First, given the company's strong market share, its profitability, and its ownership by the larger Limited Brands, Victoria's Secret will emerge from the current global economic downturn with far less risk and damage than many of its smaller competitors (Victoria's Secret 2008; Hoover 2010). Another opportunity facing the company is the increase in current fashion trends of "sexy" outerwear and underwear as modeled by pop stars and the increasingly media-potent socialites of the day (VIP 2010). Victoria's Secret has already begun to capitalize on these opportunities and continuing to do so will improve its external position. The economic downturn also creates something of a threat for the company, however. As a luxury brand, Victoria's Secret runs the risk of losing clientele based on perceptions and realities of affordability and simple price competition in the market, and there is already evidence that this has occurred to some degree (Victoria's Secret 2008; Hoover 2010; White 2010). Though the company has a strong internet presence, increasing reliance on web-based shopping and especially the use of multi-product ad discount sites such as Amazon.com form a new class of competition for Victoria's Secret's retail operations that the company has not necessarily met with the degree of efficacy necessary (Yahoo 2010; White 2010). These threats will need to be addressed for continuing company success.

Just as Victoria's Secret's internal position is relatively strong on balance, it faces more external opportunities than it does threats. Continuing to capitalize on its already large market share and the relatively weakened positions of its competitors will enable more effective growth and profitability for the company in the coming years (White 2010). This must be balanced, however, by an awareness of the increased competition and potential reduction of market share...

It moved from a small independent retail operation to in international sales behemoth and a division of a large multi-national conglomerate in the span of just under a decade, and has continued to grow and achieve greater levels of success since being purchased and operated by Limited Brands (White 2010). The company's future seems quite optimistic given the SWOT analysis provided above; though there are negative elements facing the company form within and without, in general it is in a very strong position and it seems likely that its growth and profitability will continue well into the twenty-first century.
References

Hoover. (2010). "Victoria's Secret." Accessed 14 November 2010. http://www.hoovers.com/company/Victorias_Secret_Stores_LLC/rfccjyi-1.html

VIP. (2010). "Katy Perry helps send sexy Victoria's Secret show out with a bang." Accessed 14 November 2010. http://www.vipnewsroom.com/katy-perry-helps-send-sexy-victorias-secret-show-out-with-a-bang-miranda-kerr-most-recent-news/010141

Victoria's Secret. (2008). Annual Report. Accessed 14 November 2010. http://www.scribd.com/doc/6738710/Victorias-Secret-Annual-Report

Yahoo. (2010). "Victoria's Secret: Profile." Accessed 14 November 2010. http://biz.yahoo.com/ic/104/104484.html

White, C. (2010). "Victoria's Secret." Accessed 14 November 2010. http://www.pamperedpassions.com/victorias_secret.html