By Amy Merrick February 29, 2008

Victoria’s Secret is: A merchandiser of lingerie, perfumes, and other various clothing and beauty products aimed at women of all ages.

Victoria’s Secret was bought by Limited Corporate of Columbus, Ohio in 1982 It started with just four stores and a catalogue

Industry: Lingerie industry is worth a total of $10 billion Victoria’s Secret $5 billion net worth 1020 store locations CEO is Sharen Jester Turney

 PINK Brand started in 2002  It is aimed towards teenagers and young adults.  PINK Brand had an estimated $900 million sales in 2007

 Sales for stores that have been in operation for more than a year dropped 8%  Victoria’s Secret reported 12% decline in net income for fourth fiscal quarter  Standard and Poor’s placed Limited Corporate credit ratings on review for potential downgrade

 Sexy vs. “Too Sexy”  Trashy?  Youth aimed

Department Stores  Target  JCPenney  Khol’s Corporate Other:  American Eagle-Aerie  Abercrombie & Fitch – Gilly Hicks  Fredericks of Hollywood

 Victoria’s Secret wants to aim at various age groups  Higher priced merchandise for professional women  Lower priced items aimed at teens and young adults

Expansion Program Last fall:  opened 23 stores  refurbished 73 stores This spring:  open 31 stores  remodel 45 stores

1. Increase Profit!!!!