Victoria's Secret -Behind Sexy Bikini
While
working at his father's clothing store, Leslie Wexner urged his father to
concentrate on sportswear due to its higher sales rates. His father
insisted that a clothing store needed a wide variety of merchandise,
including formal and business clothing. He angrily told Leslie, "You'll never be
a merchant." So, at the age of 26, Leslie Wexner founded The Limited -
now Limited Brands. He started in 1963 with a small store after getting a $
5,000 loan from an aunt.
Clearly, Wexner's focused strategy has worked. Today, Limited Brands operates thousands of stores in the United States (including Express, Lerner New York, The Limited, Structure, and Victoria's Secret). Wexner has definitely turned out to be an ace merchant.
As a merchandiser, Leslie Wexner was one of the first retailing executives to understand the importance of developing a network of foreign suppliers that could manufacture goods at low cost and at blazing speed. This enabled his stores to rapidly respond to hot fashion trends without the risks associated with large inventories. Wexner also is known for creatively positioning retail stores by using timely fashions, distinctive store design, and powerful advertising. For example, after one acquisition, he immediately placed more emphasis on fashion. As a result, sales per store grew about 20 percent per year. He also had the insight to reposition Victoria's Secret, which was a rather sleazy six-store chain based in San Francisco at the time Wexner bought it. Today, it is the leader in intimate apparel.
urge: mendesak;
sportswear: pakaian olahraga;
insist: bersikeras, menegaskan;
merchant: pedagang;
ace merchant: pedagang ulung;
rapidly: dengan cepat;
more emphasis: penekanan lebih;
insight: kebijaksanaan;
intimate apparel: pakaian intim
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Translation in Indonesian language: Victoria's Secret - Di Balik Bikini Seksi
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