個案資料
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Victoria’s Secret: Fall of the Angels
內容大綱
US-based lingerie retailer Victoria’s Secret Stores Brand Management, LLC (Victoria’s Secret) was started by a man who had been embarrassed to shop for lingerie for his wife and aimed to make the lingerie purchasing experience more comfortable for men. In 2020, after struggling to adapt to changing consumer habits and tastes and suffering from decreasing quality in its products and increasing competition from online retailers, the company faced a final blow from the effects of the COVID-19 pandemic. Revenue streams were drying up, stores were closing, and the company was struggling with a tarnished image resulting from its links to the Jeffrey Epstein scandal. Its parent company’s top management team and board of directors now faced a critical decision: Should they attempt to repair Victoria’s Secret’s brand image and fight to strengthen sales, sell the Victoria’s Secret brand, or spin off the brand?
學習目標
This case can be used in marketing, strategy, and/or innovation courses or modules at the undergraduate and graduate level. After working through the case and assignment questions, students will be able to do the following:<li><ul>Analyze and understand the differences between several start-ups and the dominant brand in a sector, including their strategies, business models, successes, and failures.</li><li>Understand the challenges entrepreneurial teams face concerning their daily operations and growth when starting new ventures and explain the importance of continuous innovation.</li><li>Perform an environmental, industry-level, and firm-level analysis and explain how the findings should affect firm strategy.</li><li>Analyze the effects of negative marketing on brand image and customer loyalty and explain how these negative effects can be remedied.</li><li>Examine several strategic choices and develop arguments to support which options are best for Victoria’s Secret at this point.</li></ul>