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In 1999, almost 10 percent of the merchandise sold by VictoriasSecret.com went to consumers in countries where Columbus-based Intimate Brands Inc. doesn't operate stores.
In 2000, the company plans to double that level of business, and it will kick off its marketing campaign with the Web broadcast of its spring lingerie style show from the Cannes Film Festival. The May 18 Webcast will undoubtedly rival the $5 million blitz Intimate Brands created last February for its Internet broadcast of its Wall Street fashion show.
"The Cannes show is really our first step toward raising international recognition of the brand," said Cynthia Fields, chief executive of Victoria's Secret Cata logue, the division that also includes Victorias Secret.com.
Victoria's Secret Catalogue reported sales of $799 million in fiscal 1999. Though the company does not separate its dot.com sales from catalog-order sales, executives confirmed that its electronic commerce site, VictoriasSecret.com, has been profitable from its first year. The full company reported 1999 sales of $3 billion.
Analyst Jeff Stein, managing partner of Cleveland-based McDonald Investments, said the...