victoria’s secret Spa
table of content 3 4
Company overview Consumer Profile place Product Promotion Promotion[media] Price People
fasm 215 prof. jonevski
5 7 9 11 13 15
Company overview Today, when a man goes to purchase lingerie for his significant other, it can sometimes arouse a raised brow from sales associates, as well as fellow shoppers. Now, imagine a man attempting to purchase lingerie in the 1970’s, receiving a raised brow and suspecting glare at an even harsher degree. It was from these disconcerting gazes and the feeling of embarrassment that ensued that Roy Raymond came up with the idea for a new type of lingerie store. This store would welcome both sexes and aim to make people feel more comfortable with buying lingerie, it would be called Victoria’s Secret. With $80,000 of savings and loans from family, Victoria’s Secret officially launched in 1977, with its name deriving from the Victorian era and the secrets that were held within that period. Raymond envisioned a store resembling a Victorian boudoir, rich with dark wood, oriental rugs, silk drapery, and an atmosphere that would make men feel comfortable upon entering rather than perverted. In 1982, Raymond sold Victoria’s Secret to Leslie Wexner, creator of Limited Brands, who took the concept of selling sexy lingerie in a storefront that welcomed men and aimed the company towards women. After all, the sexual revolution for women had just broken ground, with birth control hitting the market in the 1960’s. This company revamp proved to be highly successful and it was from there that sexy lingerie became mainstream. Fast forward to 2017, Victoria’s Secret is the number one specialty retailer of women’s intimate apparel in North America and operates 1,100
locations in the United States, 45 in Canada, 14 in London and nearly 370 Victoria’s Secret Beauty and Accessory Stores operated by partners. Victoria’s Secret products are sold at hundreds of partner locations in over 80 countries. Financially, the company is a top performer among L Brands’ retail businesses, with revenues that peaked in 2016 at $7.67 billion. Overall, Victoria’s Secret has grown to become a household name and a brand that women feel comfortable with.
Consumer Profile The everyday activities of life can be quite burdensome to manage and every now and then we all need time to escape and relax in a safe haven. Like an answer to our prayers, the Victoria’s Secret Spa was formed to act as the ultimate safe haven for exactly that purpose. Our consumer is a female urban dweller, aged between 20-50, looking for a spa getaway for an hour or even a whole day. She comes to Victoria’s Secret for all her intimate apparel needs and trusts in the brand to give her a luxurious spa retreat. Our consumer revels in the opportunity to be treated like a Victoria’s Secret angel and aligns with the brand’s attitude of empowering women and promoting body confidence. She works hard and knows exactly what she wants and when it comes to a day of relaxation her first choice is the Victoria’s Secret Spa.
place
place For the Victoria’s Secret Spa, our aim is to have two sought after locations, one in New York City and Los Angeles. We chose these locations based upon their dense local and tourist populations, which we feel would add a lot of foot traffic to the spa.
Minh Dinh
Product
Product Welcome to the Victoria’s Secret Spa, your own personal slice of heaven catering to all your relaxation desires. The amenities of our spa include a sauna, heated lap pool, a relaxation zen room, massage rooms, nail salon, and a yoga studio. We also sell specialty soaps, select beauty products, and custom luxury robes to truly pamper your inner angel. You’ll leave the Victoria’s Secret Spa feeling relaxed, rejuvenated and ready to grace the world with your angelic presence.
Promotion New York City and Los Angeles are the ultimate tourist destinations so we are confident in news of our spa circulating via word of mouth. However, to add to the hype, we plan on taking advantage of social media outlets such as Instagram, Facebook, Snapchat, Twitter, and use of email blasts. These outlets will highlight deals and promotions the spa may offer as well as adding to the hype of the Victoria’s Secret Spa.
Promotion
Promotion[media]
Promotion[media]
Price Monthly membership Including unlimited use of the sauna, lap pool, yoga studio, relaxation zen room, 20% off massages & nail salon: $750 Massages Simply Angel Massage: $175/hour Heavenly Deep Tissue Massage: $200/hour Holy Hot Stones Massage: $215/hour Swedish Angel Massage: $250/hour Nail Gels: $65 Regular polish: $45 Yoga classes Drop in class: $45 Monthly membership: $175
Price
People
Our staff at the Victoria’s Secret Spa aims to cater to your every need and create the ideal relaxation environment. Any questions or concerns you may have about your spa day can be answered by our concierge who are on call 24/7. The brand ambassadors for the Victoria’s Secret Spa are the upcoming Victoria’s Secret angels who are still working on earning their wings to one day walk the Victoria’s Secret Fashion Show.
People
Megan Williams
Xiao Wen Ju
Lameka Fox
group members
glow rivera-casanova anastasia tucker paige wales kelly murphy
@glowrivera @tucker.anastasia @paige.wales
collaboration Minh Dinh