victoria secret

STRATEGIC RECOMMENDATION

VICTORIA S SECRET SHOP GRAND OPENING By DRAPER AGENCY

MARKETING RESEARCH

VICTORIA S SECRET
 Intern analysis and his DNA

A WELL KNOWED BRAND

A TRUSTWORTHY BRAND A BIG NAME

A GLAMOUROUS AND CREATIVE BRAND



VICTORIA S SECRET ANGELS

VICTORIA S SECRET
 Actual positioning

•  For the woman who wants to be sexy sophisticated and ultra feminine •  For the sportwoman who wants to be feminine •  For high school girls, a line of clothe adapted to their morphology and age •  Victoria s Secret combine prestigious product for affordable prices

VICTORIA S SECRET
 Extern analysis: opportunity

LEADER IN EUROPE

CONSTANT INNOVATION

A LINGERIE PEEK

MEN

VICTORIA S SECRET
 Extern analysis : Threat

COMPETITION

UNKNOWN BRAND

A DECREASING MARKET

MADE IN FRANCE

MODELS PERCEPTION

VICTORIA S SECRET Problem


How to implant the brand Victoria s Secret on the french market whereas this one has already a lot of competition ?

STRATEGY

VICTORIA S SECRET Communication objectives


•  Create and stimulate the renown of the brand already existant in other countries

•  Convey a different idea in a competitive market •  Create a strong interest for the brand .

•  Generate a network traffic or a market traffic.

VICTORIA S SECRET
 Positioning Low-cost Lingerie

Sexy Lingerie

Practical Lingerie

Top of the range

VICTORIA S SECRET
 Lingerie Studies Does lingerie and seduction fits well?? a different view for man and woman!

For the ladies

VICTORIA S SECRET
 Lingerie Studies Does lingerie and seduction fits well?? a different view for man and woman!

For the gentlemen

VICTORIA S SECRET
 Target Market & Communication

•  • 

men and women : 18- 35 years old Don t forget: Men are very influent . If men like victoria secret women will buy victoia secret

VICTORIA S SECRET
 Personification of the target

VICTORIA S SECRET
 Personification of the target

VICTORIA S SECRET
 Insights

SHE « I like to keep secret my intimity with the nicest lingerie i can »

HE « I like her sexy lingerie, all those secrets it keeps and i m ready to buy some for her to keep her beautiful »

VICTORIA S SECRET
 How does the brand should be seen by the consumers ?

Victoria s Secret the only one loved by man and women.

VICTORIA S SECRET
 Strategy Promess :

With Victoria s Secret you will be confident about yourself.

Benefit :

Thanks to Victoria s Secret my man think i m prettier than before.

Reason Why : «   … because those underwear make the true woman bloom and confident while keeping a mysterious and secretive way. »

Tones: Intriguing, sensual, sexy.

Contraintes: No model allowed, no vulgarity.

CREATIVE

VICTORIA S SECRET
 Creative axis

MYSTERY

The secret is the main ingredient of the brand. because of his name and the older marketing operations before. It is part of the DNA of Victoria s Secret

VICTORIA S SECRET
 Event concept

The launch of a new store

VICTORIA S SECRET
 Event W-4 before the Grand Opening Saturday 29th june




VICTORIA S SECRET
 Event

W-3 before the grand opening= Saturday 6th of july

VICTORIA S SECRET
 Event W-2 Before the Grand Opening  = Saturday 13th of july

•  Our Facebook pages reveal what is all about… •  Dress code :Everything is good •  Place :Our shop, Victoria street •  Time : 19h30




VICTORIA S SECRET
 Event

D-3 before the great opening : Wednesday 17 of July

Facebook Contest




VICTORIA S SECRET
 Event D Day : Saturday 20 Juillet

VICTORIA S SECRET
 The shop

A shop near le Marais on Victoria avenue near to the Hotel de Ville / Chatelet and parallel to the Rivoli Street.

VICTORIA S SECRET
 The shop

MEDIA STRATEGY

VICTORIA S SECRET Digital Strategy Objectives:



AWARNESS

VICTORIA S SECRET Digital Strategy

Means :

CAMPAIGN BUZZ OF THE BRAND

CAMPAIGN TO CREATE TRAFFIC ON THE POINT OF SALE

VICTORIA S SECRET Digital plan of action

VICTORIA S SECRET Digital plan of action

VICTORIA S SECRET Digital plan of action

VICTORIA S SECRET Digital plan of action

VICTORIA S SECRET Digital plan of action

VICTORIA S SECRET Internet banners

VICTORIA S SECRET Press intervention

VICTORIA S SECRET Posters

VICTORIA S SECRET
 Partnership

My little Box et Be & Grazia to obtain a panty Victoria s secret basic

VICTORIA S SECRET Press conference Press Conference preparation

- Send to the different people in our press data, a press kit with inside at all informations about the grand opening of Victoria’s Secret shop in Paris

- Keep a part of mystery

VICTORIA S SECRET Press conference Progress of the conference :

- Invite the different journalist and bloggers of the feminine press

- The Pershing Hall

- Buffet with champagne and tasty dinner

- Fashion show With Victoria s secret colors

- Take pictures with the models

- Victoria’s Secret ensemble will be given to each of them

VICTORIA S SECRET Press conference Journalist implication

Most influent bloggers

VICTORIA S SECRET Press conference

Magazine

•  Elle •  Marie-claire •  Biba •  Grazia •  Cosmopolitain •  Be •  Vogue •  Femme actuelle •  …

Free daily press

•  20 minutes •  Metro •  Direct matin/soir •  A nous paris

VICTORIA S SECRET Press conference

Blogs

•  garancedore.fr •  carolinedaily.com •  leblogdebetty.com •  thecherryblossomgirl.com •  penelope-jolicoeur.com •  deedeeparis.com •  besnob.fr •  lamodedesfemmes.com •  misshello.com •  30ansenbeaute.blogspot.com •  …

MEDIA PLANNING & BUDGET

VICTORIA S SECRET Budget

VICTORIA S SECRET Budget

VICTORIA S SECRET Retro planning

THANK YOU FOR YOUR ATTENTION

By DRAPER AGENCY