Victoria’s Secret Briana Bourbonais, Sarah Rainey and Craig Watkins

History 1977 in San Francisco by Stanford Graduate Roy Raymond Quickly started mail order after first store was in place Created to start a comfortable place for men 1982 sold the brand to the Limited By early 1990s = top seller of Lingerie in USA

Victoria’s Secret Sales Brick and Mortar stores, online, catalog, and number. Two different companies – In store: $3.7 Billion 1003 retails outlets – 9 in Oregon – Direct: $1.4 Billion 383 million per year

Victoria’s Secret Fashion Show and Angels Holiday Fashion Show once a year shown on CBS Holiday Fashion Show – First show in 1995; first broadcasted on TV in 2001 – Show cancelled in 2004 after Super Bowl Models are known as Angels (Heidi Klum, Adriana Lima, Tyra Banks, and Marissa Miller) – Angels debuted in 1999 – Among highest paid models Elaborate television commercialscommercials

Internal STRENGTHS: Brand Image, Sales, Locations, Catalog, Fashion Shows, Famous Models, Line Extension, Credit Card, Point Reward System, WEAKNESSES: Not an Integrated System, Not Male Friendly, Doesn’t catered to full figured women

External OPPORTUNITIES: Line extension into male beauty products, Going International THREATS: Cacique Store, Department Stores, Group Branding creates diversification and direct competition