LABUAN FACULTY OF INTERNATIONAL FINANCE

UNIVERSITI MALAYSIA SABAH

LABUAN INTERNATIONAL CAMPUS

GC30403
RETAIL MANAGEMENT

TITLE:
VICTORIA’S SECRET

PREPARED BY:

NO. NAME MATRIC NO.

1. ELIA EFFA EEZANIE BINTI ISHAM BG21110038

2. NURUL SYAFIKAH BINTI ZAMRI BG21110225

3. RAFIEQAH NUR SHA BINTI S ROSLEE BG21110234

4. ERI PANG NYUK WAH BG21110255

PREPARED FOR:
DR JOEHAN JOEHARI WILLIAM

SEMESTER 2, 2022/2023

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1.0 INTRODUCTION
1.1 About the store

Victoria’s Secret is a very well-known American lingerie and beauty retailer that is
famous for their glamorous and alluring feminine products. Victoria’s Secret was founded by
Roy Raymond in 1977 and has evolved into the global giant that it is now through a combination
of multiple factors such as the fashion shows, brave advertising and a whole lot of products to
choose from. Thanks to this, Victoria’s Secret has even become a status of luxury in the eyes of
many. In Malaysia, Victoria’s Secret also showcases its masterful craftsmanship and luxurious
materials that caters towards the taste of Malaysian consumers that are multicultural.

The charm of Victoria’s Secret also lies in the shopping experience that their stores give.
The stores are in leading shopping destinations across the country of Malaysia that are also
surrounded by other beautiful stores. Victoria’s Secrets ‘stores emit an aura of elegance with its
majestic displays, well thought lighting, calming scents that will make the customers feel the
luxury of the brand. Victoria’s Secrets also love to organize fashion shows to show off their
designs. Accompanied by beautiful models that awes the audience with their grace, including
Malaysian customers. They try to inspire women to be confident and celebrate everyone.

In this assignment, we will delve into the factors that contribute to Victoria’s Secrets’
success, some of its popular products, its strategies, potential competitors and many more. This
all will be done with Malaysian context in mind so to better understand it better as retailers in our
country. To be perfectly honest, it is amazing to see how successful the company can become in
a more conservative country like Malaysia even with its fair share of challenges to achieve it.

2.0 Describe 5 factors that make the company successful in Malaysia.

a. Brand reputation
Victoria's Secret's strong brand reputation plays a vital role in its success. The
brand is synonymous with elegance, sophistication, and sensuality, and has established
itself as a leader in the lingerie industry worldwide. Its reputation for high-quality
products, exquisite designs, and attention to detail has earned the trust and loyalty of

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customers in Malaysia. The brand's association with international models and glamorous
fashion shows further enhances its allure and reinforces its status as a symbol of luxury
and aspiration.
b. Product Variety
The diverse range of products offered by Victoria's Secret is another key factor in
its success. The brand caters to various lingerie preferences, body types, and styles,
ensuring there is something for everyone. From romantic lace ensembles to comfortable
everyday wear, Victoria's Secret offers a wide selection of bras, panties, sleepwear, and
fragrance products. This extensive product variety enables customers in Malaysia to find
lingerie that suits their individual preferences and occasions, making Victoria's Secret a
go-to destination for intimate apparel.
c. Marketing techniques
The brand employs captivating visual merchandising, captivating advertisements,
and strategic collaborations to generate excitement and maintain a strong presence in the
market. Victoria's Secret stores often feature attractive window displays and eye-catching
promotional materials that entice customers to enter and explore the offerings. The brand
also utilizes social media platforms and influencer partnerships to engage with its target
audience, creating a sense of exclusivity and desirability.
d. Exquisite retail experience
The brand's stores are designed to create a luxurious and inviting ambiance, with
elegant interiors, soft lighting, and pleasant fragrances. The attentive and knowledgeable
staff further enhance the customer experience by providing personalized assistance and
guidance. The fitting rooms are spacious and comfortable, ensuring customers feel
confident and at ease while trying on lingerie. The overall store experience at Victoria's
Secret in Malaysia is designed to make customers feel pampered and special, contributing
to a memorable shopping experience.
e. Customer loyalty program
The brand offers exclusive benefits to loyal customers, such as early access to
sales, special discounts, and personalized offers. The Victoria's Secret Angel Card, a store
credit card, provides additional rewards and incentives for frequent shoppers. These

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 loyalty programs foster a sense of appreciation and exclusivity among customers,
encouraging repeat purchases and establishing long-term relationships with the brand.
3.0 List and describe at least 10 products sell by that company (include picture)

Products Descriptions

Victoria's Secret is known for its fashionable and

practical bras. These bras made the company
renowned. This manufacturer's large range of bras
allows any lady to find the perfect fit and support.
Victoria's Secret's push-up bras are popular. These
bras improve confidence by enhancing cleavage
Bras
and shaping the body.

