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Executive
Summary pg. 2
Analysis of Target
Audience pg. 2

Stakeholders
Matrix pg. 3
Conclusion
and Research
pg. 5

References pg. 6
Venn Diagram
pg. 7
Personas pg. 8-13
Andrea Dekker

Executive Summary
Victorias Secret was created after Roy Raymond, founder of Victorias Secret,
was too embarrassed to shop for lingerie, for his wife, in department stores.
In 1977, the first Victorias Secret opened in San Francisco, California.
Victorias Secret is a world famous retail collection of luxurious, lingerie,
fashion, and beauty line. Victorias Secret is for confident, sexy, beautiful,
fearless women.

Primary Stakeholder

Female
18 34 years of age
High school, College Graduate, Young professional
Seeking fashion and a feeling of womanhood

Primary Stakeholder

Female
35 49 Years of age
Career, Relationships, Family oriented
Seeking quality, Reliability, Feeling beautiful and sexy as they
grow in age
A

Secondary

Female
13 17
High school, Maturing
Seeking fashion, Freedom, Sense of who they are
In hac habitasse platea dictumst.

Donec Vitae Sem

Target Audience
Victorias Secret is the ultimate womens apparel and lingerie retailer.
Victorias Secret has the ability to reach a wide age range of women, making
VS a truly one of a kind brand. From the Stakeholders Matrix VSs primary
audience is women ranging in age of 18 to 49. A brand, within VS, is named
PINK. PINK markets to young teen girls, from ages 13 to 17. VS is able to be
the number
onetristique.
lingerie and womens apparel brand, due to the quality of
A. Proin
products they offer and the confident feeling consumers have when wearing
the Victorias Secret brand.

(item # XXXX)

$000.00

(item # XXXX)

$000.00

(item # XXXX)

$000.00

B. Curabitur.

C. Praesent ante.

C
2

Segmenting Stakeholders Matrix: Primary 1

Segments

Descriptors

Concerns

Values

Generation

Civic/ Millennium

Personal Dilemmas

Life Stage

1st 3rd

Becoming a professional,
Independent, Keeping up
with the norms
Rising in career, Making
more money, Status

Family, Friends,
Education
Status, Approval,
Involvement,
Relationships
Skilled, Successful careers,
Earning good income

Consumer
Habits
Quality products,
Upgrading
Responsibility,
Shopping new and
reliable stores
Finding what they
like, Upgrading

Reaching a desired lifestyle,

Through goods and status

Social life, Family

Becoming a consumer

Shopping, Nightlife,
Social events

Leaving home, Reaching out, and

Questions/Questions

Social Class

Lower Middle
Lower Upper

Lifestyle

Buy good products,

Like new and offbeat
Female

Gender

Primary 2
Segments

Descriptors

Concerns

Values

Generation

Reactive (X)

Life Stage

4th Mid Life Explosion

Social Class

Lower Middle to
Lower Upper
Principle oriented,
Knowledge
Female

Deteriorating environment,
Disharmony
Sustaining a career, Raising
kids, Retirement
Maintaining social status,
Retirement fund
Family life

Family, Career,
Community
Relationship, Career,
Growing family
Raising a family in a good
community
Maintaining certain
lifestyle

Lifestyle
Gender

Consumer
Habits
Reliable consumer,
Consistency
Returning customer,
Quality products
Buying brand name
products
Knowing likes and
dislikes

Secondary
Segments

Descriptors

Concerns

Values

Generation

Civic (Millennium)

Life Stage

Tween Teen 13 - 17

Fitting in, Making friends,

Indecency
School, Grades, Social life

Social Class
Lifestyle

Lower middle
Lower upper
Offbeat, Risky

Friends, Personal issues

and everyday life
Independency, Finding
their way
The brands they wear

Gender

Female

Keeping up with other

family and friends
Social life, TV, Happening
in the now

Social life, Sports,

School, Family

Consumer
Habits
Tries new and trendy
things in life
Not worried about the
future, only present
Consumes what the
family consumes
What is in, setting
trends, stylish

Standing Out
Marketing Strategies
Roy Raymond had a vision to create a sexy, confident and fearless brand for women,
and Victorias Secret promotes just that. The brand speaks for itself when it comes to
marketing and advertising. Since 1977, when the first store opened, VS has been
promoting its brand through various ways of making women feel exceptional, and
fearless.
Advertising
Victorias Secret believes that in store experiences far outweigh any digital or print
advertising. Employees are expected to make their customers feel beautiful, confident,
engaged, and receive a high-end experience.
Though VS focuses on creating exceptional experiences for their customers, more
advertising takes place through the web and print work. There is a VS website, Twitter,
Facebook, Email, and Instagram, all for the customer to feel connected to the brand. VS
also sends direct mail, and catalogs to their subscribed customers.

