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Victoria Secrets

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Brands that Inspire, Empower and Indulge

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Fortune: #258 Sales: $10.5 billion Mkt Cap: $15 billion

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A Queen A Stanford MBA The Golden Bridge

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Key Facts
L Brands was founded in 1963 as a specialty retailer of and other apparel. It offers lingerie, fragrances, cosmetics, shower gels, lotions, soaps, sanitizers, accessories, and operates more than 2,600 retail stores Bath & Body Works outlets in North America was founded by a Stanford MBA, Ray Raymond, in 1977 because he felt embarrassed buying lingerie for his wife at department stores The name is based on Queen Victoria of England who had nine children and was believed to have worn sexy lingerie Raymond sold the company to L Brands in 1982 for $1 million and filed for bankruptcy after several failed start-ups. He jumped to his death from the Golden Gate Bridge in 1993

$2 billion in sales, thanks in large part to its catalogue, models and focus on women, making lingerie not only functional but desirable
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Organization: A Culture of Pink
HQ in Columbus, OH Employees: 90,000 Wexner CEO for 50 years

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L Brands
CEO: Mr. Leslie Wexner

E

S

MAST Global
Logistics

LLS
Logistics

Bath & Body Works
CEO: Ms. Sharon Jester CEO: Mr. Nicholas Coe

VS Pink
CEO:Ms. Denise Landmn

La Senza
CEO: n/a

Henri Bendel
CEO: n/a

VS. Stores
CEO: Ms. Lori Greeley

Brands with high emotional content Corp values: care for the customer, passion and diversity In transition due to recent spin-offs. Seeking permanent name/brand identity
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VS. ecommerce
CEO: Ms. Denise Landmn

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Sales by Brand
E S In $ billion
2009 5.3 2010 5.9 2011 6.1 2012 6.6 2013F 6.5 Brand Victoria's Secret/Pink

Bath & Body Works Other Total

2.4 0.9 8.6

2.5 1.2 9.6

2.7 1.6 10.4

2.9 1.0 10.5

2.7 1.4 10.6

% of portfolio
70% 60% 50% 40%

30%
20% 10% 0% 2009 2010 2011 2012 2013F

Victoria's Secret/Pink Other

Bath & Body Works 7

O

E

S

Environment: Intimate Industry
$50B Industry
Growth:

14.8%
33%

L Brands Sales by Geography
2% 1%

Growth: 0.9% 30%

97%
37%
Growth: Flat

US Europe Rest of World

US Europe Rest of World

Sales by Product Bra: 56%, Underwear: 32%, Sleepwear: 12%
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Environment: Competition
Sales Channel Direct e-commerce, catalogue

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North America VS*** (20% of VS sales) Multibrand sites** VS*** (80% of VS sales) AE** La Perla*

Latin America Hope** Joge* Cocoa* Agent Prov* Hope*** Loungerie* Lucy* Valisere*** De Millus** Private Label*

Europe Triumph**

Asia Non-existent

E

S

Stores

La Perla*** Etam*** Gossard** Triumph*** Van De Velde*** CALIDA Holding**

Etam** Aubade** Triumph** Enamor**

Multi-brand Retailers etc PVH*** Hanes*** Vanity Fair** Playtex* Bali*

Footprint: ***Big **Medium *Low

51% premium segment

19%

24%

17%

Highly fragmented market with lots of local family-owned players in every segment

Local or family-owned firms dominate the premium market, except in the U.S.
Emerging markets (Latam, Asia) are highly unorganized, but also difficult for foreign firms to enter - political barriers, socio-cultural barriers, etc
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Strategy: Objective
S fashion retail brands offering captivating customer experiences that drive long-term loyalty

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Focus on and other apparel, personal care and beauty categories that make customers feel sexy, sophisticated and forever young

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Strategy: Scope and Positioning
L Brands Market Segmentation (Age and Price)

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E

S

55

Low
Leader in the premium segments in intimates in North America 55 segment is price sensitive and hardly loyal to a brand
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Strategic Recommendations
Challenge
Increase Sales and Reduce Markdowns
Sales growth has disappointed. Sources point to model saturation. 50% of profit during holiday season

App

Recommendation
Boost mall traffic and WTP through unique products and memorable store experience: Concept Stores/Beauty Centers, Membership Club, The Pink Limo. Close unsuitable stores. Carefully promote adjacent categories Tackle pent up global demand through select partnerships: control assortment, pricing, promotions, store design and real estate approval. Fashion Show in NY; add London, Hong Kong, S.Paulo

Accelerate International Expansion
Negligible sales outside North America, essentially beauty & accessories vs. full assortment

Shake Organization Up
Too many levels of authority. Seeking identity

Appoint new CEO and streamline structure. Design roles, dedicated global teams and b-ambassadors. Add, develop and retain FTEs
Acquire promising start-ups and global established names in key markets (lingerie, skin care). Introduce the Fit. Customers and associates Invest in POS systems and push automated feedback at all levels to expose barriers to sell. Respond faster and more predictably to needs
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Foster Product and Service Innovation
More retailers and start-ups are trying to disrupt the intimates market. Shopping experience still archaic

Improve Supply Chain
90% of stores do not carry the right lingerie assortment

Questions?

