Name: Victoria’s Secret Direct

Дата канвертавання27.04.2016
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BusinessWeek TV’s Destination CEO

Name: Victoria’s Secret Direct

CEO of Company: Sharon Jester Turney
Themes: Innovation, technology, strategic management
Suggested chapters: 10, 15, 6
Short paragraph about the video.
When most people think of sexy and glamorous lingerie, Victoria’s Secret usually comes to mind. With approximately 1,000 stores nationwide and over 400 million catalogs mailed annually, Victoria’s Secret has proven itself as one of the flagship divisions of Limited Brands, Inc.
Sharon Jester Turney is CEO and President of Victoria’s Secret Direct, which includes the catalog and e-commerce site of Victoria’s Secret. Turney came to her current position with broad experience across the industry spectrum, including retail stores, catalogs, and e-commerce. Turney started her career at Foley’s (then a division of Federated) and later moved to Nieman Marcus.
Under Turney’s leadership, Victoria’s Secret Direct utilizes an innovative and comprehensive marketing strategy to connect retail, catalog, and web sales of their products. Turney ensures that the same products are launched in the same way, at the same time, using the same models and photographers. Another successful innovation launched by Turney is the annual Victoria’s Secret Fashion Show, a lavish event featuring top-rated models and attracting hundreds of celebrities. Real-time streaming video is used to distribute the show via the web site.
In addition to Victoria’s Secret, Limited Brands (NYSE: LTD) includes Bath and Body Works, Express, The Limited, Henri Bendel, The White Barn Candle Co., C.O. Bigelow, La Senza, and Diva London.
Note: As of May, 2007, Limited Brands sold 2/3 of the Express apparel business to private equity firm Golden Gate Capital. Limited Brands is reportedly exiting its apparel business to focus on its Victoria’s Secret and Bath and Body divisions. (
3-4 multiple choice questions with answers regarding video topics

  1. Sharon Jester Turney had retail experience with which of the following companies?

    1. Abercrombie & Fitch

    2. Sears

    3. Neiman Marcus

    4. Macy’s

  2. Which of the following is stated by Turney as the motto of Victoria’s Secret Direct?

    1. Pink Rules

    2. Customers Rule

    3. Lingerie Rules

    4. Angels Rule

  3. Which of the following divisions is not included in Limited Brands?

    1. The White Barn Candle Co.

    2. C.O. Bigelow

    3. Foley’s

    4. Victoria’s Secret

2-3 essay or discussion questions with suggested answers regarding video topics

  1. What threats would you anticipate if you were the CEO of Victoria’s Secret Direct?

Students’ responses will vary. One threat could be that if the economy went into a recession, sales of high-end lingerie could dampen. Other threats might include protecting the Victoria Secret product line against sales of counterfeit products, competing with less expensive lingerie retailers, and continuing to grow its orders internationally.

  1. Have you ordered from a catalog or e-commerce site? Do you think purchasing from a catalog or e-commerce site exposes customers to greater risks versus purchasing in a bricks-and-mortar store?

Students’ responses will vary. Some students will probably respond that they have ordered products from a catalog or an Internet site. As far as dangers involved in purchasing from a catalog or e-commerce site versus a traditional store, students may identify fraud concerns. However, Forbes claims that most credit card numbers are stolen as a result of unethical retail store clerks and restaurant employees who steal card numbers using hand-held skimmer devices. Thieves can go through the trash of brick and mortar stores or customer garbage to obtain credit card numbers, and then use them on the Internet.


  1. What are the advantages and disadvantages of ordering a product from a catalog or Internet site versus from a bricks-and-mortar store?

Students’ responses will vary, but some possible advantages might include the following:

  • Good Selection: The lack of physical inventory space allows most online sites to offer better selection than bricks-and-mortar stores.

  • No Sales Tax: Unless you live in the same state as the company you are buying from, there is usually no sales tax charged. If your state charges no sales tax, this doesn't matter much to you. Also, for customers outside the United States the tax situation varies greatly, with duties on imported items sometimes more than equaling local sales taxes.

  • Shop-At-Home Convenience: You can shop for products or services without leaving home. This is an advantage for many people, including those who have small children or elderly parents, those who are mobility-impaired, and those who live in small towns without any stores within a short distance.

Some possible disadvantages might include the following:

  • Shipping Costs: Shipping charges can be expensive, depending on the company and on what you are buying.

  • Lack of Personalized Shopping Service: You don't get personalized help if you have questions and you don’t get to touch or feel the merchandise. It is usually more time consuming to contact the store to ask questions and receive responses.

  • Delayed Access. When buying something online or by mail order, you have to wait for the product to be delivered.

  • Returns and Service can be difficult: You may experience additional costs if you have to return a product; and you’ll also experience additional delays waiting for replacement merchandise. Service can be more difficult when dealing with a catalog or an e-commerce site.

  1. Conduct some research. What innovations has Victoria Secret Direct implemented recently?

Students’ responses will vary. Like many retailers, Victoria’s Secret Direct has started using more eco-friendly paper for its catalog reproductions. Beginning in 2007, Victoria’s Secret announced that its catalogs will composed of either 10 percent post-consumer-waste recycled content or Forest Stewardship Council-certified paper. Source:

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