Victoria's Secret manages to do Global Marketing at home

A premier travel retailer called the Hudson Group opened up a Victoria's Secret travel store at Terminal 4 at JFK Airport. This Victoria's Secret store is targeted at tourists from all over the globe that commute in and out the airport. They offer regular items sold at all Victoria's Secret retail stores; also additional items such as luggage tags, sunglasses, key rings which are only sold at the airport branch. I think that this is a very smart marketing strategy for Victoria's Secret because of the exposure it will get in the airport attracting tourists from all over the world. Another benefit of this airport branch is that they can see what countries purchase most of their products and they can consider opening up stores there.

Victoria's Secret goes Global

Many of Victoria's Secret lingerie models are from Brazil and they must be pleased that they can now shop for Victoria's Secret lingerie in their own country. "The sexiest store on earth" decided to open up new stores in Sao Paulo, Brazil; Buenos Aires, Argentina; Dunbai, United Arab Emirates and also at our very own John F. Kennedy International Airport. "The early response to these stores has been phenomenal, and we believe that this is a clear indication of the strength of our brands outside the United States,”. This was said by the chief adninistrative office, Martyn Redgrave. They are also said that they will be opening up a store in Barbados later in the year. The stores will carry a variety of items including accessories, gift sets, lingerie and also their Pink line for the younger crowd. Victoria's Secret saw the opportunity to go global because it's a good way to get more customers and they have the abilty to make more profits abroad.

They take charge of their Social Responsibility

Before 1998 Victoria's Secret retail stores and its online catalogue had serious conflicts. Even though they were both from the same company they were run as separate businesses. As a result of this the sizing of the lingerie was not consistent between the stores and the online catalogue; this created issues with their customers. Victoria's Secret recognized this problem and immediately decided to correct this. They decided to make sure that the sizing of the lingerie was consistent at both the retail stores and on the website catalogue. As a result of their concern whether out of the goodness of their hearts or to generate sales it, their sales doubled from 1.5 to 3 billion, with the online catalogues about 750 million of that.

Victoria's Secret Social Responsibility

To help protect the environment the parent company of Victoria's Secret, "Limited Brand" played a part in helping to save trees. They do not accept paper that come from endangered forests. The Limited Brands also make it a must to go through their catalogue mailing list and make sure that they can cut down the amount of unwanted catalogues sent daily. Also starting in 2008 they made their annual report available on their website so that you don't have to print it; this helped them save tons of paper.

Recent Strategic Plans For Victoria's Secret

In July 2004, Victoria's Secret came out with a new line called Pink. They wanted to create something not so sexy to attract younger customers such as teenagers and college students. The Pink line has more trendy underwear, sleepwear and active wear. Pink is very popular among college students including myself. Pink items are sold within the Victoria's Secret Stores. Victoria's Secret was pleased to see that the Pink line not only attracted existing customers but also younger and new.

Victoria's Secret earlier strategic plan

When they first started out, Victoria's Secret wanted to expand the business to anywhere between 700-1000 store divisions. They got their sales from stores and in catalogs. A major problem that came from their increasing sales was that people were complaining that their underwear had low quality and did not live up to its standards. Grace Nichols , a president at the company has the philosophy that "quality is not a place to get to, because the goal always gets higher". As a result of this they introduced new and improved underwear that had improved material and stitching. From one of his lectures prof. Evans said that "if something goes wrong you have to fix it". Victoria's Secret saw what they did wrong so they improved their product. This showed their customers that they cared about their interests and this strategy could help generate more sales

Victoria's Secret today

Today Victoria's Secret is the number one retailer dealing with lingerie; they have more than 1,000 stores nationwide. In 2007 they had a total sales of 5.6 billion. They are popular for their numerous advertising campaigns: the Victoria's Secret Catalog and Victoria's Secret Fashion Show. Victoria's Secret recently announced that they are dropping their fashion show which is done nationwide every year . Their reason for this is that they are getting bad publicity due to the incident when Janet jackson was showed her bare chest by accident. I think that this will definately affect their company because millions of people tune in to watch this fashion show every year to see whats new on the market.

History of Victoria's Secret

When you hear the name Victorias Secret many people think of just lingerie; it has much more to offer. I chose Victoria's Secret because it is one of my favorite stores to shop for lingerie, body fragrances and clothes. They also have gift sets that make it easier to find a gift for any special occasion.

Victoria's Secret was founded in the 1970's by Roy Raymond who later sold it to The Limited. When it was founded Raymond was just trying to build a cozy and friendly atmosphere for both men and women purchasing lingerie. He docarated his first stores in the form of a Victorian bedroom to make his customers feel at ease when shopping for intimates. Since it was first opened Victoria's Secret has expanded and evolved into what we see today.