Public Relations « Kelli Martin

The top challenge facing Limited Brands is a challenge that is facing many businesses and individuals right now: the current financial market. This directly and drastically affects Limited Brands because they are in a consumer market that relies on the spending of people. Limited Brands is not in the business of making necessities and clothing, accessories, and beauty products often suffer cut backs when people are experiencing financial stress.

The difference between Limited Brands and any other company, is the fact that they keep their audience in mind at all times. Some of the companies under Limited Brands are more affordable than others, and those stores are successful at offering quality products at low to moderate prices. From my experience, it seems that every time I walk into a Victoria’s Secret or Bath and Body Works, the store has several sale and clearance items. They also offer incentives to their loyal customers by offering percentages off when they shop in the store. This keeps there consumers faithful and coming back for more. When times get tough, shopping doesn’t have to with a corporation like Limited Brands.

Photo Adapted from: Victoria’s Secret

Add comment December 3, 2008

Target Publics of Limited Brands

Limited Brands has a saying that has been incorporated in its values: “The customer rules!” By this they mean, ”everything we do must begin and end with an insatiable drive to anticipate and fulfill our customers’ desires.”

While some lines under the Limited Brands name offer products for men, their target audience is definitely women. All six lines offer products that women use all day, everyday. They try to attract men by proving they are a great place to get gifts for girlfriends and wives. Women, though, know they can go into any Limited Brand-owned store and find something for themselves, their mothers, their sisters, their friends, etc.

Some Limited Brands stores are more high-end than others, i.e. Henri Bendel (LOVE this store). This target public is going to be a more wealthy one than the affordable Victoria’s Secret. Limited Brands does a good job of offering products to all income ranges and this is another reason why the company is so successful.

Add comment December 1, 2008

Limited Brands and Grunig and Hunt

James Grunig and Todd Hunt felt it was important for companies to know and understand which model(s) of PR they followed. According to these two, there are four models. There is the Press Agentry/ Publicity Model, Public Information Model, Two-Way Asymmetric Model and Two-Way Symmetric Model. Based on the definitions of these models, I believe that Limited Brands best follows the Two-Way Symmetric Model. This means “the PR practitioner conducts research to determine the views of a particular constituency and then uses that information to help achieve the objectives of both the client organization and the constituency” (Doorley and Garcia, 2007).The basis of my belief is the fact that Limited Brands finds receiving feedback from consumers just has important as sending information out to those consumers, so that rules out the Two-Way Asymmetric Model. While Limited Brands wants to get as much publicity as possible, the company cares about its perception and does not want its name out there just for the sake of being out there, so that rules out Press Agentry Publicity Model. The Public Information Model tends to apply to government agencies and nonprofits, so that does not pertain to Limited Brands.

Doorley, J, & Garcia, H (2007). Reputation Management. New York, NY: Routledge.

Add comment December 1, 2008

Limited Brands and the Weather Crisis

Limited Brands provides hotlines that associates can call to find out about how the weather and criseswill effect the work day, which is pretty impressive to me. Through a connection on LinkedIn, I spoke with a former employee of Limited Brands who happened to work there during the Hurricane Katrina catastrophe. This is what he had to say:

“[Limited Brands] was on it immediately. They sent an email to all employees alerting us that many of the [Limited Brands] associates would be effected and telling us to stay tuned for any developments. Then they updated us as necessary. They worked hard to identify all of the associates that were going to be impacted and prepared to assist them. They also let us know what they were preparing and ready to do for those associates including finding places for them to work and letting us know where and how to donate money. They also made us aware of the volunteer organizations that were involved and how we could get involved with them.”

He went on to say he “was impressed as an employee at how quickly [Limited Brands] was on top of this and how quickly they formulated a plan to help all of those involved.”

I was really impressed with Limited Brands after reading what this former employee had to say. They even tried to accommodate those who wanted to take time off to volunteer in the recovery efforts. Who wouldn’t want to be involved in a company like that? At least you know you’d be taken care of in case of an emergency!

Add comment November 30, 2008

The soft side of Limited Brands…

One aspect I set out on researching was the philanthropic side of Limited Brands. As I expected, Limited Brands is highly involved in its communities. The company feels a social responsibility to its employees, its consumers and even those who have never been involved with the company. There is a page on their website dedicated to community news that can easily show all the things the comany does to help others. The company is highly involved in the communities in which it has offices. They give back by providing monetary donations to women’s shelters and organizations that will aid in the literacy development of children. The company is also very involved in a tutoring program in Columbus, Ohio.

“Giving Back has always been an important part of the way we do business at Limited Brands, and I believe that in reaching out and giving to others, we enrich all our lives.” — Les Wexner, chairman and CEO

Add comment November 30, 2008

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