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Scandal in Burkina Faso

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Submitted By 3ali10
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Scandal in Burkina Faso
• In late 2011 people discovered source of some of Limited Brand’s imported cotton• Cotton specifically used in Victoria’s Secret
• Came from impoverished cotton farms– Child labor– Abuse– Unpaid workers cotton used in many of Victoria's Secret's products is actually produced by a company that largely relies on forced child laborers. The report follows the heartbreaking story of 13-year-old Clarisse, who works at a Burkina Faso farm that supplies much of Victoria's Secret's cotton. * Issues: Seen in a bad light due to the child slave labor * Bad publicity to their name * Unethical company * Oppurtunities: Support Fair Trade * Raise money and awareness for child practices * Become more involved with the Fair Trade Federation * Visit, fix, support the farms they buy from to assure proper environmental health, safety, and labor standards *

Digital Strategies
• VictoriasSecret.com- offers, deals, organized- VS ALL Access
• Email Marketing- new product= email blast customers
• Mobile Marketing- apps for iPhone, iPad, Android phones
• TV/ Radio Ads- popular super bowl ads- Thefuture.fm- Victoria’s Secret Fashion Show
•Victoria’s Secret Catalogue– Direct marketing approach– $220 million a year is spent on the catalogs sent to customers homes

Major Strengths
• Market Leader
• Extremely good atadvertising– E-mails, TV commercials,Fashion Shows, Facebook,Twitter, etc. ($66 million peryear)– Traditional and DigitalMarketing
• vast number of stores
• Very few competitors, all of which are less successful
• Multiple Sales Channels

Major Weaknesses
• Parental view of Victoria’s Secret– Many people think Victoria’sSecret is wrongfully exposing preteens to “adult items”– “Bright Young Things”?
• Unable to expand their targetmarket; very specific market

Citations: 1. http://www.bloomberg.com/news/2012-01-13/child-labor-for-fair-trade-cotton-probed-by-u-s-investigators.html

2. http://www.huffingtonpost.com/jennifer-siebel-newsom/the-danger-in-victorias-secrets-marketing_b_3024702.html

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