Case Study: Victoria's Secret

Case study: Victoria's Secret Overview The secret of Victoria is one of the world's most famous fashion brands established in the Gulf region in the early 1970s. Originally owned by ambitious Stanford graduate student, he is looking for a comfortable high-end retailer to buy his wife's underwear. Following Victorian style funeral, Raymond's success led him to open the other three places, directory companies and headquarters in a few years.

As of 2010, there are 1,000 Victoria's secret lingerie stores in the United States and 100 Victoria's Secret Beauty Stores. Most of these are in the shopping center. They sell products such as various bra, panties, knitwear, cosmetics, pajamas. Victoria's secret mails over 400 million catalogs each year. Until the beginning of the 21st century, Victoria's secret management decided not to actively expand outside the United States. As the US retail market matures, the continued growth dynamics has changed this decision and spread the secret of Victoria beyond the United States. Victoria's Secret announced that the company is planning to enter Canada in 2010. The company opened 23 stores in Alberta, British Columbia, Manitoba, Ontario, Quebec, Nova Scotia and Saskatchewan in Canada.

On July 10, 2007, Limited Brands, Victoria's secret parent company, sold 75% of the apparel brand Limited Stores and Express to Sun Capital Partners with an emphasis on expanding Victoria's Secret and Bath & Body Works divisions did. Due to the direct impact of this sale, the Limited brand's after-tax loss was $ 42 million. After two years of pressure from environmental groups, Victoria's secret parent company and conservation group agreed to make the catalog of lingerie retailers more environmentally friendly in 2006. This catalog is not created from pulp supplied from Canadian forest reindeer habitat unless it is certified by the Forest Stewardship Council. The catalog is also made of 10% recycled paper

In 1982, the secret of Victoria grew into a catalog of 40 stores with five stores, an annual revenue of $ 6 million. Raymond sold a secret Victorian company to Leslie Wexner, the founder of a limited store located in Columbus, Ohio, for $ 1 million. In 1983, Wexner improved the sales model of Victoria's Secret. He gave up the loss model of selling underwear to male customers and replaced it with a model that focused on female customers. The secret of Victoria has changed to the main force of selling underwear which is widely accepted from "fun than main street". "It is promised that new colors, patterns, and styles are gorgeously gathered sexy and sexy," which means fascinating female buyers. To further enhance this image, Victoria 's secret directory will continue with Raymond' s approach. The headquarters of the company is listed in the directory of fake London address, whose head office is located in Columbus, Ohio. These stores were redesigned to evoke the British in the 19th century