About The Limited
Founded in Columbus, Ohio in 1963 by Leslie Wexner, the Limited’s name was meant to reflect Wexner’s desire to focus on clothing just for younger women. His parents had had a store in the Columbus area, which had been named after him, but they provided general merchandise. The Limited brand would continue to grow and to evolve as the years went by. In 1980, the company branched out to the Limited Express, that company is now known simply as Express. In the ‘90s, the store again branched out, this time catering to an even younger generation of girls with the Limited Too. That group of stores was renamed Justice in 2008.
The Limited brand bought up stores, brands and parts of brands over the years including Victoria’s Secret, Bath and Body Works and Structure. Some of those stores have been rebranded, while others have remained virtually unchanged. As for the Limited, from its beginnings in Columbus, it has become a major retail force across the nation. The company retains its headquarters though in New Albany, Ohio.
Top Items at the Limited
The Limited caters to younger women, aiming for those who are in their late teens to early to mid-twenties with items that range from sporty casuals to dressy party clothes and even some job appropriate business wear with an eye toward the hottest and latest trends. The store carries:
- Sweaters and tops
- Dresses and skirts
- Jackets and blazers
- Pants and denim
Everything at the Limited is divided not only by sizes but often by collection names or type of event. For instance, the store will give their winter sweaters a certain name and then display them in as group under that name.
Hot Items at the Limited
Every season brings with it new trends at the Limited. For the fall and winter, the store is showing off the top trends in warm outer wear as well as layering. Another staple of the season is the party dress, with everything from the little black dress to the season’s boldest colors and more. Sequins, sparkles and other embellishments are just part of the top selling, hot right now looks that you will find at the Limited stores. Jewel tone colors are also hot, showing you that you don’t have to stick to basic black to make a super impressive first impression no matter what type of party you are attending.
Sizing at the Limited Stores
Some stores have drawn some major heat for not carrying a wide enough range of sizes. Whether there are not enough small sizes or not enough of the larger sizes, there are always complaints. The sizes that are carried by each store may reflect consumer demand as well as the space allowances. A smaller store can only carry the top selling sizes in each item rather than carrying the full range of sizes.
Other stores may carry more of their top sizes and only a small number of the other sizes. This allows them to display more items on the floor without taking up space with sizes that are not being sold quickly enough. Tops, denim items, skirts and dresses are sized in Extra Small to Extra Large, which translates to Size 0 to 16. Pants, (trousers, slacks and others not made of denim) as well as outerwear are sized in Extra-Extra Small to Extra Large, which is 00 to 16.
The Limited Outlets
There are 64 Limited outlet stores across the country both in malls and as standalone stores. The company has continued to expand and has announced its intention to focus on expanding its outlet presence. Four new stores have opened or will open since that announcement was made in the beginning of 2013. Those new stores can be found in the following outlet malls:
- Opry Mills Outlet Mall in Nashville, Tennessee
- The Fashion Outlet of Chicago in Rosemont, Illinois
- Tanger Outlet Center in San Marcos, Texas
- Great Lakes Crossing Outlet Mall in Auburn Hills, Michigan
What to Look for at the Outlet Stores
When you shop at an outlet store, you might be surprised to see the amazing range of items that you will find there. Most offer deeply discounted items that include closeouts and discontinued items as well as the end of the season items that would normally be sold in hopes of selling the following year. Some trends are classic and can be sold that way while others are more here today and absolutely no good tomorrow. If they do not sell this year, they never will. Those items will probably have the deepest reductions in prices and will save you the most money.
Off sizes are also one of the bigger sellers in the outlet stores. These are the sizes that are not as commonly sold in your local stores. For instance, if the local store sells items from 00 to size 4, the outlets in that area might have mostly the larger sizes because they did not sell as well. Items that are labeled for a certain holiday or special event will often make it to the outlets just as that holiday arrives or just a day or so after it ends. Halloween themed accessories, for instance, may start showing up at the outlets the last week of October with the rest of the inventory being sent there by the first week of November. Items that are just not selling in the main stores at all may be sent to the outlet right away to make room for stuff that will sell.