Victoria's Secret Swot Analysis

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The UK is a growth market for Victoria's Secret. In 2012, Victoria's Secret opened the first and flagship store on Westfield and new bond street. After that Victoria's secret expanded rapidly in the UK, 10 stores have been opened at the end of January 2015 (L Brand Annual Report, 2015). In London market, Victoria's Secret owned 4 stores (Victoria's secret, 2016).

For the UK lingerie market, the main competitors of Victoria's Secret are Marks & Spencer, Intimates, Boux Avenue and Ann Summer. Typically, Marks & Spencer has 30.9 percent market share in UK lingerie market (Shannon, S, 2013), and Boux Avenue totally owned 28 stores in the UK (Bouxavenue, 2016).

http://www.bloomberg.com/news/articles/2013-02-06/m-s-squeezed-by-u-k-lingerie-war-as-grocers-sell-satin-retail …show more content…

The result gives an unprecedented opportunity for "HUSH!HUSH!", it means lingerie magalog market is lack of competition in the UK as well. Publishing "HUSH!HUSH!" in Victoria's stores and shopping malls is like starting a new business in a relatively low entry, low cost and lack competition market which has huge potential to develop and growth.

La Senza is a lingerie brand who published magalog. La Senza is a major Canadian retailer of women's lingerie and intimate apparel, who owned 145 stores in Canada and controlled by L Brands same parent company with Victoria's Secret (L Brand Annual Report, 2015).

As a seasonal magalog, La Senza's Magalog has been published 10 seasons, and distributed to more than 300 La Senza's stores in Canada, also has international editions in 34 countries (revcommunications, 2013). The magalog has wonderful designs and contents with glossy pages, it has distinctive color contrast which gives a comfortable reading feeling. On the other hand, it also perfectly shows the product in magazine style, and open style typesetting gives the reader a good memory of the beautiful sexy lingerie. As a promotion of the publication, it includes discount vouchers as well in order to increase the circulation and the sales of La

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