Vitoria'S Secret Profit Point Is Swimwear.

The secret of Vitoria is no longer a secret. Its marketing story may have been widely known: it is embarrassing to buy underwear for its wife. In 1977, Roy Raymond founded Victoria's Secret in San Francisco, California.

The underwear brand originally designed to create comfortable shopping environment for men is the largest underwear retailer in the United States.

When it comes to Victoria 's Secret, most people still think of its underwear product line and its beautiful angels.

But in fact, the most profitable Victoria's Secret this quarter is not.

It's a swimsuit.

Recently, Limited Brands, the parent company of Victoria s Secret, released its latest financial results.

This quarter, the flagship brand of the 35% underwear market in the United States, Victoria 's Secret store sold 1 billion 350 million dollars, up 8.1% compared with the same period last year, and same store sales grew 5% year on year.

In the quarter, Victoria s Secret showed the best performance not in underwear, but in swimsuits. Swimsuit sales increased by 10% over the same period last year.

Victoria 's Secret is also known for having the best swimsuit production line.

This year, the company modeled on the annual Victoria 's Secret underwear style.

Victoria's Secret Swim Special.

Every year, the swimsuit series invites angels to shoot regular advertisements.

This year, however, this is the brand's first VS Swim Special special program. Adriana Lima, Candice Swanepoel and other supermodels filmed swimsuit Promo in Puerto Rico in the West Indies, and the swimsuit show was released on Cbs Broadcasting Inc television (CBS) in February 26th.

Unlike previous T shows, angels will be filming swimwear in Puerto Rico.

"You really have to climb the mountains, deep down."

Supermodel Alessandra Ambrosio said.

Victoria 's Secret changed its strategy of initially currying favor with male consumers.

In 1982, Raymond sold the Victoria 's Secret store, brand and product sample at the price of US $1 million to Limited Stores Inc at that time.

The predecessor of Limited Brands was Limited Stores Inc. In 2002, Limited Stores Inc was renamed Limited Brands.

At that time, Leslie Wexner, the founder of Limited Stores Inc, made a radical reform of the brand. He made the strategy of attracting male consumers by Victoria s Secret into a direct attraction to female consumers, and the products developed new colors and styles.

In 1986, the New York Times commented: "this past

It is a synonym for "discount goods". Now the business is concerned about popularity and services.

Victoria 's Secret brand is still growing, and the sports line developed two years ago is also selling well this year.

According to Morgan and Stanley reports, the annual sales of the brand's sports products are between $200 million and $250 million.

Analysts believe Vitoria's Secret brand will eventually rise to $1 billion.

The Victoria 's Secret program will add 150 shops to sports line products.

"Company to

The product has invested a lot of energy.

I'm glad the sports product line is developing so well. "

Victoria s Secret CEO Sharen Jester Turney said.