SECURITIES AND EXCHANGE COMMISSION
                           Washington, D.C.   20549
                      __________________________________


                                   FORM 10-Q


[X]  QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934

For the quarterly period ended August 3, 1996
                               --------------

                                      OR

[ ]  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934

For the transition period from             to
                               -----------    ------------


                         Commission file number 1-8344
                                                ------


                               THE LIMITED, INC.
            ------------------------------------------------------
            (Exact name of registrant as specified in its charter)


           Delaware                                     31-1029810
- ---------------------------------                       ----------
(State or other jurisdiction of             (I.R.S. Employer Identification No.)
incorporation or organization)


           Three Limited Parkway, P.O. Box 16000, Columbus, OH 43216
           ---------------------------------------------------------
           (Address of principal executive offices)       (Zip Code)


Registrant's telephone number, including area code        (614)   479-7000
                                                   ----------------------------


Indicate by check mark whether the registrant (1) has filed all reports required
to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the preceding 12 months (or for such shorter period that the registrant was
required to file such reports), and (2) has been subject to such filing
requirements for the past 90 days.    Yes   X       No 
                                          -----        -----

Indicate the number of shares outstanding of each of the issuer's classes of
common stock, as of the latest practicable date.

Common Stock, $.50 Par Value                  Outstanding at August 30, 1996
                                              ------------------------------
                                                     270,967,452 Shares

 
                               THE LIMITED, INC.
                               TABLE OF CONTENTS





                                                                        Page No.
                                                                        --------
                                                                     
Part I.  Financial Information

 Item 1.  Financial Statements
   Consolidated Statements of Income
     Thirteen and Twenty-six Weeks Ended
       August 3, 1996 and July 29, 1995................................      3

   Consolidated Balance Sheets
       August 3, 1996 and February 3, 1996.............................      4

   Consolidated Statements of Cash Flows
     Twenty-six Weeks Ended
       August 3, 1996 and July 29, 1995................................      5

   Notes to Consolidated Financial Statements..........................      6

 Item 2.  Management's Discussion and Analysis of
          Results of Operations and Financial Condition................     10

Part II.  Other Information

 Item 6.  Exhibits and Reports on Form 8-K.............................     19

 
 

 
                        PART I - FINANCIAL INFORMATION

Item 1.  FINANCIAL STATEMENTS
 
                      THE LIMITED, INC. AND SUBSIDIARIES
                       CONSOLIDATED STATEMENTS OF INCOME
                     (Thousands except per share amounts)

                                  (Unaudited)


 
                                            Thirteen Weeks Ended      Twenty-six Weeks Ended
                                          -----------------------   -------------------------
                                           August 3,    July 29,     August 3,      July 29,
                                             1996         1995         1996          1995
                                          -----------  ----------   -----------   -----------
                                                                          
NET SALES                                 $1,895,601   $1,718,643   $3,683,544     $3,306,777

   Cost of Goods Sold, Occupancy
       and Buying Costs                    1,403,692    1,294,947    2,722,094      2,480,415
                                          ----------   ----------   -----------    ----------
GROSS INCOME                                 491,909      423,696      961,450        826,362
                                                                                   
   General, Administrative and                                                     
   Store Operating Expenses                  410,367      326,943      826,072        649,589
                                          ----------   ----------   -----------    ----------
OPERATING INCOME                              81,542       96,753      135,378        176,773
   Interest Expense                          (18,734)     (20,200)     (35,281)       (36,688)
   Other Income, Net                           6,512        4,209       23,654          6,888
   Minority Interest                          (8,170)           -      (12,449)             -
                                          ----------   ----------   -----------    ---------- 
INCOME BEFORE INCOME TAXES                    61,150       80,762      111,302        146,973
                                                                                     
   Provision for Income Taxes                 28,000       32,000       50,000         59,000
                                          ----------   ----------   -----------    ---------- 
NET INCOME                                $   33,150   $   48,762   $   61,302     $   87,973
                                          ==========   ==========   ==========     ========== 
NET INCOME PER SHARE                            $.12         $.14         $.21           $.25
                                          ==========   ==========   ==========    ===========  
DIVIDENDS PER SHARE                             $.10         $.10         $.20           $.20
                                          ==========   ==========   ==========    ===========  
WEIGHTED AVERAGE SHARES OUTSTANDING          272,077      358,961      291,284        358,468
                                          ==========   ==========   ==========    ===========  


  The accompanying notes are an integral part of these consolidated financial
                                  statements.

                                       3

 
                       THE LIMITED, INC. AND SUBSIDIARIES

                          CONSOLIDATED BALANCE SHEETS

                                  (Thousands)


 
                                           August 3,     February 3,
               ASSETS                        1996            1996
               ------                     -----------    ----------- 
                                          (Unaudited)
                                                  
CURRENT ASSETS:
  Cash and Equivalents                    $    33,050    $1,645,731
  Accounts Receivable                          96,282        77,516
  Inventories                               1,116,060       958,953
  Other                                       137,692       117,832
                                          -----------    ----------  
TOTAL CURRENT ASSETS                        1,383,084     2,800,032
 
