Strengths Of Victoria Secret

Victoria’s Secret is a retail store, which offers a wide range of lingerie, beauty products, clothes and accessories. Victoria’s Secret is owned and run by the Limited Brands Company. It accounts for more than 50% of Limited Brands’ corporate profits. Victoria’s Secret owns more than 1000 stores all over the United States. It is the most popular brand of lingerie in the US.

In addition, their customers are sophisticated, confident people who seek not only trendy clothing, but also the best product available.

In her interview with Motto, Victoria’s Secret Model Erin Heatherton admitted, “My last two Victoria 's Secret shows, I was told I had to lose weight. I remember staring at my food and thinking maybe I should just not eat.” Erin, like many, was pressured by Victoria’s Secret and societal standards to get a near perfect body image. Stores and their advertisements influence how humans behave, see themselves, and think of other people. Stores can affect consumers in negative and positive ways. Victoria’s Secret, known for its quality lingerie, has also branched off into perfumes, apparel, and lotions. Their audience encompasses mainly ranging from preteen to middle aged ladies. Many of their target audience members are easily influenced by Victoria’s Secret’s advertisement strategies and sales. Victoria’s Secret at the Empire Mall in Sioux Falls attracts customers with elaborate displays, and periodic sales and erases identity by creating a false sense of normalcy.

paved the way for women’s fashion. Claiborne’s arrival came at a time where women were heading into the workplace in large numbers. Her company created affordable business apparel for women that showed not only strength, but femininity. In 1990 she became the largest women’s apparel maker in the country with $1.4 billion in sales. Established in 1976, the company had $2.6 million in sales in its first year.

Karlie Kloss was just 15 when she appeared on a cover for Teen Vogue. From there, she was sought out by brands like Calvin Klein, Gucci, Valentino, and Chloé to prance their clothes along a white-glazed runway in Paris. The rest is well…Victoria’s Secret.

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Founded in 1954, Ann Taylor was designed as a “wardrobe source from busy socially upscale women” (Assenza, Eisner, & Kuperman, 2009, pg. 2-4). By 1994 the Ann Taylor Company ventured into the New York stock exchange launching into the “mail catalog business, fragrance line and free standing shoe stores positioned to supplement the Ann Taylor Store” (Assenza et al., 2009, pg. 2-4). By 1995 the company decided to end the mail order attempt and launch a new branch called the Ann Taylor LOFT that focused on lower priced apparel. The LOFT stores focused on a different market and were located in discount outlet malls and were eventually moved to the Ann Taylor Factory. This Ann Taylor Factory approached was a strategy offered “customers direct

Later he did the same for The Wild Party and Annie Hall. Ever since then the company has been making more of a name for its self and has grown to be loved by many. In recent years Lauren has stepped down for being the Chief Executive and is now the executive chairman (Biography.com Editors). From the business that started off so small, has now grown to be a success and has made Lauren a very rich man. The company changes with time and went from only being a luxury clothing company to become more adapt and created a line that is more affordable and

Ulta Beauty is a chain beauty store with over 19,000 employees and 974 locations all across America. Ulta carries 20,000 products and 460 brands that consist of, cosmetic, skincare, haircare, and fragrance products for men and women.  Majority of their inventory and sales come from cosmetic makeup brands. Ulta carries higher end makeup brands and well as lower end drug store brands. Their main target market and customers are women of all ages who use any type of beauty product. Their wide range of products can reach to all types of customers and they offer something that majority of people use. In 2013 Mary Dillon former chief of US cellular and chief executive of Mcdonald's became the new CEO. Since then Ulta sales have increased largely. At the end of 2015

The Founder and CEO, Chantel Waterbury, began a successful 15 year career in jewelry design and merchandising shortly after college. She worked for such retail giants as Target and Macy as well as famous jewelry name brands like Tiffany and Cartier.

Victoria Secret was founded in by Roy Raymond, and his wife Gaye, in San Francisco, California, on June 12, 1977. The company got its start when Roy Raymond was trying to shop for lingerie for his wife. He’d gone to a department store to make his purchase, only to find himself deeply uncomfortable and made even more so by saleswomen scrutinizing his presence there. “When I tried to buy lingerie for my wife,” Raymond told Newsweek in 1981, “I was faced with racks of terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department-store saleswomen thought I was an unwelcome intruder.” Raymond saw an opportunity in his discomfort and in 1977 borrowed $80,000 to open Victoria’s Secret as a store designed originally to make men comfortable when buying lingerie for their wives.

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

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 company has also been accredited for having maintained a high degree of diversity coupled by its ability to maintain top quality in the standards of its products. Not only has the company retained a good reputation with its clients but also maintained an excellent corporate responsibility track record. This has built the public trust in the brand and is proud to be associated with it. To the wonder of many, the company has year over year continued to yield profits way over its competitors. To maintain such a success has been pre-determined by the way it has a strict, slow growth policy which ensures that it dominates a market before moving on to dominate another market, and despite the slow nature, the company has now emerged to be one of the fastest growing companies in the United States.