Limited Brands / Victoria's Secret (US)

It doesn't take genius to understand the appeal of beautiful girls parading in their underwear. But Limited Brands, the company behind Victoria's Secret, has turned lingerie marketing into a fine art, or at the very least into high fashion. It's an approach the group's founder knows well. During the 1980s Les Wexner made The Limited into a fixture in shopping malls across the US with flashy but moderately priced women's fashion for style-conscious shoppers. He built on that success by transforming Victoria's Secret from a tiny mail order firm into a global brand. More recently, sister brand Express has inherited the same marketing smarts, but targeting a more upscale audience. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

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Competitors: see Clothing & Fashion Accessories for other companies

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Limited Brands website

Victoria's Secret	Bath & Body Shop
Express	CO Bigelow

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