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limited brands annual report 1996_full
This document is the 1996 annual report of The Limited Inc. It includes the Chairman's letter which discusses the company's performance in 1996. Key points: - Most brands like Victoria's Secret and Abercrombie & Fitch had solid growth, while Express struggled significantly. - Overall sales were $8.6 billion with operating income of $636 million, up from 1995. - The strategic plan set in 1995 to reinvent core businesses is having impact and working well. Brand building was emphasized over promotions. - Victoria's Secret in particular strengthened its brand and became the dominant lingerie brand through focusing on fashion over constant promotions.
