s Secret is planning to open their first location in the United Kingdom with a 16,500 square foot flagship store on Bond Street, London (FragranceX, 2011).

The PINK branch of Victoria’s Secret was founded in 2004 and marketed towards late teen and college-age women. This brand sells age appropriate underwear, sleepwear, loungewear, beauty products, and accessories. The intent is to change buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria (FragranceX, 2011).

Victoria’s Secret customers are confident, sexy, sultry women, who want to feel good about them while looking good. The main target markets of Victoria’s Secret are 25-45 year old women, with an income higher than $50,000, and a need to look good or feel good about them. Their lifestyles vary from person to person, but many are married or dating, employed, and have children (Morris, 2006).

The New Brand: Baby Secret

The goal of Baby Secret is to create new lifelong customers with our new line of clothing. This new line should add a new dimension to Victoria’s Secret product mix. By designing this new line of baby clothing for newborns and toddlers, Victoria’s Secret can get consumer’s loyalty even before their teen years.

The line will be based on the Victoria’s Secret PINK line, and include:

• Bright colors

• Soft cotton materials

• Onesies

• Sweat suits

• Cotton dresses & diaper covers

• Baby accessories (hats, booties, socks)

We want to make sure Victoria’s Secret continues to bring high quality to its customers. To do this they will remain manufacturing and distributing the Baby Secret products the same way they do business in every other aspect of the company. Striving to make consumers feel comfortable and create an environment that will welcome customers back time and time again.

Quality includes:

• Diversity: We want to continue creating a wide variety of colors patterns and designs

• Superiority: Victoria Secret already has a huge name and well-organized company in the industry. It is important they remain held at high regards by their consumers.

New Target Segment

The new target market chosen for the Baby Secret clothing line are pregnant women, mothers, and young, trendy women. These categories of women were chosen because each type of woman would go into Victoria’s Secret already, as well as, each type of women would have an interest

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