1.INTRODUCTION OF COMPANY

My PESTEL analysis for this piece of writing is based on the famous international lingerie company, Victoria Secret. Victoria Secret was founded in 1977 by Roy Raymond, and his wife. Roy Raymond’s interest in a lingerie line was sparked by his embarrassment when purchasing lingerie for his wife. It was then that he studied the market before deciding to go into business, opening their very first store in Palo Alto, California. His vision then, was to have a store that would make everyone, especially men, comfortable shopping for lingerie.
Victoria Secret was profitable enough in their first year, for the company to open four more physical locations, as well as a mail order catalogue. Although Roy Raymond’s policy was initially profitable, but as we will discuss in the later parts of this paper, it also had its downsides that almost led to the bankruptcy of Victoria Secret. Today, Victoria Secret is a multi billion dollar conglomerate with more than a thousand stores in more than 180 countries generating an annual income of over five billion.

2. PESTEL ANALYSIS

The external environment of a company can affect everything from company policies, finances, sales, targeted customers and can be a deciding factor in whether the company remains for another season. We will now be doing a more detailed analysis on these six
PESTEL factors. PESTEL refers to the Political, Economic, Social, Technological,
Environmental and Legal forces,