Ch.2 Strategic Planning for Competitive Advantage

     Starting from Raymond's 6 stores, Victoria's Secret has grown into a giant in the lingerie business. Victoria's Secret spends $66 million dollars per year on advertisement alone, essentially defining beauty and packing it for customers. It has virtually no competitors in the women's elegant lingerie market.
    
     Thousands of newspaper ads, catalogs and televised  fashion shows are distributed to convince women that buying Victoria's Secret will boost their confidence and enhance their appeal.










With this Victoria's Secret annual fashion show it has received an audience of over one billion people, including news coverage. The Victoria's Secret fashion show is televised annually in which it has an exclusive contract with nationwide broadcasting station CBS.


Each year over three-hundred ninety million copies of the Victoria's Secret Catalog are distributed in the United States alone. Victoria's Secret catalogs are by far thee most  prolific than many news magazines.


What the company of Victoria's Secret doesn't spend on internet and television ads, fashion shows, or its catalog is put into newspaper and magazine ads. Due to the lifestyle of a high population in the United Sates alone leaves people with the comfort to read it in the New York times, newspaper, including Cosmopolitan, In style, Glamour, Allure, and last but not least Maxim. 

 Victoria's Secret sells merchandise throughout several channels which are retail stores, catalogs and the internet just with this 360 degree approach reinforces the company's brand and expands sales opportunities, helping customers to buy what they need and want at anytime and anywhere. 


As we already know that (The Limited) has bought Victoria's Secret. With Bill Lepler being The Limited's vice president he affirms " The customers buying Victoria's Secret products through multiple channels spend three to five times more than customers who buy only through one channel".


With the reputation Victoria's Secret has gained throughout all the years in business the Victoria's Secret products represents fun, romance, fantasy, desire, and love all in one.