Victoria Secret

Victoria Secret Case Study example
Case Study
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Victoria’s Secret Table of Contents 1. Current target segment: The new brand for men 3 2. Do men consider underwear purchases discretionary? 3 3. Potential target market 4 4. Rationale behind buying from Victoria’s Secret 8 5. Current competitive market 9 6.


Metrics 16 Outcome metric 16 Performance Metric 16 13. Leveraging its brick and mortar store 17 14. Changes expected after the 24 months launch period 17 Works Cited 19 1. Current target segment: The new brand for men The management of Victoria’s secret has come up with the strategy to expand their line of products into the men’s segment. They expect to be equally successful in this segment as they had been in the women’s segment. The underlying idea behind this expansion is to introduce color and style to men’s underwear thereby exploring a market which is tremendously underserved. The new line brand of products targeted towards men will add a new dimension to Victoria’s Secret range of products. Expanding into the new line of men’s undergarment will fetch consumer loyalty to Victoria’s from this segment of customers as well alongside the loyalty of their existing customers. The underlying strategy behind the company’s expansion into the men’s underwear line is to attract new customers. This strategy will help the business to diversify into a segment that is yet to be explored in the US and henceforth in the world. In addition to that, the expansion program will help Victoria’s secret to achieve a wider customer base thereby creating new sources of revenue stream. 2. ...
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