Victoria's Secret panties are popular. Panties are

ideal for tight-fitting outfits because of their
modest covering and no-show lines. Victoria’s
Secret panties are well-made. Premium textiles are
soft, durable, and comfortable. The panties can
survive frequent washes and retain their form and
Panties
smoothness.

Victoria's Secret sells pajamas, nightgowns,

sleepshirts, and robes. These beautiful pieces
guarantee a restful night's sleep. Victoria's Secret
is known for its luxurious, feminine sleepwear.
The brand's vast selection of sleepwear lets women
relax and feel gorgeous while sleeping.

Sleepwear’s

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 Victoria's Secret's fragrances are captivating.
These intriguing scents, from perfumes to body
mists, let women express their femininity and
create a lasting impression. Victoria's Secret's
"Bombshell" fragrance line is famous. This scent is
meant to stand out. Its confident, alluring aroma
Fragrances
combines exotic florals, vivid fruits, and sensual
musk’s.

Victoria's Secret sells specialty body care products.

Their body scrubs gently exfoliate dead skin cells
and reveal a glowing complexion. The firm also
sells body creams and butters that deeply
moisturize dry areas like elbows and knees.
Victoria's Secret body care products provide a
Body Care long-lasting aroma. The scents last all day on the
skin. This boosts confidence and luxury.

Victoria's Secret has bikinis, one-pieces, and

cover-ups for poolside lounging and beach days.
These swimsuits are flattering and confident.
High-quality materials distinguish Victoria's Secret
swimsuits. The brand uses sturdy, stretchy, and
comfortable fabrics for their swimsuits. Women
Bikinis can discover the right size and cup from the
company. Adjustable straps, underwire support,
and detachable padding provide comfort, support,
and confidence whether swimming or sunbathing
by the pool.

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 Victoria's Secret's activewear line, Victoria Sport,
features stylish and functional athletic apparel.
From sports bras to leggings and tops, these pieces
are crafted with performance-enhancing fabrics,
providing comfort and support during workouts.
One of the key features of Victoria's Secret
activewear is its combination of style and
Activewear
performance. The brand offers a wide range of
workout essentials, including sports bras, leggings,
tops, jackets, and accessories.

Victoria's Secret offers an array of accessories.

These include cosmetic bags, tote bags, wallets,
and keychains, featuring the brand's iconic designs
and adding a touch of luxury to everyday life. One
of the standout accessories offered by Victoria's
Secret is their collection of bags.

Accessories

Victoria's Secret's beauty line features a range of

makeup products, including lipsticks, lip glosses,
eyeshadows, and highlighters. These products
allow individuals to enhance their natural beauty
and create glamorous looks. The brand also offers
a range of makeup products to enhance one's
Beauty Product natural beauty.

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 Victoria's Secret offers curated gift sets that
combine multiple products, such as fragrance sets,
bath and body sets, and lingerie sets. These gift
sets are perfect for special occasions, allowing
individuals to indulge in a complete Victoria's
Secret experience. One of the standout categories
in Victoria's Secret gift sets is their fragrance sets.
Gift Set These sets feature a combination of perfumes,
body mists, and complementary scented products

4.0 List and describe 3 of their competitors.

a) Bath and Body Works

https://www.bathandbodyworks.com.my

Bath & Body Works is a household name around the world, and for good reason. They
provide an extensive selection of body care and fragrance items in a variety of aromas, from
floral to fruity to fresh and even gourmet. Their unique fragrances, such as perfumes, body mists,
and scented lotions, have made them famous. When it comes to fragrance options, Bath & Body
Works is right up there with Victoria's Secret. Because of this selection, shoppers can pick
perfumes that complement their unique personalities. To keep things interesting for customers,

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Bath & Body Works is always releasing new limited-edition perfumes and seasonal collections.
Their fragrance line up is always current since they consider consumer preferences and current
fads. Bath & Body Works' mission is to make high-quality fragrances available to as many
people as possible by selling them at reasonable prices. They frequently provide sales, discounts,
and value packs so that customers may try out several perfumes or buy their favorites at a lower
cost. Customers looking for high-quality scents without breaking the bank would like this price
point.

