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Limited Brands

by Mona Gall, Marina Sendra, Anne Blunk
by

Anne Blunk

on 18 December 2012

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Transcript of Limited Brands

Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? Rene Birthday JIVE The bigger the losses ... the more you spend on M&S mikefischer@mikefis INTERNATIONAL MANAGEMENT Mike Fischer VICTORIA'S SECRET 676 DRIVEN BY PASSION. GUIDED BY VALUES. Diversity "It matters how we play the game" Labor Standards International Management Presentation Victoria´s Secret Fashion Show Customer rule Passion STORES In-store experience MARKETING Victoria's Secret Fashion Show 1046
VICTORIA'S SECRET 14
VICTORIA'S SECRET Television Ads 10
VICTORIA'S SECRET Special Events The Supermodels 39
VICTORIA'S SECRET 4
VICTORIA'S SECRET All around the World Sales BASIC STORE FACTS
Net sales (millions) $4,564 Number of stores 1,017
Selling square feet 6,042,000 *as of January 28, 2012 DISTRIBUTION CHANNELS CATALOGUE Sales Catalogue + e-commerce: Net sales in millions $1,557
Sales change 4% e-commerce Columbus, Ohio Brands INTERNATIONAL STRATEGY Foundation of "The Limited" •Our store operations around the world are a mix of company-owned and franchised locations -- both upholding our highest brand standards with no visible difference to the customer. •We work with a small number of world-class partners that deliver brand-right experiences through their refined lenses of local practices and customs. •We embed Limited Brands leaders in-market to support the international operators through training, coaching, inspecting and coordination. We take a methodical approach of test and learn. Then, we move purposefully and quickly when we are sure we've got it right. 1985 Acquisition of
Henri Bendel 1990 First
Bath & Body Works
store opens
in Boston 1998 Launch
of
VictoriasSecret.com 2002 24 hours a day, 7 days per week! The Limited, Inc. Limited Brands 2008 1978 Victoria's Secret
makes history with
30 second Valentine's
Day ad during
Super Bowl XLII 400Million 2009 First six Victoria's Secret
Travel and Tourism stores
in airports and
tourist destinations
around the world 1998 2002 2012 350Million First Victoria's Secret
full-assortment stores
in the U.K. (London) Orders Since 1998 1963 www.victoriassecret.com Victoria's Secret
store and
catalogue are
purchased
for $1 million

The Limited, Inc. is
listed on the NYSE New
headquarters
in Columbus, Ohio 1977 1982 Marketing strategy
Unique shopping experience
Promotion (Fashion Show)
Competitors
International strategy
History (being part of LB)
Corporate beliefs Conclusion THANK YOU FOR YOUR ATTENTION. Anne Blunk | Mona Gall | Marina Sendra Don`t forget to call HEIDI KLUM !!! International Management 2 Timeline + 400 million catalogues per year #256 in Forbes
Fortune 500 Anne Blunk | Mona Gall | Marina Sendra RESPONSIBILTY Right product Right price
Right place Environment 315,000,000
inhabitants
fourth largest
nation by total
area
biggest economy
in the world Community Products 2007 -> 37%
2008 -> 40%
2009 -> 41% Year of limitedbrands total revenue. Started in 1995
Since 2001 on TV Cost: $12 million
Viewers: 10 million Anything else? sophisticated lifestyle functional high priced low priced POSITIONING Bibliography http://www.limitedbrands.com/
http://www.victoriassecret.com/
http://www.bathandbodyworks.com/home/index.jsp
http://de.statista.com/statistik/kategorien/kategorie/19/themen/179/branche/usa/
http://www.mcafee.cc/Classes/BEM106/Papers/2004/Victoria.pdf
http://mba.tuck.dartmouth.edu/pdf/2002-6-0014.pdf
http://alerttechnologies.wordpress.com/2011/02/04/victoria%E2%80%99s-secret-success-is-no-secret/ Print Ads
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