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Journ 355
Brand Case Study
Sarah Cole
Company History
•  1977 Roy Raymond opens first
store for $80,000
• 
Shortly after the first catalog and three
more stores are released.
•  1982 The Limited Purchases for
$1 million by Leslie Wexner
•  2013 company named change to L
Brands, Inc.
à Business Structure
•  Brand Architecture
• 
Freestanding
•  Trademark Logo
• 
L Brands (All that go along with brands)
•  Business Segments
• 
• 
• 
Lingerie
Personal Care
Beauty Products and Accessories
•  5 brands total
{mission statement}
“
Driven By Passion. Guided By Values. At
L Brands, we are guided in our work and
our interactions with others by four core
principles—our values. These are the same
beliefs that have made us successful since
our start in 1963. They are: The Customer
Rules!...Passion Leads to Success…
Inclusion Makes Us Stronger…It Matters
How We Play the Game…
”
Brand History
•  1998 E-Commerce site launched
•  2004 Victoria’s Secret PINK
launched
•  2008 Website launched in Spanish
•  2008 Makes history with 30
second Valentine’s Day ad
•  2008 PINK launched exclusive
collegiate co-branded merchandise
•  2009 First six Beauty and
Accessory stores in airports and
tourist destinations
Brand History continued…
•  2009 Facebook page launched
•  2009 Body by Victoria is the
biggest bra launch in company
history
•  2009 First Store in Hawaii
•  2009 First four PINK stand-alone
stores in Canada
•  2009 Pink Nation launched
•  2009 Sexy Little Things NOIR
fragrance launched
•  2010 PINK reaches $1 billion in
sales
Brand History continued…
•  2010 PINK partnered to launch
exclusive co-branded collections
with NFL and MLB
•  2012 First full-assortment stores in
London opened
{ Brands }
Marketing of
Strategy
•  Semi Annual sale
•  Sex appeal
• 
Women in lingerie
•  PINK nation
• 
Insider access to new releases
•  VS All Access
•  Annual Fashion Show
• 
Release of new material
•  Coupons
• 
“Free panties, $10 off a bra”
•  Angel Card
• 
Credit card
Target Audiences
•  The initial target audience was at
males shopping for lingerie for
females.
•  The new target audience is
women aged 20-50, middle aged
women.
•  PINK on the other hand targets
younger females aged 15-25.
Approach to Markets
•  Victoria’s Secret—Luxurious, Intimate
• 
“Victoria’s Secret is the leading specialty
retailer of women’s intimate apparel and
other apparel with fashion-inspired
collections, prestige fragrances and
cosmetics, celebrated supermodels and a
world-famous runway show. Leading the
brand is president and CEO Sharen Jester
Turney.” –L Brands website
•  PINK—Fun, Free Spirited, Relaxed
• 
“Victoria’s Secret PINK, led by brand
president Denise Landman, is the
dominant aspirational lifestyle brand
celebrateing college women and campus
life…” –L Brands website
Brand Identity
Positioning
•  Leading specialty retailer of
women’s intimate apparel and
other apparel
•  Website one of the fastest growing
and profitable e-commerce
destinations on the Internet.
•  Welcoming to men to shop.
Brand Identity
Value Propositions
•  Victoria’s Secret “Angels”
• 
• 
• 
Tyra Banks, Miranda Kerr, Heidi Klum,
Gisele Bundchen, etc.
Chosen women that are both loved by men
and respected by women.
Makes women desire to be an “angel.”
Brand
Communications
•  Social Media
• 
Facebook, Twitter, Instagram, etc.
•  Television Commercials
• 
VS Holiday 2013, Semi Annual Sale
•  Print Ads
•  Website
•  Email Marketing
• 
Daily blast media
•  Mobile Marketing
• 
• 
Text messaging promotions
PINK nation
Print Ads…
Mobile Marketing…
Brand Challenges
•  Expensive prices
•  Selective sizes
• 
Only carry band
sizes 32-40 and cup
sizes A-DDD
•  Brand extension—PINK.
• 
• 
Generally a cheaper
selection of
products carried.
Better carried in
sizes.
Future Brand
Objectives
•  Continue making advanced uses
of social media, blast media and
secret insider deals.
•  Expand sizes that the company
carries.
•  Continue line of PINK.
•  Watch out for competitors
surfacing in the market.
Sources
• 
• 
• 
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http://victoriassecret.com
http://victoriassecret.com/pink
http://lb.com
http://www.slate.com/articles/business/
when_big_businesses_were_small/2013/10/
victoria_s_secret_founding_roy_raymond_had_a_great_idea_
but_les_wexner_was.2.html
http://whiteorchids.hubpages.com/hub/History-OfVictorias-Secret