Professional Documents
Culture Documents
ELISHA MITTAL
FD 7
Victoria's Secret was started in San Francisco, California, in 1977 by Stanford Graduate School of
Business alumnus Roy Raymond, who felt embarrassed trying to purchase lingerie for his wife in
a department store environment. He opened the first store at Stanford Shopping Centre in Palo
Alto, and quickly followed it with a mail-order catalog and three other stores.
Victoria’s secret focuses on style and fashion.
It showcases its lingerie as a fashion statement with heavy embellishments.
Along with theme based ranges, it also came up with the million dollar diamond studded bra.
INDIAN LINGERIE MARKET
• India holds immense growth potential for the lingerie industry, which is evident from
the entry of large international brands in the Indian market in the last few years.
• From being a market worth Rs. 780 crore (US$175.9 million) in 2003, the organized
lingerie market has almost doubled to Rs. 1645 crore (US$370.3 million) bustling
business in the last five years.
• Characterizing the premium segment are either international brands or joint venture
of Indian manufacturers with international companies. Lovable, Enamor and
Triumph have successfully established themselves as premium lingerie brands and
brands that are in expansion mode include Etam, Benetton, La Perla and About U.
• Since they invest money in India, there is potential for their growth in this
market.
College survey
• We also conducted a survey on
campus at NIFT Gandhinagar.
• Most girls were not willing to pay
high prices for lingerie, they rather
focus on fit and comfort in an
affordable price range.
• Only 20% were willing to purchase
lingerie for the style at a higher price
range.
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