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Apparently, You Can Be Too Sexy

Apparently, You Can Be Too Sexy. By Amy Merrick February 29, 2008. Victoria’s Secret is:. A merchandiser of lingerie, perfumes, and other various clothing and beauty products aimed at women of all ages. At the Start:.

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Apparently, You Can Be Too Sexy

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  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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