Throughout much of the 1990s, Victoria’s Secret took pride in cluttering customers’ and prospects’ mailboxes with countless editions of its catalogs. This strategy went over just fine with the men in the family, and it didn’t hurt the cataloger’s sales either; revenue nearly doubled between 1993 and 1998, from $436 million to $760 million. Just a little more than a year ago, in fact, Cindy Fields, president/CEO of the catalog division, told Catalog Age that she hoped the business would reach $1 billion by 2004.

But beginning in mid-1998, the company slashed its catalog circulation 30%, in an effort to bolster earnings. Then last fall, recognizing that it had saturated the U.S. market, Victoria’s Secret announced it would look abroad for more aggressive growth. In the meantime, a TV ad campaign featuring the same voluptuous models as the print catalog and a fashion show broadcast live on the Internet increased Victoria’s Secret’s already-high profile.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.