Among those brands, Victoria's Secret catalog returns each year to remind one of the coming date with a scream. (Gentlemen, it's February 14.) This year, the scream is a pants' bursting bright-red lacy double D push up bra.

Not only is the first impression on target, with the screen dominated by a picture of a voluptuous model, but all the elements of a branded e-commerce are present: From color-palette, to thumbnail pictures to promotions.

The catalog is well integrated with this distribution channel as well. A click on Catalogue Quick Order (which used to be called "Shop the Catalogue") allows one to choose a recent catalog and browse its pages as with the hardcopy. Unlike the paper version, however, the online catalog allows the user to select, enlarge, size and buy at the click of a mouse. What you do beyond that, with the print or online version, is entirely up to you.

In terms of usability, it is perhaps unfortunate that a Locate Store button is not on the front-page navigation menu. It is however listed at the bottom of the page, as a dhtml rollover. Moreover, Victoria's Secret has paid a great deal of attention to its Customer Service page, where the store locations can indeed be found among many other relevant features.

In sum, Victoria's Secret has developed a superb customer-focused marketing tool-at both strategic and operational levels-that is undoubtedly a benchmark for its lingerie category. Its brand focuses on a lifestyle that teases, shocks, and woos our deepest feelings. Far from lagging behind the stores and catalogs, the e-shop is nicely integrated with the other distribution channels and reinforces the brand presence in a sizable fashion.