The Story Behind Victoria's Secret [ECONOMICALLY]
1977-1980:
In the first year of business, Victoria Secret grossed $500,000 in sales. This was enough to finance the expansion from headquarters to now a warehouse, 4 new store locations, and a mail order operation.
In April 1982, Raymond sent out his 12th catalog; each catalog cost $3 (equivalent to $7.33 in 2015). Catalog sales now accounted for 55% of the company's $7 million annual sales.
1982:
In the beginning the philosophy was to have a lingerie store where men feel comfortable buying lingerie; this was not going as planned and the company was heading to bankruptcy.
Raymond sold Victoria's Secret Inc. to Leslie Wexner, creator of Limited Stores Inc of Columbus, Ohio, for $1 million.
1983:
Wexner went a new route and made some changes, he toned down the catalogue so that it appealed to women as much as it did to their husbands, and cleansed the stores of the dark woods and plush sofas, replacing them with chintzy floral prints, gilded perfume bottles and neatly hung pieces in soft, flattering lighting.
In the five years after the purchase, The Limited had transformed a three store boutique into a 346 store retailer
1990:
Analysts estimated that sales had quadrupled to $120 in four years, making it one of the fastest growing mail-order businesses
Later on that year VS went on to produce a line of fragrances
1995-1999:
By 1995 when the brand launched its now iconic catwalk shows, featuring supermodels including Helena Christiansen and Tyra Banks, Victoria’s Secret had become a $1.9bn company, with 670 stores across the US.
Victoria's Secret introduced the Miracle Bra selling two million within the first year; but faced competition from Sara Lee's Wonder Bra a year later. The company responded to their rival with a TV campaign.
By 1998, Victoria's Secret's market share of the intimate apparel market was 14 percent. That year Victoria's Secret also entered the $3.5 billion cosmetic market.
2000's:
By 2006, Victoria's Secret's 1,000 stores across the United States accounted for one third of all purchases in the intimate apparel industry
TODAY:
Today the brand control a huge 35 pc of America’s lingerie market (according to Forbes), with sales over $6.6 billion in 2013.
VS Fashion Show:
Estimated to cost between 10 and 15 million to put on
10 million bra one model gets to wear during the show
In 2010, Victoria’s Secret’s direct business hit a daily high after the show aired
9.3 million: The number of viewers who tuned in to the show last year, making it the top-rated show of the night for 18- to 49-year-olds.
$1,000: That’s how much people are trying to hawk tickets to the show for on Craigslist.
Statistics:
According to buzzfeed news..
"$6.6 billion: Victoria’s Secret and Pink’s most recent annual sales. That’s more than either Gap or Old Navy draw in a year, and exceeds the combined annual sales of Urban Outfitters, Anthropologie, and Free People."
1977-1980:
In the first year of business, Victoria Secret grossed $500,000 in sales. This was enough to finance the expansion from headquarters to now a warehouse, 4 new store locations, and a mail order operation.
In April 1982, Raymond sent out his 12th catalog; each catalog cost $3 (equivalent to $7.33 in 2015). Catalog sales now accounted for 55% of the company's $7 million annual sales.
1982:
In the beginning the philosophy was to have a lingerie store where men feel comfortable buying lingerie; this was not going as planned and the company was heading to bankruptcy.
Raymond sold Victoria's Secret Inc. to Leslie Wexner, creator of Limited Stores Inc of Columbus, Ohio, for $1 million.
1983:
Wexner went a new route and made some changes, he toned down the catalogue so that it appealed to women as much as it did to their husbands, and cleansed the stores of the dark woods and plush sofas, replacing them with chintzy floral prints, gilded perfume bottles and neatly hung pieces in soft, flattering lighting.
In the five years after the purchase, The Limited had transformed a three store boutique into a 346 store retailer
1990:
Analysts estimated that sales had quadrupled to $120 in four years, making it one of the fastest growing mail-order businesses
Later on that year VS went on to produce a line of fragrances
1995-1999:
By 1995 when the brand launched its now iconic catwalk shows, featuring supermodels including Helena Christiansen and Tyra Banks, Victoria’s Secret had become a $1.9bn company, with 670 stores across the US.
Victoria's Secret introduced the Miracle Bra selling two million within the first year; but faced competition from Sara Lee's Wonder Bra a year later. The company responded to their rival with a TV campaign.
By 1998, Victoria's Secret's market share of the intimate apparel market was 14 percent. That year Victoria's Secret also entered the $3.5 billion cosmetic market.
2000's:
By 2006, Victoria's Secret's 1,000 stores across the United States accounted for one third of all purchases in the intimate apparel industry
TODAY:
Today the brand control a huge 35 pc of America’s lingerie market (according to Forbes), with sales over $6.6 billion in 2013.
VS Fashion Show:
Estimated to cost between 10 and 15 million to put on
10 million bra one model gets to wear during the show
In 2010, Victoria’s Secret’s direct business hit a daily high after the show aired
9.3 million: The number of viewers who tuned in to the show last year, making it the top-rated show of the night for 18- to 49-year-olds.
$1,000: That’s how much people are trying to hawk tickets to the show for on Craigslist.
Statistics:
- $1.6 billion: The amount of sales that came from the website and catalogs. (About one-fourth.)
- $10 million: The value of the “Royal Fantasy Bra and Belt” that Candice Swanepoel will model in the show. It has more than 4,200 precious gems, including rubies, diamonds, and yellow sapphires.
- $2.72 billion: L Brands’ spending on store openings, marketing, and other general and administrative expenses last year. That makes the estimated $10 million to $15 million to put on the Victoria’s Secret Fashion Show look incredibly small.
- $200,000: The non-negotiated cost for a 30-second ad during last year’s airing, according to Nielsen data.
- 325 million: The number of catalogs the brand has said it mails per year — which amounts to one per person in America. It may spend about $220 million annually on making and sending the booklets.
- 1,064: The number of Victoria’s Secret and PINK stores
According to buzzfeed news..
"$6.6 billion: Victoria’s Secret and Pink’s most recent annual sales. That’s more than either Gap or Old Navy draw in a year, and exceeds the combined annual sales of Urban Outfitters, Anthropologie, and Free People."
http://en.wikipedia.org/wiki/Victoria%27s_Secret
http://www.buzzfeed.com/sapna/the-numbers-behind-victorias-secret-and-its-iconic-fashion-s#.lg41we815
http://www.telegraph.co.uk/men/fashion-and-style/11261445/The-tragic-story-of-the-man-who-invented-Victorias-Secret.html
http://www.buzzfeed.com/sapna/the-numbers-behind-victorias-secret-and-its-iconic-fashion-s#.lg41we815
http://www.telegraph.co.uk/men/fashion-and-style/11261445/The-tragic-story-of-the-man-who-invented-Victorias-Secret.html