Swot Analysis Of Victoria's Secret

Victoria’s Secret is a retail store, which offers a wide range of lingerie, beauty products, clothes and accessories. Victoria’s Secret is owned and run by the Limited Brands Company. It accounts for more than 50% of Limited Brands’ corporate profits. Victoria’s Secret owns more than 1000 stores all over the United States. It is the most popular brand of lingerie in the US.

In her interview with Motto, Victoria’s Secret Model Erin Heatherton admitted, “My last two Victoria 's Secret shows, I was told I had to lose weight. I remember staring at my food and thinking maybe I should just not eat.” Erin, like many, was pressured by Victoria’s Secret and societal standards to get a near perfect body image. Stores and their advertisements influence how humans behave, see themselves, and think of other people. Stores can affect consumers in negative and positive ways. Victoria’s Secret, known for its quality lingerie, has also branched off into perfumes, apparel, and lotions. Their audience encompasses mainly ranging from preteen to middle aged ladies. Many of their target audience members are easily influenced by Victoria’s Secret’s advertisement strategies and sales. Victoria’s Secret at the Empire Mall in Sioux Falls attracts customers with elaborate displays, and periodic sales and erases identity by creating a false sense of normalcy.

While they may have known about the trademark dilution that it may cause, I feel that they were under the impression that they could get away with it since they are just a small shop. For a small company having a similar name to a large company could spark interest and revenue. At the same time Victor Moseley’s name being used could have honestly just been what they were thinking, and it could have innocently been used. I believe that while they have the right to own a legitimate company and name it how they choose. The fact that the company name was very similar in nature is a shame, as it does create some confusion as to who owns the store, Victoria’s Secret or the Moseley’s. This confusion is what creates a dilution of the trademarked name Victoria’s

A strength in a SWOT analysis is something beneficial to the company while being an internal factor that they control. Two strengths of Bed Bath & Beyond are their registry service and personalized products. Bed Bath & Beyond offers their customers wedding, commitment ceremonies, baby, housewarming, anniversary, college, and birthday registry services. A registry is a listing of items, or a “wish-list”, of specific products that other people can purchase for you. An advantage of a registry is that it can be done electronically and is efficient for both the buyer and receiver. It is efficient because it is one central location people can go to purchase specific desired items. Bed Bath & Beyond’s most popular registry service is its wedding registry. It is regarded as the best registry by Kristi Kellog, in her article, “Where to Register: The 50 Best Wedding Registry Sites & Stores”. Kellog states, “When it comes to one-stop shopping convenience, few retailers can beat Bed Bath & Beyond. It’s the perfect place to scan all of your essentials, like housewares, linens, and appliances. And since they offer tons of different brands, you can select must-haves at a range of different price points. Plus, with free announcement cards to tell friends and family where you’ve registered, expert consultant to help you decide which items to pick, and a competition program that lets you purchase your remaining gifts at a discounted price after the big day, the retailer is a

Expansion of a company is never easy, especially if the company were to expand overseas to a foreign country. The products or service the company offers or sells must fit into the culture and environment of the country. Ignorance to these factors can lead to a major downfall

Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a

Victoria secret- So, I went to Victoria secret because my boyfriend and I , we were walking around the mall and decided to go in. I mostly shop at the PINK section, so there's mostly young teen girls and young adults. I notice some couples , and a pattern that most of the guys were on their phone. The girls seem busy , and very focus

American Eagle Outfitters launched its lingerie sub-brand, Aerie, in 2006 (“Investor Information,” 2014). The market for

Victoria’s Secret is a retail chain of lingerie, beauty supplies, and fragrances. The purpose of the line is to make females feel sexy, powerful, and young. They do not have a lot of lingerie for the more voluptuous females; however, what they do have makes the lady feel sexy and confident. Victoria’s Secret was created by a man – men know how they want their women to look like so he took his imagery of beautiful women to make his lingerie line.

Victoria’s Secret has a valid intellectual claim against Victor’s Little Secret because of the adult novelties and hosiery items that they sell. Lanham Act is a federal law that protects trademarks (Lau, 2012, p. 289). “A trademark is any kind of name, logo, motto, device, sound, color, or look that identifies the origin of a particular good or service. Something begins to look like a trademark when a consumer identifies it with a particular origin (Lau, 2012, p. 290). Roy Raymond opened up Victoria’s Secret in 1977; and “chose the name ‘Victoria’ to evoke the propriety and respectability associated with the Victorian era; outwardly refined, Victoria’s secrets were hidden beneath” (Business Insider, 2015). A name is important in a business; in fact, Victoria’s Secret name weight with literary importance. The store did not start off being successful; furthermore, he was near bankruptcy after opening up three more stores by 1982 and sold the store in 1982 to Leslie Wexne (telegraph).

Victoria Secret was founded in by Roy Raymond, and his wife Gaye, in San Francisco, California, on June 12, 1977. The company got its start when Roy Raymond was trying to shop for lingerie for his wife. He’d gone to a department store to make his purchase, only to find himself deeply uncomfortable and made even more so by saleswomen scrutinizing his presence there. “When I tried to buy lingerie for my wife,” Raymond told Newsweek in 1981, “I was faced with racks of terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department-store saleswomen thought I was an unwelcome intruder.” Raymond saw an opportunity in his discomfort and in 1977 borrowed $80,000 to open Victoria’s Secret as a store designed originally to make men comfortable when buying lingerie for their wives.

When a brand is created, many will ask the questions that haunt all of us trying to start a company. Will it work? Should we stay online or launch a brick-and-mortar store? Will I make profit or fail? These questions arise even more when the company is to start only online. Because of this, e-commerce fashion brands must constantly evolve and expand their styles to maintain the interest of their target customers. Fashion Nova is one fashion brand that manages to stay relevant among its consumers because of their edgy style and quality priced clothing. Fashion Nova was first established in 2010. It gained its popularity from celebrities promoting it on their social media platforms and the fact

Victoria Secret appears to be a profitable company. Victoria Secret is part of L Brands whose operating income was at $ 211 million, up by $24 million from the last quarter. Specifically at Victoria's Secret, sales increased by 4% to reach 5.4 billion but operating income decreased by 6% to 1.71 billion. It appears that Victoria Secret's major expense was their Cost of Goods Sold, COGS, which totaled at 1.3144 billion. The gross profit percentage as at February 2013 was 47.87% (NASDAQ, 2014).

Burberry Group plc (Burberry) is into the global luxury sector. It works in the designing, marketing and sourcing of outerwear, women’s wear, men’s wear, non-apparel and children’s wear categories. It distributes through a diversified network of retail, wholesale and licensing channels worldwide. The company operates its business in three ways by region, by product and by channel. Burberry distributes its products in Europe, Spain, Americas and Asia Pacific through retail and wholesale channels and with selective license arrangements. In addition, it licenses third parties to manufacture and distribute products using the Burberry trademarks. It categorizes

VF Corporation is an American apparel and footwear company, with worldwide presence in over 170 countries. Currently, VF Corporation has more than thirty iconic brands that are categorized into 5 platforms within the corporate portfolio. These platforms range from outdoor sports wear to contemporary brands, and platforms in between. VF Corporation boasts that they are “highly diversified across brands, products, distribution channels and geographies” (VF Corporation, 2016). They currently are known as being “the industry’s most efficient and complex supply chain, which spans multiple geographies, product categories and distribution channels (VF Corporation, 2017).