Secret brand. Never discount the value of the associates, because they execute the look, feel, and image that marketing and branding strategies create among customers. The Victorias Secret brand is about more than sexy images and supermodels, however. The functional component of the brand is paramount in creating and maintaining fans. Just as Neil Diamonds concerts depend on high-end equipment, competent crew, and expe- rienced band members, Victorias Secret depends on the Product Quality group at corporate headquarters to execute the brand experi- ence seamlessly, from new product development through sourcing to production. Supply-chain issues, from inventory control to delivery, fall under the realm of Limited Logistics Service (LLS), which makes sure that the right products are delivered at the right time, in the right condition, in the right quantities, at the right price, when consumers want them. Rather than relying on vendors to deliver quality goods on time to stores as most department stores do, Victorias Secret exer- cises Madonna-like control of its own logistics systems. Unlike many other firms that view logistics as little more than an operations function, Limited Brands incorporates logistics excellence     into its brand strategy and strength. Nick LaHowchic, president and CEO of LLS, explains the role of logistics to a brand. "Were always asking ourselves, How do we add value to our brand initiatives? How do we use the supply chain as a competitive weapon? How can we take cycle time out of the process? How can we become more agile? " These considerations determine how well the brand promise is deliv- ered at the customer level. If products are out of stock, or if size and color assortments dont match consumer demand, or product quality falls below expectations, the entire brand is tarnished-and even ar- dent fans retreat.     Angels in the Architecture   Victorias Secret has arguably created the fashion show to stop all fashion shows. A standard in fashion circles, the runway show tradi- tionally was primarily directed toward industry insiders who gathered to look at upcoming styles and lines. As the retail industry changed, the runway show evolved from its roots in the buying arena to focus on media and consumer attention. The bigger the brand personality, the more celebrities attend (and vice versa), and the greater the media coverage and brand exposure. Victorias Secret, however, one-ups all other fashion shows, hands down. Rather than turning the heads of industry insiders, it shame- lessly courts fans by broadcasting an hour-long skinfest that highlights the hottest, barely there fashions of the season. Originally developed as a live Internet event, the 2000 show in Cannes, France, broke all records for attracting eyeballs, to the point that volume eclipsed capac- ity and the webcast shut down. The subsequent publicity buzzed about the show itself, its high consumer draw, and the Web crash, eventually reaching an estimated 1.5 billion people worldwide. From a revenue standpoint, it stimulated sales in May-a typically slow period for retail sales.