Pink Advertising Plan
Victoria’s Secret PINK Brand
Advertising Plan
Company Background: One would be hard-pressed to find a consumer not familiar with the women’s apparel and lingerie empire that is Victoria’s Secret. The brand is more than just a clothing line; it has become a national phenomena. Every year, over 10 million viewers tune in to watch the Victoria’s Secret fashion show – an annual runaway show of the brand’s latest styles modeled by the beloved Angels (CBS News). In a day and age of severely fragmented television audiences, such a large viewership is more than just impressive. Few other brands can boast such saturation. After dominating the lingerie industry for over thirty years, the brand was looking for some expansion. Enter the PINK brand, a line of loungewear and lingerie aimed towards the gainful 18- to 30-year-old market. Unsurprisingly, Victoria’s Secret’s pet project thrived. Earning $1 billion annually, PINK is the top lingerie retailer amongst the teen market (Lepore). With this campaign, our team hopes to better understand the brand and help create an effective marketing and advertising plan for the next year (Neghina, 2009).
Victoria’s Secret was established in 1997 in San Francisco, California, by Stanford alum Roy Raymond. The idea was simple; Raymond felt embarrassed every time he tried to buy lingerie for his wife in a regular department store. He took out an eighty thousand dollar loan and decided to open his first store at the Stanford Shopping center in Palo Alto. To supplement his store, Raymond began a mail-order catalog operation to capitalize on the “discretion of purchase” he felt was needed in the lingerie retail industry. In 1882, Raymond decided to sell the company along with its six existing stores to Leslie Werner, creator of the Limited Stores Inc. of Columbus, Ohio. The business was sold for around one million dollars. After the new ownership of the business, Victoria’s Secret began to expand into countless U.S malls, and
Advertising Plan
Company Background: One would be hard-pressed to find a consumer not familiar with the women’s apparel and lingerie empire that is Victoria’s Secret. The brand is more than just a clothing line; it has become a national phenomena. Every year, over 10 million viewers tune in to watch the Victoria’s Secret fashion show – an annual runaway show of the brand’s latest styles modeled by the beloved Angels (CBS News). In a day and age of severely fragmented television audiences, such a large viewership is more than just impressive. Few other brands can boast such saturation. After dominating the lingerie industry for over thirty years, the brand was looking for some expansion. Enter the PINK brand, a line of loungewear and lingerie aimed towards the gainful 18- to 30-year-old market. Unsurprisingly, Victoria’s Secret’s pet project thrived. Earning $1 billion annually, PINK is the top lingerie retailer amongst the teen market (Lepore). With this campaign, our team hopes to better understand the brand and help create an effective marketing and advertising plan for the next year (Neghina, 2009).
Victoria’s Secret was established in 1997 in San Francisco, California, by Stanford alum Roy Raymond. The idea was simple; Raymond felt embarrassed every time he tried to buy lingerie for his wife in a regular department store. He took out an eighty thousand dollar loan and decided to open his first store at the Stanford Shopping center in Palo Alto. To supplement his store, Raymond began a mail-order catalog operation to capitalize on the “discretion of purchase” he felt was needed in the lingerie retail industry. In 1882, Raymond decided to sell the company along with its six existing stores to Leslie Werner, creator of the Limited Stores Inc. of Columbus, Ohio. The business was sold for around one million dollars. After the new ownership of the business, Victoria’s Secret began to expand into countless U.S malls, and
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