(Filed Under wholesale Lingerie News). Things have taken a positive turn at Victoriaâs Secret this fall, according to Sharen Jester Turney, chief executive officer and president of the iconic lingerie and women's apparel company.
But its conservative approach to business has not stopped Victoriaâs Secret from continuing to challenge the market with innovation designs. While many lingerie designers have stuck to basic black, white and nude shades, Victoriaâs Secret continues to focus on color, fashion newness and key product launches in braâs, pantyâs and beauty.
âThe popularity of color [in lingerie] has increased this year,â Turney said. âBlack, white and nude of course sell well for us, but color is performing increasingly well.â
On November 4th, the companyâs latest innovation, the Miraculous braâdesigned to push a womanâs bust-size up a whopping two cupsâhit stores. Miranda Kerr, a Victoriaâs Secret Angels supermodel, described the Miraculous bra as extremely comfortable and flattering.
For the holiday season, among many other giftables, the company offers new lingerie and accessories under the Sexy Little Things line embellished with playful sayings, such as facemasks inscribed with; âwake me with a kiss.â
In the retail arena, Victoriaâs Secret, which currently operates 1,049 stores, plans to focus on international expansion in 2010, starting north of the border. The company has already opened four PINK stores in Ontario, Canada, and plans to open four Victoriaâs Secret stores in the country next year. Domestically, Victoriaâs Secretsâ first store in Hawaii opened in early October. The company has also added new stores in New York Cityâs Soho neighborhood, Michigan Avenue in Chicago, and Aventura, FL.
As one of the most recognized brands worldwide already serving 80 countries through VictoriasSecret.com, it seems like a great time for an International store expansion.
Limited Brands promoted Turney to the position of president and CEO of Victoriaâs Secret in July 2006. Previously, she served as president and chief executive officer of Victoriaâs Secret Direct, the brandâs catalog and e-commerce arm, starting in 2000. According to Limited Brands, under her leadership, Victoriaâs Secret Direct became one of the worldâs largest direct marketers of womenâs apparel and lingerie in the United States, with sales in 2005 peaking at over $1.2 billion. Turney began her apparel career in 1979 at Foleyâs, and served in various senior level roles at Neiman Marcus, Inc. prior to joining Victoriaâs Secret. She received her Bachelor of Arts degree in business education from the University of Oklahoma.
In 2008, Victoriaâs Secret sales, including La Senza sales, totaled at $5.6 billion.
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