1. How should a high-end store like Victoria's Secret balance its brick-and-mortar store presence with increasing consumer interested online purchases?

 Victoria's Secret (Kotler, 2019) Since being acquired by Limited Brands in 1982, Victoria's Secret has successfully marketed women's apparel, intimates, and cosmetics, making it one of the most recognizable brands in retail. A generation ago, most American women shopped for underwear in department stores and possessed few products that could be categorized as "lingerie." Leslie Wexner, the founder of Limited Brands, believed a similar store model could succeed on a large scale in the United States after seeing women purchase expensive lingerie as fashion items from small boutiques in Europe. However, such a store format was unlike anything the typical shopper would have encountered among the bland racks at department stores. However, Wexner had reason to believe that American women would seize the chance to have a European-style lingerie shopping experience complete with soft pink walls, welcoming fitting rooms. and friendly personnel. He concluded that although women need underwear, they also desire lingerie. Wexner's presumption was confirmed when, a little more than 10 years after he acquired the company, the typical client of Victoria's Secret purchased eight (8) to 10 bras annually, as opposed to the national average of two (2). High-profile supermodels appear as brand ambassadors in advertisements and televised fashion show extravaganzas to further promote its posh status and gorgeous appeal. Victoria's Secret sells through its physical locations, website, and catalog. The company spends $200 million annually to deliver 325 million U.S. catalogs. 25% of the corporation's $5 billion in revenue comes from web and catalog sales. To lower risk, shop inside a store beauty boutiques drive overseas expansion.

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To balance its brickandmortar store presence with increasing consumer interest in online purchases Victorias Secret can implement a comprehensive omni... View the full answer