Cross-Industry Integration Pitch

1. Who Says Luxury Can’t Be For the Masses?
A proposal to integrate Firestone Diamond’s resources with
Limited Brand’s, Victoria’s Secret

2. Luxury For the Masses
VS Overview
largest segment of revenue under their owner, Limited brands
operates over 1000 stores in the US - primarily in malls
top performer for the conglomerate within the lingerie/loungewear industry
has three sections of operations: store, catalogue, and beauty products
over 3.7 billion in annual revenue (2007) with current yearly growth forecasted at 14.80%
Victoria's Secret LLC Company Profile. Rep. Yahoo Finance. Web. <http://biz.yahoo.com/ic/104/104463.html>.

3. Luxury For the Masses
Opportunity
Firestone Diamond
utilize non-moving diamonds to gather diamond dust in high volume
use diamond dust as product design attribute with Victoria’s Secret beauty team
Victoria’s Secret
work with product design team to physically manufacture diamond dust packaging
sell concept as a luxury gift item set, promote for holidays or valentines day

4. Luxury For the Masses
Price Points
firestone diamond must define price point for diamond dust in volume allowing a reasonable end
product to be affordable for existing Victoria’s Secret consumers (average a $15 increase)
Victoria’s Secret Current Price Points
(beauty products)
Sexy Little Things Dream Angels Parfums Intimes
($20-$60) ($30-$60) ($35-$55)

5. Luxury For the Masses
Prototype
prototype based off parfum intemes and a spin off the “sexy little things” label
possibilities for
diamond dust
integrated with
product design

6. Luxury For the Masses
Prototype

7. Luxury For the Masses
Key Points
firestone diamond must validate volume price point assuring ROI
marketing and life cycle strategy must be clear prior to execution
(seasonal, limited edition, etc.)
Additional Possibilities
add personalization touch for value added purchase (i.e. engraving on gift set at
store or via orders placed online)
create a birth stone collection “different color dust” for each birth stone
expansion of diamond dust into other products (lingerie, totes, etc.)