Victoria Secret Strategy

As the leading specialty retailer of lingerie and beauty products, Victoria's Secret is dominating the world with modern, fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. Their lifestyle is sophisticated, sexy, modern, and feminine and loaded with attitude. It has virtually no competitors in the women's elegant lingerie market.

By looking at the table on the screen, as of January, 2011, Victoria's Secret generates more than $4 billion in sales a year. It is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits.

Here's another table from the limited brand website. Compared to other firms such as Bath and body works, the VS's profit is even twice as many as Bath and body works.

To sum up, some strategies to make Victoria's Secret successful are: high quality, supermodels, annual fashion shows, catalogue, and store front.

Currently, Victoria's Secret is expanding their business. In 2012 they will open their first location in the United Kingdom.

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