Smith, A. 1998. Sexy but Classy.

Smith, Ann. 1998. “Sexy but Classy.” Progressive Grocer 77(11): 24-26.

Ambiance of VS works to seduce consumers with “secret indulgences” – a fantasy of romance, elegance, and privilege. VS part of The Limited, Inc. “Originally a five-store chain in San Francisco founded by Roy Raymond, Victoria’s Secret was sold to The Limited in 1982 for $3 million.” (In 1998) operated over three thousand stores, owned by the same company as Bath and Body works. Success driven around branding, only holding two large sales a year. Cosmetic portion of brand emerged in September 1998. VS monitors consumer-purchase behavior and data-mining to investigate demographic and individual sales, and then market segmenting after this.


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