Roy Raymond’s idea for a lingerie shop that was both accommodating for women and for men shopping for women has flourished into the premier enterprise in its industry. Closing in on three decades since its startup, Victoria’s Secret has become a household name with worldwide notoriety. Due to the company’s widespread popularity and success, there has been an exceeding interest within the apparel stores industry. Although a portion of the company’s success can be accredited to “Victoria’s Angels” and its highly attractive advertising campaign, its use of technology and information based decision making has propelled the company to be the top women’s lingerie company in the United States.
With thanks to Victoria’s Secret’s IT approach towards its operations, the company is now expanding globally. With lingerie models ranging from the Netherlands, Brazil, and Australia, just to name a few, the company has taken its broad differentiation strategy out of the U.S. and has gone international. In September 2010, VS opened its first store outside of the U.S. in Edmonton, Canada, and by 2012, a flagship store will be open in London.
