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The Limited looking good after 50 years


The Limited helped changed the way women shop for apparel 50 years ago and this month itis commemorating the occasion with digitally inspired promotions the company’s founders could never have imagined.

The retailer will kick-off its celebration with a special campaign to support Dress for Success, a nonprofit organization that offers professional apparel, a network of support and career development tools to women who are entering or re-entering the work force. The Limited is inviting customers, which it calls clients, to share success stories, life lessons and great moments in their lives – whether personal or professional – with others who can learn from their wisdom. The company is accepting submissions at Plans call for a $1 donation to Dress for Success for every submission, up to $50,000. Additionally, The Limited is donating to Dress for Success 30% of the proceeds from a limited edition clutch purse and a commemorative bracelet that will debut this fall.

The company also plans to introduce specially-designed merchandise to mark the anniversary and employ aggressive digital and social media tactics that empower customers to select the commemorative product that will be featured in stores as well as on a new microsite focused solely on the anniversary.

Fifty years ago, The Limited changed how women shopped for apparel and helped fuel the growth of malls across the country by bringing runway-inspired fashions from New York, Europe and elsewhere to women everywhere.

"Our proudest achievement is the confidence that our clothes inspire," said Nicolas Frechette, SVP of merchandising and a member of the company’s Office of the President. "Our clothes empower our clients to succeed in her personal and professional life, and The Limited remains true to this mission 50 years later by making our client the star of our anniversary campaign. Congratulations to the 10,000 associates who honor this legacy by delivering personal and attentive service to our clients every day."

Owned by private equity firm Sun Capital since 2008, The Limited has fared well under the private equity firm. This year marks the company’s sixth consecutive year of store growth with four new outlet locations, nine new traditional locations and nine remodels planned. Including the locations scheduled to open this year, The Limited will have added 68 stores since 2008 and currently operates 260 stores.


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