Executive Summary

 

Victoria’s secret has only been globally expanding into new markets since 2010 when it first entered the new market of Canada, expanding from the U.S. Due to most of their stores being situated in the north of America, this has put a big dependence on the lingerie market therefor creating the opportunity to further expand the business into new global markets.

 

Victoria’s Secret figures show that for the fiscal year ended in February 2014, the company generated US $45,165 million of the total revenue. For additional financial information please see appendix 2.

 

Due to the emerging growth in economy and scope to become more globally known in new markets, Victoria’s secret will look to grow the business into the market in to Portugal, which has not yet been visited. Opportunities in Lisbon, Portugal include; growing economy, industry rental low compared to other European countries. Portugal has a gap in the market for a high quality and luxurious lingerie brand to enter the market. By opening a Flagship store in the capital of Portugal this is prime location for citizens and tourists to visit the shopping destination for a unique experience in the market, helping towards the success of the store opening. With innovative marketing in the city Victoria’s secret will successfully enter this market.

 

All financial figures in this report refer to the corporate figures from Limited Brands.

 

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