CHAP. 4 THE MARKETING ENVIRONMENT

                         Victoria's secret is the most popular American retailer of lingerie. Its products are known to provide beauty and fancy. The company owns on average 1100 stores in America, Canada and Europe. 

                         In 1977, Raymond the founder established VS, a store in which men could feel comfortable buying lingerie for their wives. Unfortunately, his philosophy of focusing on selling lingerie to male customers became increasingly unprofitable and the company headed for bankruptcy. In 1982, Raymond sold VS Inc. to Leslie Wesner, creator of Limited Stores. One year later, L. Wesner replaced VS target market and decided to focus on women. VS automatically transformed from "more burlesque than Main Street" to a mainstay that sold broadly accepted underwear. Today, its targets market are still women from 15 to 50 years old and men willing to offer lingerie to their girlfriend and wife. The company produces for every features and sizes. 

                      As a target, reasons why i am a regular customer, are the comfort and fancy they serve, not only in products but also stores. It is always a pleasure to enter in Victoria's secret stores. The glamorous decor, floral fragrance and welcoming employees make that place very attracting. VS is definitely the only store where I enjoy spending time in airports waiting for my flight.

The difference between VS and its competitors is most brands in intimate apparel business focus on just comfort while VS also emphasizes on glamor. This has helped the brand in developing a unique image for its products. VS utilizes annual fashion shows and its supermodels to associate its brand image with beauty and class.

                  Nevertheless, VS product is not just about wearing the same lingerie that beautiful models have been promoting on Fashion shows or in advertising. Even though the cost is not affordable for everybody, i think their products are worth, especially if costumers privilege quality and comfort. 

VS is also known for its aptitude to always innovate and provide new colors, patterns and styles that promised sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury. For example, during the holiday season, it introduced new products such as Angel Fantasies bras, The Flirt Bra and vintage fleece and in the spring season, launch of products such as Bandeau Bikinis, Fabulous Push-up Bikinis ( reflecting popular trends such as seductive prints, neon, embellishments and novelty fabrics ). These products received good customers response. The objective is to make each female buyer feels on trend, beautiful, sensual and confident in her body. 

In the other hand, VS also promotes a college girl collections ( PINK ), the company produces beautiful colorful underwear and clothes, feminine enough to prepare them becoming women. About 25% of the U.S. female population between 15-34 years falls under the college going age group. 

Additionally, VS is concerned about its customer's health and comfort, reason why they don't use chemicals but only natural materials (cotton, silk etc.). 

Besides its core lingerie products, VS also offers shoes, evening wear, swimwear, sportswear, loungewear, accessories, handbags, luggage and fragrances. With this increased products offering, the brand's revenue should improve going forward. 

VS is always connected with costumers through social networks Facebook, Twitter, Instagram, Youtube and its catalogs in which many discounts and gift cards are available.  

 Future potential shifters of Victoria's secret economy:
Although the U.S. economic growth has been slow since the recession, a gradual improvement in consumer confidence and lower unemployment should help Victoria's Secret comparable store sales. Inflation is another factor that drives revenue growth for same sales volumes and will aid growth in the brand's revenue per square feet. (Revenue per square feet is a measure of a retailer’s store productivity, and the growth in this metric is a good indicator of comparable store sales growth.)
Going forward, the apparel sales will continue to shift online due to growing usage of Internet and proliferation of mobile devices.