Victoria's Secret Mission Statement | Vision | Core Values | Strategy (2024 Analysis)

Company: Victoria’s Secret
CEO: Martin Waters
Year founded: 1977
Headquarter: Ohio, US
Number of Employees: 30,000
Type: Public
Ticker Symbol: VSCO
Market Cap (August 2021): $3.44 B
Annual Revenue (2022): $6.79 Billion
Profit | Net income (2022): $646.4 million

Did you know? Victoria Secret brand started with a popular catalog and annual fashion shows before it gained popularity.

Victoria’s Secret is the most prominent intimate specialty retailer offering an assortment of fashion-inspired, modern collections in the world. The brand offers everything from signature bras, lingerie, and casual sleepwear to athleisure and fragrances.

Also, the company excels at producing award-winning, world-class prestige body care and fragrances. Founded in 1977 with just one store in Palo Alto, California, the company now owns more than 1350 stores across the globe. Predominantly, Victoria’s Secret has a female workforce with more than 30,000 skilled and professional female workers.

It is the only leading company that works with the largest crew of female specialty-trained bra fitting professionals worldwide. The company inspires women across the world with the best products that elevate their experience and journey while establishing lifelong relationships. Victoria’s Secret is best known for advocating for inspiring positive change.

Victoria’s Secret makes annual revenue of $6.79B.

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Victoria’s Secret Mission Statement

“We don’t just sell products… we inspire customers around the world with products and experiences that support them on their journey.”

Victoria’s Secret doesn’t mention an explicit mission statement, but the objectives demonstrate the future goals the company is all set to achieve. The goal is to inspire the world with its exclusive and high-quality products that set it apart from industry players. These are some components of the largest intimate specialty retailer’s mission statement.

Manufacturing High-quality Products

The first aspect of Victoria’s Secret mission statement shows its commitment to becoming a brand for all. The retailer has always made sure to meet all beauty and fashion demands. It precisely emphasizes the experience the customers get while shopping with Victoria’s Secret.

With an unwavering commitment to its purpose and people, the company brings its whole self to work.

Inculcating Innovation and Creativity

Innovation and creativity are the brand’s underlying goals, and it reflects these in its mission statement and purpose. The company considers itself a community of passionate, smart, and committed people whose innovation, competency, and creativity serve as fuel to effectively make the best products.

Such qualities of Victoria’s Secret workforce help it retain a reputation as recognized apparel, lingerie, and beauty brand. The company aims to provide experiences and products that can address customers’ issues related to personal care and champion and uplift consumers at all stages of life.

Gaining Global Recognition

The intimate specialty retailer also strives to make an impact on the world with its highly competent and skilled global team. Victoria’s Secret has over 30,000 associates working in distribution centers, home offices, and stores. The company is continuously expanding, intending to become the most sought-after company in the world. It fosters an inclusive culture to allow its team to progress and bring diversity.

Improving Customer Experience

Improving customer experience is another critical component of Victoria’s Secret’s comprehensive mission statement. The company has been focusing on manufacturing premium quality products since the beginning.

The mission statement signifies this aspect as a vital part of Victoria’s Secret’s goals. This is the reason the best lingerie and beauty product retailer ensures customer satisfaction that impacts consumers’ trust, association, and loyalty to the brand.

Victoria’s Secret provides a unique experience to all customers to help them enjoy a variety of customer-specific services.

Victoria’s Secret Corporate Responsibility Goals

“We are committed to doing well for our associates, customers, and our communities all across the world. We are stewards of the environment and making positive strides for better business practices.”

Victoria’s Secret has always been a socially responsible brand that is committed to not only benefitting customers but also communities. With its dedication to improving every day, the brand creates experiences to deliver progressive and sustained growth and drive long-term loyalty for consumers and shareholders.

The corporate responsibility goals re-emphasize the value of fully satisfying customers’ needs by making sure it remains popular for customer-tailored and unique products.

Its corporate responsibility goals include the following elements:

Improving Communities

Victoria’s Secret takes pride in being one of the most responsible brands and retailers. The goal showcases Victoria’s Secret’s dedication to creating services that can improve people’s lives and communities in the long run.

Sustained growth for Stakeholders

Victoria’s Secret is a dependable brand with a wide variety of items for women. It identifies the importance of making the customers feel happy, satisfied, appreciated, and fulfilled by helping them grow.

It doesn’t end here as the world’s leading brand demonstrates its commitment to providing benefit to its shareholders.

Victoria’s Secret Core Values

Victoria’s Secret believes in creating or shaping a future that fosters and advances a happy, inclusive, and healthy culture. Therefore, the core values of a leading brand are based on passion, customer rules, and inclusion and diversity.

For Victoria’s Secret, passion drives motivation and leads to success for the workforce. It inspires teams to do their best and deliver 100 percent productivity. Inclusion and diversity make the brand stronger and contribute to its performance in the market.

By cultivating these values in its practices, Victoria’s Secret partners with associates and customers to truly make a difference in communities.

The principles govern the culture and practices of Victoria’s Secret and guide its workforce to run operations effectively. The brand ensures all employees value the customer and align their practices with the company’s culture to drive towards success.

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