Victoria's Secret Performance Report 2019

Abstract

Victoria's Secret, a tycoon in the fashion industry, serves mainly women's lingerie, womenswear, and beauty products after being acquired by L Brand in 1982, which was expanded from involving merely in lingerie business for males customers who want to prepare gifts for their girlfriends. However, Victoria's Secret has lost its momentum since 2 years ago despite its previous prosperity, while see its competitors growing gradually. To understand why the sales revenue and store number of Victoria's Secret are shrinking, the essay did a thorough research internally and externally. As misconnection with its customers turns out to be the major reason. Therefore, the essay proposes possibly effective resolutions targeting on marketing methodology and idea convention to help Victoria's Secret find a successful way out.