Interior Design - CS - FDA

VICTORIA’S SECRET - CASE STUDY

By: Latinas

TEAM GROUP: Carolina Jaén Stephanie Camaño Francesca Ponticelli Maria Luiza Giugni

History Victoria’s Secret is an American designer, manufacturer, and marketer of women’s lingerie, womenswear, and beauty products. Founded in 1977 as a response to packaged underwear, which the company’s founder considered to be “ugly, floral-print nylon nightgowns”, the company is now the largest American retailer of women’s lingerie. Victoria’s Secret was founded by Roy Raymond, and his wife Gaye Raymond, in San Francisco, California, on June 12, 1977. Eight years prior to founding Victoria’s Secret, in the late 1960s, Raymond was embarrassed when purchasing lingerie for his wife at a department store.

Raymond picked the name “Victoria” after Queen Victoria of the United Kingdom to associate with the refinement of the Victorian era. The “Secret” was what was hidden underneath the clothes. The “angels” comes from his wife being in a sorority where their mascot was an angel.

Logo

The minimalistic Victoria Secret logo has undergone a lot of transformations.

The earlier versions have a retro feel, while today the wordmark has a more utilitarian look.

The basic logotype is a simple wordmark in black on the white background.

All the letters in the serif typeface are capitalized, yet the initials are slightly higher than all the other letters. In addition to the primary logo, a variety of other symbols are used, including the monogram, patterns, and logotypes for the company’s sub-brands.

In the 2000s, the company used a customized version of the Trajan font from Adobe (created by Carol Twombly in 1989). Later, the brand switched to the Bell typeface from Monotype, which was also modified.

Say “Victoria’s Secret” and everyone will think “pink”. However, it’s not the only color associated with the brand. Black is also used extensively, to make the main color look more refined. White is often used either for the background, or as an accent color.

Target Market • Demographic: Middle Class Women (aged 2040), Pink targets Teens (15-22) • Geographic: More than 1200 stores in the US, UK and Canada. Takes order globally through its website.

• Psychographic: Good quality lingerie boosts confidence. Celebrity-like feeling.

Direct Marketing Strategy • Catalog Business: Browse and shop for lingerie at comfort and privacy, telephone orders 24 hours a day and testing products offerings.

• Super Model Fashion Shows • Television Commercial: For example, commercials at the Superbowl.

• Victoria’s Secret Angels

Brand Products - Lingerie • Lingerie at comfort and privacy • You can find different styles : Thong, v-string,hipster ,bikini, cheekster,seamless • Show sexy and confident styles for woman

Brand Products - Fragances The beauty line is composed of fragrances, make-up, accessories, lotions, and other bath and body products .

The main line they sell in florence include the line Bombshell.

Store Location Via dei Calzaiuoli, 102 - Firenze

Via dei Calzaiuoli

Via dei Corsi

Window Display

• Opposite to most stores, there are two symmetric doors on the side and a window in the middle. • The two doors have a display for fragrances, not turned to the window, but as if it created a corridor onto the store.

Window Display • The window display is a just a centralized big banner (easily changed). The banner creates the barrier between the outside and the store. • The name of the brand is easily spotted on the signature neon pink with a black background. Very characteristic of the brand.

Victoria’s Secret Around the World

In-Store

Interior • COLORS: All walls are black and shelves/ totems are shinny black lacquer.

The floor is made of black and white stone disposed geometrically.

The ceiling is dark grey with classical ornaments.

Interior • DECOR: There are two big classical chandeliers, that work on the same style as the ceiling.

Also some pictures of the famous Victoria’s Secret angels in black and white with classical frames.

Interior • ORGANIZATION: the store is divided in two sections: 1) accessories and panties; 2) beauty products and fragrances.

• The panties are displayed on a center furniture and on shelves with cute mannequins, clearly not the main product of the store.

On the other hand, the beauty product and fragrances are displayed on illuminated shelves at eye height.

• All products are easily accessible.

Schematic Plan

Mixed

Circulation

Platinium, gold, silver and bronze area Bronze Zone

Silver Zone

Gold Zone

100cm

260cm

160cm

Arena Principle

Arena Principle Top Zone

Information purposes

Middle Zone

Merchandise theme

Bottom Zone

Large quantities of merchandise

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Victoria Secret SUPPORT SYSTEM Gondolas support.

The use of Gondolas in the shop helps to store the lingerie and pick your sizes down the drawers.

Victoria Secret

SUPPORT SYSTEM

Horizontal support.

Display a lot of items in a horizontal way , using shelves usually when they have a lot of stuff to show.

Victoria Secret SUPPORT SYSTEM Surface support.

Combines vertical , horizontal solutions on a surface, we can see that they use it mostly to show the fragances and to distinguish body lotions ,perfumes and accesories.

THANK YOU!