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Appendix
This section is for reference only and will not be presented unless there is a particular need from the audience

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Year VS Fantasy Bra Produced Unit Price 2000 2001 2002 $15,000,000 $12,500,000 $10,000,000

2003
2004 2005 2006 2007 2008 2009 2010 2011

$11,000,000
$10,000,000 $12,500,000 $6,500,000 $4,500,000 $5,000,000 $3,000,000 $2,000,000 $2,500,000

2012
2013

$2,500,000
$10,000,000
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15

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VS Dresses, T-Shirts, Jeans,

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Mall Traffic Remains Challenging

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Introducing The VS Pink Limo
Boost WTP through memorable shopping experience: hotel-store pick-up Key high-density areas (NYC, Chicago, L.A, London, etc); weekend runs Elite customers greeted by staff with treats (refreshments, glass of champagne?)

In-store make-up artists, beauty/skin consultants Models to visit stores on schedule Create buzz and free publicity
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Fashion Show: Mainstream Entertainment
Continue New York Add and Rotate London Sao Paulo Hong Kong Introduce FS World Competition (televised show where winner signs a one-year contract) Create buzz and free publicity

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Lingerie Analytics
, )

= =
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=

Sport Bra

3D Printed Lingerie
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Supply Chain: Back to Basics
Bergdoerfer 1/14/14, in which management stressed a need to get back to "the fundamentals" of driving faster inventory turns and getting more products on a shorter ordering cycle in 2014. Inventory growth became misaligned with sales heading into Q4 as the company made a big bet on the national rollout of Victoria's Secret Sport along with a stepped up investment in bras and panties, which did not grow as planned Cowen Equity Research January 2014

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Improve Supply Chain
Concept to Market
Currently over 74 weeks Merchandise planning in VC concept to market calendar close to roll out only includes dropping styles out of line and do not have the flexibility to add new style close to the selling season

Forecasting

Supply Chain
>90% of production in India, Sri Lanka and China Operational distortions from macroeconomics, weather related and regional instabilities are present because of regional dependency in the supply chain

Customer Feedback
Prediction of design aspect that created the WTP was unknown due to poor feedback Inability to recreate future WTP due to lack of feedback

Customer feedback has been patchy resulting in difficult forecasting sizes and design sales IT infrastructure for feedback and management at store level is slow and inefficient

More seamless process that would integrate the IT structure Management needs to provide up to date and accurate inventory needs and future customer needs

Inventory management needs to respond forecasting needs and sizes Innovative changes have to respond to forecasting of designs and customer needs

Diversification in different regions keeping the cost in control With international growth is part of the strategy then vertical chain should be partially integrated (currently fully integrated expect fiber creation)

Store management feedback for specific aspects of profitable and must have product Specific questions about aspects of products that engage a customer will need to be instituted within the vertical supply chain

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Too Focused on Holiday Season

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Growth and Margin Headwinds

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Unlock Value: Co. Permanent Name?

27

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Free Essay

Victoria Secret

...2. Phân tích “STP” 1. Segmentation (Phân đoạn thị trường) Có chuyện ngụ ngôn như thế này: Có một anh chàng nọ bán táo. Một phụ nữ đi qua hỏi mua: “Táo có ngon không vậy?” Anh chàng xởi lởi: “Táo ngon, ngọt lắm chị à” . Người phụ nữ lắc đầu bỏ đi: “Rất tiếc tôi lại thích ăn táo chua kia”. Một lúc sau một cô gái khác đi đến. Rút kinh nghiệm lần trước, lần này anh nói táo chua nhưng cô gái bỏ đi vì cô ta chỉ thích táo ngọt. Cứ như vậy khi anh nói táo ngọt thì người ta lại thích táo chua, ngược lại những người thích táo ngọt bỏ đi khi anh quảng cáo là táo chua. Cả buổi chợ anh ta chẳng bán được trái táo nào. Câu chuyện này có vẻ hơi cường điệu, nhưng ta cũng thấy một điều rằng: Anh chàng bán táo kia vì cứ mải mệ chạy theo thị hiếu từng người mà bị thất bại. Trong marketing, người ta phân chia “phân khúc thị trường” là để thoả mãn tốt nhu cầu của mỗi phân khúc, bởi vì mỗi phân khúc thị trường có đặc điểm, sở thích, thói quen..khác nhau mà sản phẩm không dễ gì đáp ứng được. Nhiều khi phân khúc cực nhỏ (thường gọi là ngách thị trường – niche market) nhưng biết cách khai thác thì thành công hơn là chạy theo nhiều phân khúc. Lại nói về anh bán táo trên, nếu anh ta đừng quá tham lam, chỉ đi theo một phân khúc là những người thích táo ngọt hoặc những người thích táo chua thì ít ra anh ta cũng bán được táo chứ không đến nỗi ế ẩm như trên 1. Theo vị trí địa lí - Khu vực thành phố Thành phố là nơi tập trung dân cư đông đúc, đời sống...

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