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Victoria’s Secret Mission and Vision Statement Analysis

Victoria’s Secret Mission and Vision Statement Analysis

Victoria's Secret mission statement and vision statement analysis

Introduction

Victoria’s Secret is the leading designer and manufacturer of beauty products and wears for women. The mission and vision statements of this corporation are a reflection of the difference Victoria’s Secret has with other competitors in the industry.

The business model adopted by this company, as led by the mission and vision statements, makes it one of the most dynamic and future-oriented enterprise. A corporate vision statement determines where the business wants to be in the future. In the case of Victoria’s Secret, the vision is all about the developmental path and the memorable experiences it offers its customers.

On the other hand, a mission statement outlines the strategies that business management uses to drive the growth of the company. In this case, Victoria’s Secret emphasizes the life-long relationships with its customers supported by its quality products. The core values at Victoria’s Secret have also been critical in the continued progress of this company since 1977. They work together with the mission and vision statement to create outstanding products and distinguished customer experiences.

Mission Statement

Victoria’s Secret’s mission statement states that “Limited Brands is committed to building a family of the world’s best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders.” The mission statement spells out that set it apart from other players in the industry especially in meeting all the fashion and beauty demands. It specifically emphasizes the experiences the customer gets while they shop with Victoria’s Secret. The statement has the following components:

  1. High-quality products
  2. Improving customer experiences

The first component in this mission statement focusses on the quality of the products that Victoria’s Secret brings to the market. It highlights that the company deals with nothing short of what leaves the customers satisfied and loyal to the brand. In this way, they enjoy their shopping, an experience that gets even better with the wide range of customer-specific services to choose from.

Vision Statement

Victoria’s Secret’s vision statement is “captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders.” The statement re-emphasizes the value the company places on the need to fully satisfy the needs of its customers by ensuring that it remains known for its unique and customer-tailored products and services. The statement comprises of:

  1. Improving lives
  2. Sustained growth for shareholders

Victoria’s Secret has earned a name as a dependable company through its wide variety of products for women. It acknowledges the importance of these in making its customers feel fulfilled and appreciated, contributing to their personal growth. In addition, Victoria’s Secret also maintains its commitment to ensuring that its shareholders also grow at the same rate as the company.

Core Values

Victoria’s Secret’s core values comprise “the customer rules, passion leads success, inclusion makes us stronger, it matters how we play the game.” These are the principles that govern how Victoria’s Secret runs its operations. They ensure everyone understands the place of the customer, together with the practices that drive the company towards its success.

References

Blair-Loy, M., Wharton, A. S., & Goodstein, J. (2011). Exploring the relationship between mission statements and work-life practices in organizations. Organization Studies, 32(3), 427-450.

Braun, S., Wesche, J. S., Frey, D., Weisweiler, S., & Peus, C. (2012). Effectiveness of mission statements in organizations–A review. Journal of Management & Organization, 18(4), 430-444.

Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: what do they say? Organization Development Journal, 29(1).

Hayward, L. M., & Charrette, A. L. (2012). Integrating cultural competence and core values: an international service-learning model. Journal of Physical Therapy Education, 26(1), 78-89.

Hume, M., & Mills, M. (2013). Uncovering Victoria’s Secret: Exploring women’s luxury perceptions of intimate apparel and purchasing behaviour. Journal of Fashion Marketing and Management: An International Journal, 17(4), 460-485.

Kim, B. K., & Zauberman, G. (2013). Can Victoria’s Secret change the future? A subjective time perception account of sexual-cue effects on impatience. Journal of Experimental Psychology: General, 142(2), 328.

Manohar, S. S., & Pandit, S. R. (2014). Core values and beliefs: A study of leading innovative organizations. Journal of Business Ethics, 125(4), 667-680.

Morphew, C. C., & Hartley, M. (2006). Mission statements: A thematic analysis of rhetoric across institutional type. The Journal of Higher Education, 77(3), 456-471.

Sattari, S., Pitt, L. F., & Caruana, A. (2011). How readable are mission statements? An exploratory study. Corporate Communications: An International Journal, 16(4), 282-292.

Victoria’s Secret – Home.

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