Lingerie Market Compition in France

1. Victoria’s secret
• $1.1 billion in revenues in 2015
• IBISWorld analysts put Victoria’s Secret share of the entire
lingerie market at 61.8%.
• Operates mainly in the lingerie, swimwear and bridal stores
industry.
• Wide product range: Bras, panties, sleepwear, cosmetics.
http://fortune.com/2016/03/07/victorias-secret-competitors/

2. Marketing strategy of Victoria’s secret
• Target market
• Middle class woman, or a man shopping for a middle
class woman
• Signing relatable supermodels, such as Tyra Banks,
Heidi Klum, and Karolina Kurkova
• Victoria’s secret Angels are the value proposition of
the company
• Social media marketing
• 2nd most popular retail store on Facebook
• 18th most popular brand on Facebook
• 18.5 million fans

3. • Email marketing
• “Email blast” of new products and sales
• Mobile marketing
• Application for Android, IPhone, IPad, and Ipod
• They also use texts alerts that are sent directly to a customer’s
cell phone
• Victoria’s Secret Fashion Show
• Victoria’s Secret holds a fashion show every year, broadcasted
on CBS
• 17 fashion shows have been held
• The fashion show typically has a $12 million budget
• TV commercials
• Coupons
• Online deals

4. Calzedonia group’s Intimissimi
• The brand has become the market leader in underwear in
Europe since its creation in 1996
• In 2007, this partnership has been expanded to sell Intimissimi
in 240 Victoria's Secret stores
• There are 1200 stores in 31 countries, 500 in Italy alone
‘The Italian Victoria’s Secret’: Meet Intimissimi Lingerie
Source:http://www.thelingerieaddict.com/2015/03/introducing-intimissimi-italian-lingerie.html

5. Products offered:
• BRAS
• KNICKERS
• BASIC
• BRIDAL COLLECTION
• SPORT COLLECTION
• LINGERIE
• CLOTHING
• NIGHTWEAR
• ACCESSORIES
Fashion
products
Fashion
Basic
products
Basic
Products
IncreasingRisk
Intimissimi is focusing on the low and
medium risk categories.

6. Markerting strategy of Intimissimi
• Target Market
• Men and women between the ages of 15 and 50 with moderate income
• rational and savvy shopper looking contemporary and sophisticated products
• Value proposition
• Romantic, sensual, simple but sophisticated, contemporary products with
attention to details
• Huge mass media comunicaton
• Well-known photographers, models (Irina Shayk) and celebrities
(Monica Bellucci)
• Off-line communication in magazines (like Marie Claire and Flair)

7. • Billboards along city main streets, PR
and video commercial advertising
• At the point-of-sale they use
promotional in-store images, product
catalogues, flyers and posters.
• ECO – Campaign
• Trade old bra and receive 3€ discount on
new one
• Review section on Facebook for
continuous feedback

8. La Perla
• La Perla was the fifth largest
textile company in Italy.
• According to Il Sole 24 Ore, La
Perla archived 2015 with a
revenue growth of over 25% to
150 million euro

9. Fashion
products
Fashion
Basic
products
Basic
Products
IncreasingRisk
La Perla products are mostly situated in the
medium risk segment.
• Products offered:
• Underwear
• Homewear
• Beachwear
• Nightwear
• Shapewear
• Men’s wear
• Few accessories
• Ready to wear
• Cosmetics

10. Marketing strategies of La Perla
• Target Market
• Main target is females but, they also have a small line dedicated to men
• La Perla is heavily focused on the female target, which can be
described as:
• Sophisticated, cosmopolitan, business women
• Medium/High to high income
• Around 30 to 55 years old
• Secure women, who love their body enough to spend as much as 190 € for a
bra and intend to show it off

11. • La Perla is sold through a chain of mono-brand stores, either
company-owned or in franchising
• La Perla in specialty outlets and duty-free shops around the world
• The mono-brand stores create a brand image
• Multi-brand stores generate sales
• There are no signs of advertising in magazines and billboards
• Indirect communication through magzines
• Online marketing via social media and official website