Victoria's Secret

Topics: Sales, Retailing, Pennsylvania State University Pages: 4 (1340 words) Published: May 5, 2014
Victoria’s Secret

With 1,1019 retail stores in the United States alone, Victoria’s Secret has become a renowned brand across all different demographics. Their stores brought in $4,981 million dollars in sales just in the year 2013. The target market consists of middle-aged women from 20 to 40 years old, as well as men shopping for these women. The sub-brand PINK has expanded this target market to specifically attract college women. It is not surprising that a Victoria’s Secret retail store is located in State College, Pennsylvania, a place revolved around the Pennsylvania State University. All Victoria’s Secret retail stores have spatial considerations that follow a free form layout in which fixtures and merchandise are grouped into free flowing patterns on the sales floor. In addition to this, retail stores also provide differentiated rooms for each sub brand such as PINK and their beauty/cosmetics line. Upon entering the State College retail location the first brand you approach is PINK. Bright colors and glitter emit a fun, friendly, and inviting environment. The store goes on to expose more rooms catering to lingerie and bra lines as well as a beauty section. Black, glossy fixtures surrounded by soft, subtle pinks exude an understated sexiness. The store image gives customers a comfortable place to shop, whether it is for a bra or for a perfume, without being intimidated. Merchandising at Victoria’s Secret is meticulous and effective. A periodic inventory control system is used to track and account for inventory every six months, performed by a hired data warehouse. MicroStrategy’s DSS agent is utilized for obtaining information relevant to each store’s inventory level as well as transactions. Victoria’s Secret’s inventory assortment has a narrow and deep approach. Different types of merchandise with a large stock of them allow a lot of availability to the customer. This merchandise is promotionally priced with a high-low strategy. This permits...
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