Case Study: Victoria's Secret Essay

The retail industry has been highly competitive for many years. JCP, Kohl’s, Macy’s and Sears have been clashing for some time to keep the attention of the avid shopper. It would seem that each company would be on an equal playing field, but according to the strategic group map below, Macy’s is in a group all by itself. Macy’s pricing and number of stores are different for JCP. Macy’s promotes the branding of having high class products that have celebrity names on the tags, which draws the shopper who is attracted to being in the know. The Macy’s customer is willing to pay more for their product because they know that a celebrity made this, which ultimately allows them to connect with their favorite stars. The supplier power is what helps Macy’s stay in a different category than JCP, Kohl’s, and

Victoria's Secret netted $500,000 in its first year of business, enough to back the extension from a home office and distribution center to four new store areas and a mail-request operation. By 1980, Raymond had included two more San Francisco stores at 2246 Union Street and 115 Wisconsin Street. By 1982, the fourth store (still in the San Francisco range) was included at 395 Sutter Street. Victoria's Secret stayed at that 395 Sutter Street area until 1990, when it moved to the bigger Powell Street facing of the Westin St. Francis. In April 1982, Raymond conveyed his twelfth list; every list cost $3 (comparable to $7.36 in 2015). Inventory deals now represented 55% of the organization's $7 million yearly deals. The Victoria's Secret stores

Calculate the unlevered firm value as the present value of the unlevered horizon value and the FCFs at the unlevered cost of equity.

Corporate values are ‘the operating philosophies or principles that guide an internal conduct of the organization and its association with its clients, partners and shareholders’. It is also a fundamental and long-lasting belief that specific mode of conduction highly valued by the organization’s membership’ according to IBM corporate responsibility report (2002, What is the value of company).

To ensure that they continue to provide our customers with advanced fabrics, our design team working closely with their suppliers to incorporate innovative fabrics that meet particular specifications into their product..In addition, to ensure the product quality of our fabric and its authenticity, we test our products using a leading testing facility. We also partner with a leading independent inspection, verification, testing and certification company, which conducts a battery of tests before each season on all of our fabrics across all product lines, testing for a variety of attributes including content, pilling, shrinkage, and color fastness. We collaborate with leading fabric suppliers to develop fabrics that we ultimately trademark for brand recognition whenever possible.

American Eagle Outfitters launched its lingerie sub-brand, Aerie, in 2006 (“Investor Information,” 2014). The market for

I remember the first time I ever stepped foot into a Victoria’s Secret, I was fifteen years old. I was mesmerized by the bright pink and white walls. The signature PINK dogs scattered all over the PINK side of the store. The cosmetics section was sparkling in the distance and the signature fragrances filled the air. I remember the feeling of finally being grown up, here I was shopping for fragrances and bras in the same store that my Mom and Aunt bought theirs at. When you are fifteen there is nothing else in the world that matters more than feeling grown up, you are no longer a kid and there is a whole new world for you to explore. Talking to women, most have the same first experience at the store, in fact it is nearly the closest thing to magic some young girls will experience in this era of their lives. This unfortunately, is not going to be about that coming of age experience this paper is a whole lot deeper than any fifteen year old girl buying her first grown up bra could ever imagine. Victoria’s Secret a common name in households with women from young adulthood to mature womanhood. What is Victoria’s actual “secret” you may ask? That would be a whole behind the scenes world of global fair trade issues and sweatshops.

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

Victoria’s Secret goal is to increase its profits by 10% and also to maintain and gain customers’ loyalty and their satisfaction. Company’s main goal is to maintain existing customers and gain new ones. Victoria’s Secret is very profitable and well-known brand all over the world and especially in US. Therefore, by launching this new line, Victoria’s Secret does not necessarily aims for enormous increase in profitability but increase in customer-company relationships.

One of the most successful clothing brands in the world, Polo Ralph Lauren has built its success around more than just its line of luxurious designer clothes, but the company is one of the top marketing designers also. It was awarded “ Luxury Brand of the Year” in 2010 by the Luxury Daily. A company that was founded by a man named Ralph Lifchitz, better known as Ralph Lauren of the Bronx, New York in 1968. Since the age of 12, Lauren’s had a strong appeal and taste for looking classy. He would spend the money he earned working with his father after school, purchasing expensive suites. In his latter years, while working for a company called A. Rivetz & Co., Lauren began designing wide ties, the beginning of what latter evolved into the

Basics: not intersted in fashion with being 20% of all viewers and 45% being female.

Victoria Secret appears to be a profitable company. Victoria Secret is part of L Brands whose operating income was at $ 211 million, up by $24 million from the last quarter. Specifically at Victoria's Secret, sales increased by 4% to reach 5.4 billion but operating income decreased by 6% to 1.71 billion. It appears that Victoria Secret's major expense was their Cost of Goods Sold, COGS, which totaled at 1.3144 billion. The gross profit percentage as at February 2013 was 47.87% (NASDAQ, 2014).

The Fashion Channel (TFC), founded in 1996, is a successful cable TV network dedicated to all things fashion. Although quite young compared to other TV networks, TFC has experienced steady growth and in 2006 forecasted its revenue at $310.6 million. TFC operates primarily as a niche network, focused solely on fashion and fashion related programming, but still manages to reach almost 80 million US households that subscribe to cable and satellite television. To date TFC has been able to experience growth in spite of having no clear segmentation, branding, or positioning strategy. Dana Wheeler, a recent hire as TFC’s Senior VP of marketing, was tasked to fix this.

Victoria's Secret has a stronghold on the lingerie market. Its store sales this year brought in over $6.1 billion, Even so, some are saying that Victoria's Secret's explosive success might start tumbling because of the paramount demographic of millennials and their changing attitudes. Research analyst Nikki Baird of research firm RSR explained in Forbes how many retailers are trying to cater to millennials to save themselves, but millennials' preferences may not fall in line with what Victoria's Secret stands for. The lingerie industry is going through enormous changes. Thin, models have been replaced by body types that more similar to the everyday

The history of Burberry started in 1856 by dress maker Thomas Burberry. His store had developed a reputation for selling a quality range of outerwear By 1870 and the success of Burberry was accelerated with the invention of innovative fabric ‘gabardine’ in 1880