VICTORIA'S SECRET // CAMPAIGN TO LAUNCH STORES IN FRANCE

STRATEGIC RECOMMENDATION VICTORIA�S SECRET SHOP GRAND OPENING

By DRAPER AGENCY

MARKETING RESEARCH

VICTORIA�S SECRET Intern analysis and his DNA

A GLAMOUROUS AND

CREATIVE BRAND

VICTORIA�S SECRET ANGELS

A BIG NAME

A WELL KNOWED BRAND

A TRUSTWORTHY BRAND

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

MEN

CONSTANT INNOVATION A LINGERIE PEEK

LEADER IN EUROPE

VICTORIA�S SECRET Extern analysis : Threat

COMPETITION

UNKNOWN BRAND

A DECREASING MARKET MODELS PERCEPTION

MADE IN FRANCE

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

Sexy Lingerie

Top of the range

Lingerie T

Practical Lingerie

Low-cost Lingerie

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

For the gentlemen

Does lingerie and seduction fits well?? a different view for man and woman!

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 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


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


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


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

Facebook Contest


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 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


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


Journalist implication

Most influent bloggers


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

Free daily press •  20 minutes •  Metro •  Direct matin/soir •  A nous paris


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 Retro planning

By DRAPER AGENCY

THANK YOU FOR YOUR ATTENTION

VICTORIA'S SECRET // CAMPAIGN TO LAUNCH STORES IN FRANCE

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