Victoria's Secret Proposal

Topics: Henri Bendel, Victoria's Secret, Limited Brands Pages: 6 (1685 words) Published: December 4, 2012
Formerly called 'The Limited", Limited Brands operates more than 3,700 stores in the United States (Limited Brands Annual Report 2004). Its apparel segment includes The Limited Stores and Express. Its intimate products business, Victoria’s Secret (lingerie stores, catalogs and online business), accounts for more than half of the company's revenues. Its personal care product business includes Bath & Body Works, Henri Bendel (also sells apparel) and White Barn Candle Co. (candles and fragrances).. Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing.Marketing, customer service and selection are at the heart of the company's core competencies. Victoria's Secret focuses heavily on Marketing and new product R&D is emphasized.Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line.The next logical step is for Victoria’s Secret to create a new kind of Rescue Swimsuit that can help women who cannot swim feel more confident and safety because of its improvements.Victoria Secret is an American retailer of women’s wear, beauty products, and lingerie. It is the largest segment of publicly traded limited brands with sales above five billion dollars. It is known for its annual fashion show, the Victoria’s Secret Fashion Show, and for its catalogs, both which involved the top fashion models. Based on this solid foundation, VS Secret will launch of new kind of swimsuit, Rescue Swimsuit, with the goal to create new female customers with their new line of clothing. The new target market chosen for the Rescue Swimsuit clothing line are young, trendy women who cannot swim or afraid of swimming because of unexpected dangerous circumstances. Victoria’s Secret expansion plan is in order to generate more revenue while capturing the same target market with the hope that the new kind of swimsuit, Rescue swimsuit can help them reach a new market and attract new women customers in future years. I. HISTORICAL TIMELINE OF VICTORIA’S SECRET

* London welcomes the first Victoria's Secret full-assortment stores in the U.K. - New Bond Street and Westfield Stratford City * In the Komen Race for the Cure in Columbus, Ohio, Team Limited Brands was 7,873 members strong - the world's largest team in Komen history 2011

* Ranked #1 in Fortune Magazine's Specialty Retail: Apparel category * Chairman & CEO Leslie H. Wexner named Columbus CEO magazine's 'CEO of the Year' and Columbus Monthly magazine's 'Man of the Year' * In the Komen Race for the Cure in Columbus, Ohio, Team Limited Brands was 7,271 members strong - the world's largest team in Komen history 2010

* Ranked #1 in Fortune Magazine's Specialty Retail: Apparel category * Under franchise partnership with M.H. Alshaya, Co. opened first Bath & Body Works stores in the Middle East (first outside North America) * Victoria's Secret PINK reaches $1 billion in sales

* Victoria's Secret PINK enters into partnerships to launch exclusive co-branded collections with Major League Baseball and the National Football League 

* First six Victoria's Secret Travel and Tourism stores debuted in airports and tourist destinations around the world * Victoria's Secret, Bath & Body Works and Henri Bendel launch Facebook pages * Creation of African-American and Latino associate resource groups in Columbus, Ohio and New York, NY home office locations * Henri Bendel opens six stores focused on accessories and giftables * Bath & Body Works wins International Service Excellence Award * Body By Victoria is the biggest bra launch in the history of Victoria's Secret * First Victoria's Secret store opens in Hawaii

* Victoria's...
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