Retail Management Supplements
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Victoria’s Secret: Another Big-time Catalog Bites the Dust
This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged catalog, competition, customer expectations, multichannel, retail analytics, trends, Victoria's Secret. Bookmark the permalink.
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Based on private work that I’ve done, I wouldn’t assume that elimination of a catalog is a universal solution for all product categories or brands. Elimination of the catalog may even reinforce perceptions among some consumers that Victoria’s is in decline. The formal announcement of the elimination of the catalog may do more harm than a quieter phasing out of the book.
That said, what’s the point of combining Victoria’s and Bath and Body Works in the same holding company? Sun Capital Partners collected The Limited, Victoria’s, Bath & Body, Lane Bryant, and Henri Bendl and has done what with them exactly? We have seen other deals (Sears/KMart comes to mind) that demonstrate that (1) retailers don’t understand the limitations of the Internet and (2) access to capital doesn’t equate to excellence in retail management.