Franchise "Victoria Secret" in Russia

The girl and the fitting room are inseparable concepts. He really loves the beautiful sex clothes. Especially designer enchanting underwear, decorated with all kinds of ribbons, beads, rhinestones. Therefore, lingerie stores are multiplying exponentially. The Victoria Secret franchise is especially popular today. How to open a business under such a famous brand? Is it profitable to use a franchise, or is it easier to open an original lingerie store? In the end, how to conclude a contract?

Briefly about the main thing

Victoria's Secret is a shark in the sale of women's underwear and swimwear. The trading assortment is wide and varied. In addition, it is regularly updated. Each lady can choose something for herself here for herself. Creative designers are developing new collections that demonstrate a riot of colors and styles. The scatter is serious - the company produces modest and comfortable sets, and frank playful headsets. The company's message is addressed to women who value themselves and want to look perfect.

Only forward

The development of the company does not stand still. New directions are constantly opening up. For example, today Victoria's Secret not only presents underwear and pajamas, but also produces collections of outerwear, erotic dresses and tops, sportswear and seductive shoes. Becomes the universal Victoria Secret franchise. Its description also includes cosmetics and skin care products. Attention is focused on sensual aromas.

The brand is popular in the USA and Europe, but it is relatively recent in the Russian market. The first store opened in Moscow in 2011, and the Victoria Secret master franchise is owned by Monex Trading. Eight stores under the same brand have opened in the capital today, and the company is very pleased with the sales results. As a result, it was decided to expand the network of stores throughout the country. There is an active search for new premises for women's clothing boutiques.

The main message

The idea of ​​the store came to the American Roy Raymond, who chose a gift for his wife and was annoyed by the low service in the linen departments, as well as the meager assortment and poor quality. Sales consultants could not properly serve men. Raymond did not buy a gift, but the idea of ​​his own line of lingerie firmly stuck in his head. The first Victoria Secret boutique opened at Stanford Mall in 1977. The success was deafening. The lion's share of it fell on a cozy calm atmosphere reigning in the store. Customers favorably appreciated the luxurious interior of the store and the new approach to product placement (the most popular models were on mannequins, and most of the sets were on the shelves). This approach facilitated the search, eliminating the prospect of sorting through endless rows of linen. Pleased and trained staff coming to the aid of a confused consumer.

Five years later, six brand stores were already operating in the United States, and in 1982, Victoria Limited was acquired by The Limited. After that, the brand began to develop at supersonic speed. Today there are more than a thousand boutiques around the world, but the lion's share is located in the United States and Canada. There are about a dozen stores in Russia, but the network is expanding. So the Victoria Secret franchise is waiting for its “heroes”. A potential entrepreneur should be interested in the woman’s inner world, her desires and her fears. The fan of the brand is strong, courageous, bright and incredibly feminine. This is a female cat that can transform into a female mouse. She needs comfort without compromising on quality, sexuality and color. Therefore, the brand’s underwear is so “tasty.” Colors are pleasing to the eye, and material is pleasing to the body! A woman should have a choice and dress beautifully even at home.

Nuances, questions

Before deciding to connect your business with such a brand, it would be nice to analyze all the advantages of working in the future.So, first of all, the Victoria Secret franchise gives you a name that has proven itself in the market.

The payback period is extremely short - from three to nine months. You can set the margin on the goods sold on your own, focusing on the exclusivity of the collection, the territorial location of the store, the prestige of the outlet. Your store should have a flexible pricing policy and affordable prices ranging from 10 to 100 dollars.

You conclude a contract for a period of one to five years and can be extended at will. And for the entire duration of the contract you will receive advice from the franchisee.

There are conditions

So, closer to the point. What are the conditions for the Victoria Secret franchise? First of all, you should understand that this is a rather specific business, and you won’t be able to stand at the head without personal interest. Secondly, without material support, work here will not work a priori. By the way, the minimum investment should be 25 thousand dollars. You will also have to choose what is preferable for you - sub-franchising or master franchisee.

In the first option, you get from the franchisee special rights to work in a pre-agreed territory. You can open your own points and even resell the franchise to a third party. But the master franchisee must have commercial experience and business knowledge in order to adapt to the conditions of the social market, create a head office and develop a network. This option provides for a large degree of authority. In essence, a master franchisee is a substitute to whom a brand transfers responsibility within a certain territory. Such a territory usually becomes a whole country. Therefore, master franchising is used by international corporations. And for such responsibility will have to pay at least 35 thousand dollars. Of course, franchise prices in Moscow and St. Petersburg are negotiated individually.

Applicable to Russia

Speaking about the conditions, it should be noted that a number of requirements are also imposed on the premises. Victoria Secret is interested in large shopping centers in the dynamic areas of the city. The room should be located on the ground floor and have a minimum area of ​​30 squares. You have to spend money on design, because this brand is distinguished by luxury and high quality, but with the right amount of warmth and comfort.

Women really want to have at least several sets of luxury linen in their wardrobe, and therefore the Victoria Secret franchise in Russia should give a feeling of luxury, wealth and success.

Arguments for"

Many people stop thinking, but is the Victoria Secret franchise profitable ?! The payback of this brand is very high - already in three months of work you can go plus. But it is worth noting the pros and cons of working directly with the brand. So, the category of advantages includes the availability of free consultations from the parent company on the choice of location and other organizational issues. A novice entrepreneur receives a ready-made business plan with all the details displayed. With the help of the head office, employees are trained, training seminars and trainings are regularly organized.

Of course, the advantages include brand promotion, a wide selection of quality products, ready-made advertising layouts, constant updating of collections, affordable prices for goods and the ability to set your mark-up.

So success will not be long in coming, because you will literally be held by the handle along the business path. Of course, you should not open a store in a quiet rural area, as the potential audience of Victoria Secret are women who are located to buy expensive luxury lingerie. You should not worry about the stability of demand, because the product range consists not only of underwear, but also includes clothes for home, swimwear and much more.

Arguments against"

And now let's go over the minuses that such a project also has. So, what can upset Victoria Secret underwear franchise? Firstly, there is the strictest selection of franchisees, and high demands are placed on the premises of the store. Secondly, the cost of a franchise is high for many entrepreneurs, and the payback period can vary. And thirdly, a lot depends on the location of the outlet.

These disadvantages are very logical and can really discourage the acquisition of a franchise. There is plenty of money to invest, but the brand does not guarantee success. So you need to make a detailed analysis of your own pros and cons. Do you have any business experience? Are you loyal to the Victoria Secret brand? Own loyalty is half the success. People will have to be attracted to this business, never rest on their laurels, as investments are constantly required. The nuance is also that this is underwear and clothes of an elite level, that is, you “repel” the category of modest housewives, students or age ladies in advance. In order to prevent such screenings, customers will have to come up with all kinds of "lures", including discounts, bonus programs and seasonal offers.

People say

In the end, is the Victoria Secret franchise worth the candle? Customer reviews will say much more than dry statistics. Girls are unanimous in the opinion that the brand has become symbolic of female attractiveness and sexuality. For more than forty years, the brand of underwear has not lost popularity. It is very pleasing to customers that the range of the brand has expanded significantly and began to include home clothes, swimwear and a line of accessories.

Every woman wants to stay beautiful at any moment, and Victoria Secret satisfies this need. With such a "helper" ladies can be spectacular for their half or calm and gentle for their loved ones. The brand has received worldwide recognition for the quality of models and for their abundance. Every thing has a perfect fit. Lingerie does not emphasize flaws and has only natural fabrics in its composition, and therefore does not cause allergies.