Angels
A large part of Victorias Secret marketing and advertising is created and shared through
the famous VS Angels An Angel is a VS supermodel who advertises VS apparel, walk
in the unforgettable fashion shows, and be role models to VS consumer.

Holiday Fashion Show

Victorias Secret is known for there extraordinary annual holiday fashion show. Every
fall VS presents a star studded, crystal lit, dazzling extravaganza. It has been said that the
fashion show is an hour long commercial of the brands most beautiful models and
products.

Conclusion
A leading retailer for womens, lingerie, clothes, and beauty products,
Victorias Secret has everything women would want. The brand sells
itself by the quality of products, following consumers, and its marketing
strategy. VS is not only selling high-end apparel, they are selling
confidence, exceptional experiences, role models, and a sexy feeling.
Fearless, Confident, Sexy, Beautiful, Victorias Secret.

Research
Reading various websites, personal experience, and information
from peers I was able to understand the true meaning behind
Victorias Secrets success. The Victorias Secret website gave
information about its brands, products, and advertising success.
Information about Victorias Secrets marketing came from
articles, and other websites. After my research was complete, I
realized much of Victorias Secrets success is due to how they
make the customer feel.

Secret
References
Aboufatima, A. (n.d.). Victoria's Secret. Retrieved September 24, 2014.
http://prezi.com/pxab-ajd8ma5/victorias-secret/
Google Answers: Demographics/psychographics of Victoria's Secret or
upscale lingerie customers. (n.d.). Retrieved September 24, 2014.
http://www.citationmachine.net/apa/cite-a-website/create
The Silky Strategy by Victoria's Secret. (n.d.). Retrieved September 24,
2014. http://www.mcafee.cc/Classes/BEM106/Papers/2004/Victoria.pdf
The marketing secrets of Victoria's Secret. (2012, November 20). Retrieved
September 24, 2014. http://articles.chicagotribune.com/2012-11-20/business/ctbiz-1120-bf-secret-marketing-20121120_1_victoria-s-secret-victoria-s-secret-sfashion-show
5 Things You Didn't Know: Victoria's Secret. (n.d.). Retrieved September
24, 2014.
http://www.askmen.com/entertainment/special_feature_150/165b_special_feature.
html

Primary

Primary

Persona: Responsible

Persona: Stylish Explorer

Alpha Woman

Type: Excited Consumer

Type: Exclusive Consumer

Power

Legitimacy

Urgency

Secondary
Persona: Trendy
Freedom Seeker

Type: Influenced Spectator

Sarah
Stylish
Explorer
Behaviors:
Career building,
discovering
who and what is
important in life,
active in social life

I cant wait to take on the

world, and live life the way
I want

Client: Victorias Secret

Persona: Stylish Explorer
Name: Sarah
Type: Excited About Life
Role: Young Professional
Favorite Product: Fearless Demi Push-Up Bra

Motivations
Living life to
the fullest
Building
friendships
Social night
life

Goals
Creating my
lifestyle
Promotions
Finding the
one

Pain Points
Buying
quality items
Caught
between
being an
adult and my
wild 20s
Responsibiliti
es

Miranda
Responsible
Alpha Woman
Behaviors:
Career focused,
family matriarch,
reliable consumer,
sticking to the norms

I love my life. I know

who I am and what I
want. Just because Im
getting older doesnt
mean I dont want to be
sexy.

10

Client: Victorias Secret

Persona: Responsible Alpha
Woman
Name: Miranda
Type: Exclusive consumer
Role: Career and family woman
Favorite Product: T-Shirt Bra

Motivation:
Using quality products
Staying in fashion
Family
Goals
To have a loving family
Still feel trendy, sexy
and beautiful
Pain Points
Stressful career
Not enough time for
myself
11

Maddie
Trendy Freedom Seeker
Behaviors:
Spending time with my friends,
participating in school activities, playing
sports

I have so much going on! School, Student

Council, Soccer! UGH!!

12

Client: Victorias Secret

Persona: Trendy Freedom Seeker
Name: Maddie
Type: Influenced observer
Role: Student
Favorite Product: PINK Full-Zip
Hoodie
Motivation
Friends
Grades
Finding my way
Goals
Expressing myself
Have cool clothes
Having lots of friends
Pain Points
No independence
Controlling teachers and

13

14