Bath & Body Works sells not only perfumes, but also a wide variety of other personal
care items like lotions, shower gels, and creams. By combining their chosen fragrance with
complementary body care products, clients can create a unified sensory experience. To enjoy the
aroma more deeply and for longer, consumers can apply the "Cucumber Melon" shower gel, then
the corresponding body lotion, and finally the body mist. In addition, the level of interaction
between the company and its customers across several touchpoints including the internet, social
media, and physical stores. Customers are surveyed, their opinions are sought, and they are even
brought into the fragrance creation process. Bath & Body Works keeps their fragrance selection
trendy by paying attention to client feedback and adapting to their tastes. By doing it this way,
users can create a unique fragrance experience that suits their preferences. Bath & Body Works
competes with Victoria's Secret by offering a broader selection of body care products to
complement its perfumes and by stocking a wider variety of enticing fragrances to appeal to a
wider range of customers.

b) Calvin Klein

https://www.calvinklei
n.com.my

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 They essentially offer the same things as Victoria's Secret. The moniker Calvin Klein
(CK) is ubiquitous in the world of high fashion. The company has been around for well over 50
years, and it sells everything from clothing to perfume to makeup. There are over 4,000 of these
stores across the world, and Malaysia is no exception. The most popular item is their pants,
which are sold to both sexes. Calvin Klein, as was noted before, is involved in nearly every facet
of the vast apparel industry. All the way from helping adults choose the perfect outfit for any
occasion to providing teenagers with a radical new look, CK has you covered. If people want to
update their supply of shoes or hygiene products, they can. They won't have to give it a second
thought before walking into a CK store. This is precisely the market segment where Calvin Klein
dominates Victoria's Secret. People usually visit a CK store in search of a complete wardrobe
makeover. However, they only shop for lingerie for ladies at Victoria's Secret. Although Calvin
Klein entered the lingerie market after becoming well-known in the garment industry, the
company has far more expertise in the lingerie industry than Victoria's Secret has. In 1971, CK
debuted its first collection of lingerie, but Victoria's Secret didn't appear until six years later.
However, CK's roster of lingerie supermodels is the real story here. Victoria's Secret had
Alessandra Ambrosio and Gisele Bündchen, while CK had Kate Moss and Natalia Vodianova
modeling their wares. So, it was a tough struggle on both sides, but Victoria's Secret always
came out on top when pitted against CK's lingerie. But it was before 2016 when things started
going wrong for the once proud. Before 2016, Victoria's Secret had a clear advantage over CK in
the lingerie market. However, that trend has since begun to shift. Victoria's Secret has taken heat
for being too exclusive and slow to change with the times. However, CK maintained its
momentum and appeal by developing new strategies in response to the ever-shifting market.
Victoria's Secret once dominated the lingerie industry, but that changed as attitudes shifted.

In conclusion, both Calvin Klein and Victoria's Secret are well-known names in the
fashion industry, but CK has a wider selection of products and has branched out beyond lingerie.
Victoria's Secret, on the other hand, has traditionally been more dominant in the lingerie sector
due to its early entry into the market and its effective marketing methods. However, shifts in
consumer tastes have threatened Victoria's Secret's hegemony, whereas Calvin Klein has
persisted in its success by adapting to the industry's constant flux.

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 c) Lancôme

http://www.lancome.com.my

While both Lancôme and Victoria's Secret are household names in the cosmetics
industry, their target demographics and product lines couldn't be more different. Instead of being
direct competitors in the same market segment, Lancôme and Victoria's Secret are rivals in the
larger beauty industry. The company's revolutionary skincare solutions, beauty products, and
fragrant options are the result of blending scientific knowledge with a dash of French flair. They
provide a wide variety of perfumes, from classic to cutting-edge, and have acquired a global fan
following due to Lancôme's dedication to quality and luxury compositions. Their perfume line
features an expanded spectrum of aromas, from light and airy to deep and exotic. Perfumes by
Lancôme are known for their high quality and attention to detail, evoking feelings of refinement
and class. Both companies produce a perfume with a scented scent, but they are very different
from one another in terms of their brand identities, fragrance selections, intended consumers, and
approaches to advertising. Lancôme caters to a more refined clientele with a wider selection of
perfumes in a more elegant and sophisticated style, whereas Victoria's Secret concentrates on
seductive and playful aromas that correspond with their brand image.

While Victoria's Secret is most known for their lingerie, the company has also expanded
into the cosmetics industry. The brand's fragrances reflect the company's values by focusing on
alluring and lighthearted aromas. Victoria's Secret markets to a wide range of customers, but
notably young people. Their perfumes tend to include enticing and lively undertones, making
them popular with those who want to smell young and seductive. Lancôme presents itself as an
opulent and refined brand that places a premium on ageless beauty and sophistication in its
advertising and branding. They frequently team up with famous people in order to increase the

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prestige of their perfumes. Victoria's Secret, on the other hand, plays up their image as a young
and enticing label by often showcasing prominent models in their advertising campaigns and
runway events.

