Chapter 4 - The Marketing Environment

VS is an successful company for all age costumers with a huge variety of production, excellent marketing environment and globalizing goals. From the beginning, Victoria's Secret was classified as an "Skinny girls store" for women between 25 - 45 (Generation X) years old [In 1977 lingerie was used by wives] but everything has changed. The brand created PINK which sells lingerie for teenagers and college students (Generation Y) based on more sporty lingerie, clothes and accessories.Merchandise offering quality in every single detail and design. Nowadays you can find in just one place anything you want and need as a women; the store looks like a department store with different sections including shoes, beauty care and flagrancy.

The brand just opened the first British stores located in New Bond Street and Westfield Stratford City with the best collections like PINK, Very Sexy, Dream Angels and others. This is a big accomplishment for the growing ethnic market plan of VS. This is just an introduction to UK market and there are more expectations after this big opening. 

The design of our stores has follow the traditional designs even tough there are several stores which change the design every season, we can often see it in New York's VS. The pink glasses always take places on the infrastructure of the store  predominating the colors pink, black and white. Mostly, the entrance is dark and full of sexy pictures of the called Angels [As explained in the past post Angels are the supermodels who are the faces of Victoria's Secret] giving an dramatic impression and screens playing the Victoria's Secret Fashion Secret creating a playful oversize area. 

Victoria's Secret has excellent technological factors such as their mega important online page: www.victoriassecret.com reaching more than 390 million costumers per year, consider one of the fastest growing and profitable e-commerce destinations on the Internet. 

You can see here more VS' information: 

Basic Store Facts*
Net sales (millions)	$4,981
Comparable store sales	7%
Number of stores (U.S)	1,019
Selling square feet (U.S.)	6,153,000

*As of February 2, 2013