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Published byRandell Thompson Modified over 9 years ago
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Limited Brands bought it in 1982 › Four stores and a catalog Victoria’s Secret grew with little help › Grew to a $5-billion in sales company › Began focusing on mainstream customers
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In 1990’s, began stocking more colorful, European inspired lingerie Over time, began adapting to a more skin-baring culture
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“Pink” brand launched in 2002 › $900 million in sales during 2007 › Many lines began to imitate Pink › Relied too heavily on “Pink”s success
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Decline in sales › 12% drop in net income › Stocks fell more than 11% › 8% drop in holiday sales
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“Pink” line targets teenagers and college age students Store front and corporate image changed Older customers feel uncomfortable
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Older customers have a more refined sense of sexy Negative Response › “Trashy” and “Uninspiring”
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American Eagle Abercrombie & Fitch J.C. Penney Target Kohl’s Frederick’s of Hollywood Wal-Mart
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Competitors target all age groups Alienated customers find new places to shop
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Broadening the target audience Reworking the lines › Including more diversity Remodeling the stores Super Bowl Commercial http://www.youtube.com/watch?v=71yE5C7_xLw Fashion Show
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Win back the customers lost Improve the Quality Make lines for all age groups
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