In conclusion, while both Lancôme and Victoria's Secret sell fragrances in the fragrance
category, there are considerable differences between the two in terms of their brand identities,
fragrance offers, target audiences, and marketing methods. Lancôme appeals to a more
sophisticated clientele with an emphasis on refinement and class, whereas Victoria's Secret goes
for a wider appeal with a spotlight on sensuality and fun.

5.0 Discuss that competitor’s company promotional strategies.

Victoria's Secret is an iconic name in the fashion industry because of its widespread
popularity as a lingerie and cosmetics business. The corporation has used a variety of marketing
approaches over the years to draw in and keep customers. The Victoria's Secret Fashion Show is
a staple in the company's marketing strategy. The show attracts a lot of media attention and
social media buzz thanks to the breathtaking lingerie designs, famous models, and fascinating
musical performances. By fusing fashion, entertainment, and fantasy, the brand produces an
immersive experience that entices consumers and generates a sense of aspiration. In 2018, for
instance, New York City hosted the Victoria's Secret Fashion Show, which included the likes of
Adriana Lima and Gigi Hadid among other prominent models. The event received extensive
media coverage and raised the brand's profile with its glitzy catwalk, elaborate lingerie designs,
and musical performances, which were seen by millions of people around the world.

Catalogs and look books showcasing Victoria's Secret lingerie and cosmetics are often
released. These periodicals are sold both in-store and online and sent out via mail. The company
successfully promotes its new collections, displays product variety, and encourages clients to
investigate its offers by means of this visual storytelling. The company puts a lot of effort into
creating aesthetically arresting window displays and appealing in-store presentations to reflect
the brand's distinctive and glamorous image. The brand's boutiques are transformed into sensory
experiences that evoke a sense of luxury and desire using gorgeous mannequins, attractive

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lighting, and inventive layouts. These fixtures were placed in highly visible areas to attract
customers passing by. A good illustration of this is the elaborate window displays that Victoria's
Secret uses to promote their newest lingerie lines around Valentine's Day. These eye-catching
displays give shoppers a sense of occasion and encourage them to browse the store further,
which in turn increases revenue and popularity of the brand. Victoria's Secret uses frequent in-
store promotions to boost business. Discounts, buy-one-get-one offers, and freebies may be part
of these limited-time sales promotions. These promotions are meant to create a sense of urgency
and improve the shopping experience for customers, encouraging them to visit the stores more
frequently.

Victoria's Secret also has a robust web business. Through its website, email newsletters,
and various social media outlets, the brand actively interacts with its customers online. Victoria's
Secret successfully taps into the internet marketplace and caters to the desires of a tech-savvy
consumer base by exploiting online promotions such as exclusive discounts and online-only
releases. They've also collaborated with notable figures in the entertainment, fashion, and
influencer industries to great effect. Signature lines and limited-edition collections developed
through partnerships have attracted new customers and fostered a feeling of exclusivity.
Victoria's Secret knows the power of social media and actively engages with notable
personalities on platforms like Instagram and YouTube to increase brand awareness and connect
with new audiences. By forming these alliances, the company can leverage the legitimacy and
authenticity of well-known influencers while also expanding its reach to a younger audience. In
the year 2020, for instance, Victoria's Secret worked with popular YouTuber Emma
Chamberlain. As part of the deal, Chamberlain posted videos to her YouTube account in which
she shopped at Victoria's Secret and modeled some of her favorite lingerie items. Through this
partnership, the company was able to reach Chamberlain's massive fan base, increasing exposure
to an already enthusiastic customer base. The brand's advertising efforts are bolstered by its
partnerships with well-known actors and models. Victoria's Secret capitalizes on the vast
popularity of well-known figures by linking itself with them in order to garner extensive media
coverage. As an illustration, in 2019, Victoria's Secret collaborated with actress and
businesswoman Priyanka Chopra for their "Body by Victoria" campaign. Chopra's self-assured
and uplifting persona was featured in the campaign to attract a wider audience and to ring true
with consumers throughout the world by promoting diversity and inclusion.

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 Victoria's Secret hosts events including store openings, launch parties, and VIP shopping
experiences in order to create unique encounters and increase customer engagement. Customers
can learn more about the company, get autographs from models and other influencers, and shop
limited-edition merchandise at these events. Victoria's Secret builds consumer loyalty through
community building and one-on-one service. Victoria's Secret has used several advertising
campaigns to establish themselves as the go-to destination for lingerie and cosmetics. Victoria's
Secret may need to modify its advertising approaches in the future to keep up with shifting
consumer tastes and market demands.

