Victoria’s Secret is the leading and dominating retailer of lingerie and beauty products in the world today. The store had created its image as sexy, glamorous, and innovative. In 1998 management launched victoriassecret.com which made its first splash with video footage of the 1999 fashion show. Tickets were extremely hard to get and many people longed to get a glimpse of the action which webcasts now made possible. Victoria’s Secret was the first ever dot com commercial during the Super Bowl. Despite all the marketing, the website did not do as well as top management hoped it would. Therefore, the company invested in back-end infrastructure and technology which allowed the website to handle up to two million viewers. Another attempt at making the website a success was Heidi Klum. The Victoria’s Secret model allowed the company to shoot footage of her talking to customers about different swimsuit designs as they used the site and made their purchases. Thanks to the recognition of Ms. Klum the website became an overnight sensation and today employs forty people as the media group. The website receives ten million dollars as an annual budget and sales spiked the following year. Victoriassecret.com has become a leading way for customers to shop wherever they are and whenever they can.
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