Katherine Gelineau, Leah Tinker, Hannah Woods, Sarah Sinclair, Georgia Nolen

Background

• Established by Roy Raymond in the San Francisco area during the 1970s

• 1982 sold to Limited Brands for $4 million• now worth over 1 billion dollars

• By the early 1990s the largest American lingerie retailer

• Offers customers choices in clothing, accessories, fragrances, personal care, swimwear, and athletic attire

Background

• Operating more than 1,000 stores across the U.S.

• PINK - Founded in 2004 over $1billion in sales in 2010

• International Expansion• Canada, Middle East, United Kingdom, and

Caribbeans• Business primarily conducted in the

Columbus, Ohio area

Traditional Communication• Annual Victoria’s Secret Fashion Show aired on CBShttp://vsallaccess.victoriassecret.com/2011/11/28/2011-victorias-secret-fashionshow-tv-commercial/• Markets through nationwide retail stores• Distributes Victoria’s Secret Catalogue• Buys commercial spots on major networks• Organizes and publicizes special events

Online Communication

• Facebook-Over 15 millionhttps://www.facebook.com/victoriassecret

• Twitter-Over 300,000 Followers

http://twitter.com/#!/victoriasSecret

• YouTube-2,584,739 Viewshttp://www.youtube.com/victoriassecret

• iPhone, iPad, and Android App

Need for Social Media Monitoring

• Strong presence on social media-Twitter-Facebook-YouTube

• Younger Audience • Blogs• Monitor Competition (Playtex)

Methodology

• Keywords– VS Pink– VS Fashion Show– VS Angels– Lingerie– Bras

• Addict-o-matic, Social Mention, Moniterr• Twitter, Blogs, Google Trends• Source Credibility

SWOT Analysis

Strengths

• Advertising strategy:• Catalogues - Over 390 million copies are

distributed in the U.S. alone• Printed Ads in Magazines & Newspapers• T.V. commercials

• Annual Fashion Show• Reaches an audience of over 1 billion people

Strengths

• Store front/interiors• consistent with the Victoria’s Secret image

• The Supermodels or “Angels”• Positive shopping experiences with customer

service • Direct Client Contact Centers • Facebook/Twitter• Contests

Weaknesses

• Established target market– Not open to growth

• Response to consumers– Need to be more present in the “conversation”

online

Opportunities• Annual Fashion Show

-Utilize social media more-Blends in, not separate

Threats• Public and the media criticize

VS for promoting unattainable thinness with the prestigious “angels”

• Fashion show provokes numerous complaints about it being indecent or obscene and could get fined by the FCC

• Selling a provocative image that could offend certain people

Recommendations

• On Twitter and Facebook they should directly respond to their fans/followers on a more regular basis.

• Redesign VS home page to make the Facebook link more prominent and visible, rather than in the bottom right hand corner.

• Create a blog dedicated to directly communicating with customers to answer questions, solve issues in store and online, etc.

• Let customers know about coupon scams that spread through social media and how they can spot fake discounts.

• Participate in the conversation with influential bloggers who talk about Victoria’s Secret.