6.0 Discuss that Victoria’s Secret promotional strategies.

A promotional strategy is a tool used by marketers to increase sales for their business. In
addition to that, promotion can be said to be a form of marketing communication that aims to
spread information and influence the target business market in buying products offered by the
business company. As such, Victoria's Secret is a well-known lingerie and beauty brand that has
used various promotional strategies over the years to create and maintain their brand image and
increase their sales as well. Therefore, the following are some of the promotional strategies used
by Victoria's Secret in their market, including advertising, sales promotion and public relations.

6.1 Advertisement

Victoria's Secret uses their promotional strategy in working with many celebrities and
supermodels for years to promote or advertise their products to the market so that customers are
interested in buying their products because they have taken advantage of their brand's influence,
credibility and skill to advertise to buyers around the world. At the same time, they use this
promotional strategy in marketing their market by using short video advertising and can be found
in the website if they want to find their products.

6.1.1 Video Ads

Victoria's Secret recognizes their power in dominating several social media platforms
such as Instagram, Facebook and Twitter as well as short videos in advertising their products.

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This is because the short video produced is one of their most effective promotional strategies in
advertising their brand due to the growing technological transformation, Victoria's Secret uses
YouTube as a quick and fast advertising in promoting their brand and products to customers with
video content that is very interesting. Therefore, here is one of their short video advertisements
in marketing their business.

https://youtu.be/MvjtKR8uzvM

6.1.2 Website

The marketing done by Victoria's Secret is showing their product collection as well as the
latest collection on their official website platform with some interesting exclusive offers. This is
evident that the website platform they use to advertise and promote their products and brands to
customers. Therefore, here are examples of websites they use to advertise their products.

https://www.victoriassecretbeauty.com.my/

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6.2 Sales Promotion

Victoria's Secret is a brand known to its customers, so this brand has established a loyalty
program called the "Angel Card" that offers exclusive benefits and rewards to its members. As a
result, Victoria's Secret often conducts sales promotions that offer discounts in the form of
vouchers and on their website, free gifts and special offers to its customers and members in order
to incentivize its customers to cultivate loyalty to their brand and products.

6.2.1 Choose 2 tools used by that company.

Among the types and tools used by Victoria's Secret in their sales promotion the first one
is a discount voucher to attract more customers in shopping for their products by offering a 60%
discount price and the second one, they will give free gifts to their customers which is one of the
strategies in further increasing business sales.

6.3 Public Relations

Public relations are a reputation built by public relations practitioners in business to show
a positive relationship with the internal public which consists of groups or individuals who have
a relationship with the organization whether suppliers, distributors, customers, consumers and
investors or the public (Hamdan, 1988). As such, Victoria's Secret has created or obtained
coverage for its customers for free in further strengthening the customer's relationship with their

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business. For example, from a more direct public relations lens the available information will be
used to understand customer satisfaction in order to ensure that customers are happy and any
dissatisfaction can be dealt with quickly.

6.3.1 Choose one tool used by that company.

Victoria's Secret uses social media platforms in conducting their public relations with
customers. This is because this campaign has proven that people can automatically register into
the business. In addition to that, public relations with influencers and models in promoting their
products is also an initiative in establishing relationships with businesses.

https://www.victoriassecretbeauty.com.my/

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REFERENCES

Hitesh Bhasin. (2018, August 28). Marketing strategy of Calvin Klein - Calvin Klein Marketing
strategy. Marketing91. https://www.marketing91.com/marketing-strategy-of-calvin-klein/

Victoria’s Secret vs. competitors : How can The brand regain its splendour? | Lectra. (2021,
February 12). Www.lectra.com. https://www.lectra.com/en/library/victorias-secret-vs-
competitors-how-can-the-brand-regain-its-splendour

Top 7 Victoria’s Secret Competitors in 2021. (n.d.). Whatcompetitors.com.

https://whatcompetitors.com/victorias-secret/

Victoria’s Secret - Overview, News & Competitors | ZoomInfo.com. (n.d.). ZoomInfo.

https://www.zoominfo.com/c/victorias-secret/101826564

Shastri, A. (2022, September 5). Detailed Marketing Strategy of Victoria’s Secret - 2022. IIDE.
https://iide.co/case-studies/marketing-strategy-of-victorias-secret/

Hamdan Adnan. (1988). Basic Concepts of Public Relations. Kuala Lumpur: Dewan Bahasa dan

Library.

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