品牌概要
母公司：美國有限品牌公司（Limited Brands）
總部所在地：美國俄亥俄州首府哥倫布
員工人數：90,000人
公司簡介：美國有限品牌公司，由CEO萊斯利•韋克斯納執掌，旗下擁有內衣品牌維多利亞的秘密（Victoria's Secret）、沐浴美體品牌Bath & Body Works及其他消費門店。
美國有限品牌公司（維多利亞的秘密與Bath & Body Works所屬之母公司）表現不俗。在旗下規模最大的品牌、維多利亞的秘密帶動下，有限品牌公司上一季度的收入躍升了27%。公司入選《財富》雜志 (Fortune)2011年“全球最受贊賞的專業商品零售公司”榜單（the most admired specialty-apparel retailer）。
大秀掛帥
美國哥倫比亞廣播公司（CBS）去年11月份播出了維多利亞的秘密時尚內衣秀，總共吸引了1,000萬名以上的觀眾觀看（節目的收視率自2006年創下低穀後便戲劇性地一路攀升至今），嘻哈天王坎耶•維斯特、Jay-Z等大腕悉數登場。這場年度盛會耗資高達1,200萬美元，全世界都為之矚目。次月，維多利亞的秘密強大的公關部門又經受住了考驗。當時，彭博新聞社（Bloomberg News）一篇報道稱，該公司所用棉布采購自非洲布基納法索的一間農場，而該農場內雇有一名年僅13歲的童工。有限品牌公司迅速澄清了報道，硬是逃過了一場公關危機。
再造爆款
維多利亞的秘密深諳趁熱打鐵之道。它的魔術文胸能幫穿著者提升兩個罩杯，成為熱銷商品。於是，維多利亞的秘密又將這款文胸的暢銷顏色和圖案用在了非聚攏型的款式上，藉此帶動銷量。市調機構Lazard的分析師詹妮佛•戴維斯說：“他們在產品的再設計上做得十分出色。”
審慎擴張
維多利亞的秘密今年將在海外市場開設100間以上的美容精品店，但在旗艦店的開設上，維密的行動卻十分審慎，避免陷入過度擴張帶來的困局。維多利亞的秘密早在2004年就在英國倫敦的希思羅機場（Heathrow Airport）內開設了若幹門店。如今，經過了長達八年的密切觀察，他們才決定在倫敦的邦德街上再增設一家大型的旗艦專賣店。2012年，該公司還將有另外五家旗艦店陸續開張。其中英國兩家，科威特一家，阿聯酋兩家。
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The bottom line
Parent company: Limited Brands
Headquarters: Columbus
Employees: 90,000
The business: Run by CEO Leslie Wexner, Limited Brands owns Victoria's Secret, Bath & Body Works, and other consumer stores.
Limited Brands (parent of Victoria's Secret and Bath & Body Works) is rockin'. Earnings jumped 27% in the latest quarter, driven by the company's biggest brand, Victoria's Secret. Limited Brands was the most admired specialty-apparel retailer on Fortune's list last year.
Master the big show
The Victoria's Secret fashion show drew more than 10 million viewers on CBS in November (ratings have risen dramatically since hitting a low in 2006) and included celebrities like Kanye West and Jay-Z. The annual blowout, which cost $12 million, attracts worldwide attention. The brand's mighty publicity machine was tested in the following month, when a Bloomberg News report alleged that the company purchased cotton from a farm in Burkina Faso employing a 13-year-old. Limited Brands quickly disputed the report, avoiding a public relations mess for now.
Re-create best-sellers
Victoria's Secret knows how to exploit a hit. Its Miraculous bra, which adds two cup sizes to the wearer, became a best-seller. The company then used the bra's popular colors and patterns to drive sales in non-push-up styles. "They have done a great job reinventing," says Lazard analyst Jennifer Davis.
Don't rush into new markets
Victoria's Secret will open more than 100 beauty boutiques in foreign markets this year, but when it comes to flagship stores, the company is moving with great deliberation, hoping to avoid the trap of overexpansion. In 2004 it opened several locations in London's Heathrow Airport. After watching them closely for eight years, Victoria's Secret is now opening a big store on Bond Street. It will open five others in 2012 -- two in Britain, one in Kuwait, and two in the United Arab Emirates.
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