Chapter 5 - Developing a Global Vision

Victoria's Secret is a multinational company with the highest quality products on the market and providing a excellent service. As a consumer those are the facts that all people around the world look for when purchasing a product. The company has a global marketing standardization, in other words selling the brand in the same way like in the United States. In 2000, VS management decided to do not expand the brand outside the United States because they wanted to keep the brand exclusively nationwide. A few years later the management changed their mind opening 23 stores in Canada some of them located in Manitoba, Nova Scotia and the province Quebec.

 The Canada native and supermodel, Candice Swanepoel, was present during the opening of the first store.

In 2012 Victoria's Secret opened 2 stores in London considering a further expansion all over UK. The company in this case adopted an external traditional environment assuming that country has a colonial infrastructure based on their culture and history. The predominant color is black but there is pink and white [To take a look inside the store on New Bond Street, London go to Chapter 4 video]

The strategy of VS continues being the same based on US promotions delivering the same message to the costumers but not the entire product is exported to the international stores and franchises. Therefore, the company give the same quality, service and responsibility based on the countries laws, traditions or customs.

International Franchises

The first store in Latin  America opened in Isla Margarita, Venezuela in June, 2010. Following a posterior amplification of those stores. Angel's Group, a Colombian company which operates with the franchise in Colombia, opened a store in Bogota in 2012. The first Caribbean store is situated in San Juan, Puerto Rico opened in November 2011. Then, VS opened two stores in my native country, the Dominican Republic, at the Agora Mall and Sambil both of them located in the Capital of the country, Santo Domingo. After Victoria's Secret expand in Latin American and the Caribbean the brand took place in Europe for the first time with the first Polish store in Warsaw opened just a day before the opening in London.

Arlenis Sosa, a Dominican fashion model and the face of the brand in the Dominican Republic.