publication . Master thesis . 2016

Victoria’s Secret : a case study of maintaining brand relevance

Ponomarenko, Polina;
Open Access English
  • Published: 06 Jun 2016
  • Country: Brazil
Victoria’s Secret, which belongs to L Brands group, is the leading lingerie brand in its home market, US and globally, which has substantially shaped the industry of underwear in the last decades and successfully expanded into other product categories, such as swimwear, sportswear, apparel and beauty. It has been performing well financially in the resent years under the management of its CEO, Sharen Turney, who has left the brand in the beginning of 2016 and delegated to Leslie Wexner, the CEO of L Brands. However, in the last two years some questionable aspects of Victoria’s Secret marketing have been raised by media, competitors and consumers – the brand has g...
free text keywords: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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