Marketing Strategy Victoria Secret Essay

Victorias Secret was started in San Francisco, California, in 1977 by Roy Raymond who was Business alumnus of Tufts University and Stanford Graduate School. He felt chagrined trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping focalise in Palo Alto, and quickly followed it with a mail-order catalog and three other stores. With this store he hoped that it could create a comfortable environment for men, with wood-paneled walls, Victorian details and cooperative gross sales staff.Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back rooms. In 1982, after five years of operation, Roy Raymond sold the Victorias Secret Company, with its six stores and 42-page catalogue, grossing $6 gazillion per year, to Leslie W exner, creator of The Limited, for $4 million. The Limited kept the personalized image of Victorias Secret intact.Victorias Secret was rapidly expanded into the U. S. malls throughout the 1980s. The company was able to vend a widened range of products, such as shoes, evening wear, and perfumes, with its mail catalog issued eighter from Decatur times annually. By the early 1990s, Victorias Secret had become the largest American lingerie seller, topping one billion dollars. However, The Company gained notoriety in the early 1990s after it began to usesupermodelsin its advertising and demeanor shows. Throughout the past decade, it has turned down celebrity models and endorsements.Current business At present, Victorias Secret is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits. More than 1000 Victorias Secret retail stores are open in the United States. Products are also available through the catalogue and online business, Victorias Secret Dire ct, with sales of approximately $6000 million in 2010. Victorias Secret is known for its annual fashion show, the Victorias Secret Fashion Show, and for its catalogs, both of which feature top fashion models. II Executive summary (NG? C)In 2012, Victoria Secrets goals are to increase 10% in revenue and 13% in mart share. To achieve those, the marketing plan will be divided into 4 quarters with a clear division of labor for each department. Every flock in company from management to employees will perform each mission separately in order to helps achieve the best returns.