Posts Tagged ‘Veronica Webb’


Wednesday, May 25th, 2016


Since its beginnings in 1977, Victoria’s Secret’s iconic lingerie catalogue has found its way into the hands and homes of women, men, and more than a handful of teenage boys across America.  Its titillating marketing strategy took a company with six stores and revenues of $500,000 in 1982 to more than 1,000 stores and $12,500,000,000 in revenues in 2015 .  During its heyday, the publication was delivered annually to more than 400,000, while its fantasy runway show (budgeted at $12 million) launched the careers of supermodels Gisele Bündchen, Veronica Webb, Heidi Klum, and Adriana Lima.  During an earnings call last week, parent company, L Brands, decided to reorganize the brand by discontinuing its catalogue as well as swimwear and nonathletic apparel, while focusing on its core categories of bras, panties and beauty.  Victoria’s Secret had been spending between $125-150 million annually on its catalogue, producing and distributing nearly 300,000 copies.  During last week’s meeting, Chief Financial Officer, Stuart Burgdoerfer, asked, “If we were starting this business today in current context 2016, would you start with one of your major ideas being a paper-based catalog sent through the mail as one of your key—if not your key—marketing activity for a global brand?”