L Brands Revamp Presentation

Hello. My name is Lou Wanna Cordero, and I'm here

to present to you al brands.

Originally, my presentation was gonna be on bath and Body

works solely on their aromatherapy line.

Um, e was going to propose a different pricing strategy

for them because I feel like their products packaging could

do a little bit better.

They have a really good products.

It's very high priced.

Therefore, I thought if we could change the package, we

could, you know it would make up for that price.

However, during my research, I found that Bath and Body

Works is actually doing pretty well.

And there, sister company Victoria is the one who's suffering.

So I'm gonna first introduced to you what Albert and

says. L Brands Inc is an American fashion retailer based

in Columbus, Ohio.

It's brands include Victoria's Secret Pink and Bath and Body

Works. It was founded 59 years ago and has over

60,000 employees.

There are over 2920 company owned stores in the United

States, Greater China, Canada and the United Kingdom.

Products are available online or in a franchise location worldwide.

The company is focused on beauty products Home Fragrances, Women's

Intimate Apparel and Personal Care L brands generated net sales

of 12.9 billion and according to their executive summary, that

was posted in 2020.

There's main focus right now is Bath and Body Works

L brands has over 50 years of experience in creating

and maintaining major brand.

Leslie Western founded L Brands and served a CEO from

over five decades.

His ex confidante and financial manager, Jeffrey Epstein, was accused

of sex trafficking in mid 2019.

Webster got to start in 1963 and he used a

loan from his aunt to open the Limited, which only

sold fast moving items like shirts and pants.

He bought Victoria's Secret for a million dollars in 1982

when it was just a small, failing chain of lingerie

shops in San Francisco.

Wexner announced in February of 2020 that he would step

down and sell a majority of steak and Victoria's Secret

for 525 million to a private equity firm.

Leslie is net worth 5.9 billion Bath and Body Works

is the number one fake fragrance specialty retailer in the

United States and has been in business for over 25

years. Products range from face creams, lotions, candles, hand sanitizer.

I mean, if you don't know who Bath and Body

works as you basically live under a rock.

And the late eighties.

The clothing company expressed sold some bath and body works

products that became so popular that their parent Brand Limited

brands, decided it was time to give them their own

store, bath and body works.

Revenue has reached 3.6 billion in 2015 and 4.6 billion

in 2018.

It is considered the most stable segment for the L

brand company.

Bath and Body Works has over 1500 stores in the

United States, and an estimated 19 million Americans have used

a moisturizer from Bath and Body Works.

Bath and Body reported record results for the full quarter

year in 2019.

Sales increased by 10% which includes a 5% increase in

stores. In an overall 32% increase in direct business, sales

were increased 12% to 5.17 billion, according to their annual

investors presentation.

Bath and Body Works fragrance generate 40% of their sales,

their home fragrance fragrance generates another 40% and soaps and

sanitizers 15%.

Of course, there's been a massive increase in soap and

sanitizer. Sales beat due to the pandemic, Miss Victoria, Victoria's

Secret and All American brand that sells lingerie, clothing and

beauty products.

Products that scream, I Am sexy.

I Am beautiful.

Their annual fashion show showcases their lingerie using supermodels and

angel wings.

The company was founded by Roy and Gay Raymond in

1977 and sold to Leslie Wexner.

1982. Yeah, Victoria's Secret is considered the largest retailer of

lingerie in the United States.

The brand sells intimate and other apparel.

The brand has struggled thou since 2016 due to shifting

consumer preferences, an ongoing controversy surrounding corporate leadership, business practices,

child labor and swept top sweatshops.

Also linked with Victoria's Secret.

Bloomberg Market writes about a 13 year old girl who's

been physically abused, denied food and forced to toil under

the direction of a farmer to produce the cotton, which

is sent to Sarah.

Lanka and India.

Factor Indian factories to be transformed into Victoria's secret products.

By 2016 Victoria's Secret Market share began began to decline.

The company has been accused of failing to adapt to

the Times, and their market shares have dropped from 33%

to 24.

Shoppers have complained that the quality of the underwear has

slipped. And, yes, it has.

Shareholders filed a complaint with a Delaware court in January

of 2021 stating that former chair Lex Wexner, among others,

created an entrenched culture of misogyny, bullying and harassment with

breaching his tradition, eri duty to the company and causing

the brand to be devalued.

Sale to Sycamore Partners fell.

Throw Sycamore Partners try to back out of the deal

because they said they did not agree with the steps

the brand took in the response of the coronavirus pandemic.

Next, I'm going to show you three products, which are

all under the out brand.

These air my own personal products to the left, you'll

see a pair of underwear Warren, one time washed.

One time it is falling apart already, the strings air

falling apart.

I wish I would say that this is my first

pair of underwear, that this has happened thio, but it

happens to all of them.

Next you'll see a body spray from bath and body

works to call Tiki Beach.

You can see it's pretty full.

I use it.

You know, I use it from time to time, but

it doesn't work anymore.

The top is broken.

The packaging on it is if you look closely, it's

poorly made, but it cost me 16 50 until the

right. It's a body scrub from pink.

And, um, it's funny because I work in the treatment

field and I just realized like, Oh, this is a

your analysis cop that they have put this body scrub

in. And, uh, so I looked up like the cost

of this packaging.

And you know, the ingredients that Aaron this product, this

product costs 18 50 it probably costs Victoria's secret l

brand paint, um, a dollar to make.

So how do we determine a products worth?

Well, if you say it's worth it, then there's a

market for it.

Just like there are Walmart shoppers.

And there are target sharp shoppers.

I know people that will not be caught debt in

a WalMart, and also you can compare it to Macy's

and JCPenney.

It's a different vibe when you walk in the store.

What I'm proposing is that we combine booth brands and

create a different experience for customers and add value to

their product, bath and body works.

It's very cluttered in there.

It's a lot going on.

You know, I walk in, I'm a person that has

anxiety, and I walk in and there's so many people

in there.

It's Corona season.

There's products everywhere.

I just want to get in and out, or I

just don't even want to go in.

Uh, they have this wonderful aromatherapy line that it's pretty

much hidden.

You know, I think that something like that should be

in an open space, you know, with diffusers and candles

on and just, you know, dim lighting.

It's a whole different experience when you walk in and

you know things air open.

Also, if we started selling Victoria's Secret products in Bath

and Body Works, Bath and Body Works does not have

a bad reputation.

Victoria does.

So let's rebrand it, rename it.

You know, Victoria's Secret has ties to this Jeffrey Epstein.

It's just not a good look.

When people think of Bath and Body works, they do

not think of sex trafficking.

Unfortunately, with Victoria, people think of sex trafficking and child

labor. So, you know, just do some work in other

countries. Donate to thes poor countries where there's thes sweatshops

and show that you are helping them pay them properly,

make a good product.

That's what Victoria needs.

A good product, good material that's going to last.

Reviews are extremely important.

I mean, like I said, I work in the treatment

field and listen.

We work for reviews as well.

Our reviews have to be top notch or we're getting

pulled in the office.

You know, I read reviews on Victoria's Secret, and they're

horrible. Everyone's complaining about the product, so it's not so

much a pricing issue but a branding issue.

We have to just start from scratch, combined the to

make it a bigger store, change the vibe, and we

can really get thes sales up.

Thank you for listening

L Brands Revamp Presentation

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