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Victoria's Secret: Navigating the Lingerie Market and Redefining 'Sexy'

Victoria's Secret, a leading lingerie and beauty brand, was purchased by Limited Corporate in 1982, starting with just four stores. With a market worth $10 billion, they generate $5 billion in net worth across 1,020 locations. Facing challenges like an 8% sales drop and a 12% net income decline, Victoria's Secret is rethinking its strategy to attract various age groups, including teenagers with its PINK brand while maintaining appeal to professional women. The brand aims to recover through expansion and renovation, focusing on profitability.

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Victoria's Secret: Navigating the Lingerie Market and Redefining 'Sexy'

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Presentation Transcript

  1. Apparently, You Can Be Too Sexy By Amy Merrick February 29, 2008

  2. Victoria’s Secret is: A merchandiser of lingerie, perfumes, and other various clothing and beauty products aimed at women of all ages.

  3. At the Start: • Victoria’s Secret was bought by Limited Corporate of Columbus, Ohio in 1982 • It started with just four stores and a catalogue

  4. Now • Industry: • Lingerie industry is worth a total of $10 billion • Victoria’s Secret • $5 billion net worth • 1020 store locations • CEO is Sharen Jester Turney

  5. Sharen Jester Turney

  6. PINK Takes Over • PINK Brand started in 2002 • It is aimed towards teenagers and young adults. • PINK Brand had an estimated $900 million sales in 2007

  7. Money Issues: • Sales for stores that have been in operation for more than a year dropped 8% • Victoria’s Secret reported 12% decline in net income for fourth fiscal quarter • Standard and Poor’s placed Limited Corporate credit ratings on review for potential downgrade

  8. Wrong Kind of Sexy • Sexy vs. “Too Sexy” • Trashy? • Youth aimed

  9. Competition • Other: • American Eagle-Aerie • Abercrombie & Fitch – Gilly Hicks • Fredericks of Hollywood • Department Stores • Target • JCPenney • Khol’s Corporate

  10. Time for Change: • Victoria’s Secret wants to aim at various age groups • Higher priced merchandise for professional women • Lower priced items aimed at teens and young adults

  11. Plan For Improvement: • Expansion Program • Last fall: • opened 23 stores • refurbished 73 stores • This spring: • open 31 stores • remodel 45 stores

  12. Final Goal Increase Profit!!!!

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