Swot Analysis Of Victoria's Secret

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Founded in 1977 and now based in Reynoldsburg, OH, Victoria’s Secret currently operates globally as an American specialty retail store, offering a large variety of apparel, lingerie and personal care products for women. Victoria’s Secret currently serves its customers through its many United States and international retail stores, as well as online. Victoria’s Secret was originally founded to appeal to men purchasing intimate women’s products for their significant other, however the target audience has shifted to women. After five years of retail success, founder Roy Raymond sold his lucrative company to Leslie Wexner and the Limited Brands for 4 million.
The Victoria’s Secret PINK collection was introduced as a sub-brand of Victoria’s Secret in 2004, offering less-racy products such as sweatshirts, hoodies, workout apparel, and school bags. PINK was developed to target college-aged young women from the ages of 15-22, with the intention to transition these buyers to shopping the Very sexy, Angels, and Body by Victoria product lines. Today, Victoria’s Secret PINK is recognized as a top lifestyle brand for young women. The aesthetic and characteristics of the brand is what drives PINK shoppers into becoming loyal Victoria’s Secret buyers.
Since 2004, Victoria’s secret PINK has been a major sales driver, which comprises a large portion of current Victoria’s Secret sales. However, because Victoria’s Secret is only available to many international customers online, analysts foresee a possible decline of sales, if the retail experience continues to be maintained in the United States. The global underwear industry is estimated to be worth over $30 million. As shown in Exhibit 1 in the Appendix, The European Market for Women’s linger...

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...ucial to the launch of the store, as it should attract buyers from the busy shopping center inside to shop for the valentine’s holiday, and get their first look at the Victoria’s Secret shopping experience. Also, large billboards featuring the Victoria’s Secret Angel in PINK apparel should be strategically placed around the Spain drawing them to the area when development is complete.
Conclusion
The expansion of this American Specialty store has been highly anticipated, and would be necessary to maintain sales numbers for Victoria’s Secret. This PINK store in Spain is a good location and decision to continue expansion of Victoria’s Secret into Europe. The European Industry for lingerie and underwear hasn’t experience much foreign competition, however, the success of Victoria’s Secret to Spain would be lucrative enough to support its costly entry.

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