PROPERTY AND EQUIPMENT, NET                 1,772,019     1,741,456
 
RESTRICTED CASH                               351,600       351,600
OTHER ASSETS                                  382,201       373,475
                                          -----------    ---------- 
TOTAL ASSETS                              $ 3,888,904    $5,266,563
                                          ===========    ==========  
   LIABILITIES AND SHAREHOLDERS' EQUITY
   ------------------------------------ 
CURRENT LIABILITIES:
  Accounts Payable                        $   343,897    $  280,659
  Accrued Expenses                            400,146       388,818
  Commercial Paper                            116,982             -
  Notes Payable                               150,000             -
  Income Taxes                                  6,101        47,098
                                          -----------    ----------    
TOTAL CURRENT LIABILITIES                   1,017,126       716,575
 
LONG-TERM DEBT                                650,000       650,000
 
DEFERRED INCOME TAXES                         166,998       250,857
 
OTHER LONG-TERM LIABILITIES                    50,736        50,791

MINORITY INTEREST                              47,068        45,699

CONTINGENT STOCK REDEMPTION AGREEMENT         351,600       351,600

SHAREHOLDERS' EQUITY:
  Common Stock                                180,352       180,352
  Paid-in Capital                             141,315       137,134
  Retained Earnings                         3,207,492     3,200,350
                                          -----------    ----------    
                                            3,529,159     3,517,836
 
  Less Treasury Stock, at Average Cost     (1,923,783)     (316,795)
                                          -----------    ----------     
TOTAL SHAREHOLDERS' EQUITY                  1,605,376     3,201,041
                                          -----------    ----------     
  TOTAL LIABILITIES AND 
    SHAREHOLDERS' EQUITY                  $ 3,888,904    $5,266,563
                                          ===========    ==========    

The accompanying notes are an integral part of these consolidated financial
statements.

                                       4

 
                       THE LIMITED, INC. AND SUBSIDIARIES

                     CONSOLIDATED STATEMENTS OF CASH FLOWS

                                  (Thousands)

                                  (Unaudited)


 
                                           Twenty-six Weeks Ended
                                           ----------------------
                                           August 3,     July 29,
                                             1996          1995
                                          ----------    --------- 
                                                  
CASH FLOWS FROM OPERATING ACTIVITIES:
  Net Income                              $    61,302   $  87,973
                                        
  Impact of Other Operating              
   Activities on Cash Flows:             
    Depreciation and Amortization             144,346     141,410
    Minority Interest, Net of                   
     Dividends Paid                             1,369           -
    Changes in Assets and                
     Liabilities:                        
      Accounts Receivable                     (18,766)     30,822
      Inventories                            (157,107)   (193,488)
      Accounts Payable and                     
       Accrued Expenses                        74,566      79,090
      Income Taxes                           (124,856)   (119,039)
      Other Assets and Liabilities            (12,544)    (31,597)
                                          -----------   ---------   
NET CASH USED FOR OPERATING ACTIVITIES        (31,690)     (4,829)
                                          -----------   ---------    
INVESTING ACTIVITIES:
 
  Capital Expenditures                       (191,006)   (170,345)
  Businesses Acquired                               -     (18,000)
                                          -----------   ---------   
NET CASH USED FOR INVESTING ACTIVITIES       (191,006)   (188,345)
                                          -----------   ---------    
FINANCING ACTIVITIES:
  Net Proceeds from Commercial                
   Paper Borrowings and               
   Certificates of Deposit                    116,982      35,800
  Proceeds from Short-Term                    
   Borrowings                                 150,000     250,000
  Dividends Paid                              (54,160)    (71,261)
 
  Purchase of Treasury Stock               (1,615,130)     (8,981)
  Stock Options and Other                      12,323       7,427
                                          -----------   ---------    
NET CASH PROVIDED FROM (USED FOR)          
 FINANCING ACTIVITIES                      (1,389,985)    212,985
                                          -----------   ---------    
NET INCREASE (DECREASE) IN CASH AND        
 EQUIVALENTS                               (1,612,681)     19,811
  Cash and Equivalents, Beginning
   of Year                                  1,645,731     242,780        
                                          -----------   ---------    
CASH AND EQUIVALENTS, END OF PERIOD       $    33,050   $ 262,591
                                          ===========   =========    

  The accompanying notes are an integral part of these consolidated financial
                                  statements.

                                       5

 
                       THE LIMITED, INC. AND SUBSIDIARIES

             NOTES TO CONSOLIDATED FINANCIAL STATEMENTS (UNAUDITED)

1.  BASIS OF PRESENTATION

     The consolidated financial statements include the accounts of The Limited,
     Inc. (the "Company") and all significant subsidiaries which are more than
     50 percent owned and controlled.  All significant intercompany balances and
     transactions have been eliminated in consolidation.

     Investments in other entities (including joint ventures) which are more
     than 20 percent owned are accounted for on the equity method.

     The consolidated financial statements as of and for the periods ended
     August 3, 1996 and July 29, 1995 are unaudited and are presented pursuant
     to the rules and regulations of the Securities and Exchange Commission.
     Accordingly, the consolidated financial statements should be read in
     conjunction with the financial statement disclosures contained in the
     Company's 1995 Annual Report.  In the opinion of management, the
     accompanying consolidated financial statements reflect all adjustments
     (which are of a normal recurring nature) necessary to present fairly the
     financial position and results of operations and cash flows for the interim
     periods, but are not necessarily indicative of the results of operations
     for a full fiscal year.

     The consolidated financial statements as of August 3, 1996 and for the
     thirteen and twenty-six week periods ended August 3, 1996 and July 29, 1995
     included herein have been reviewed by the independent accounting firm of
     Coopers & Lybrand L.L.P. and the report of such firm follows the notes to
     consolidated financial statements.

2.   ADOPTION OF ACCOUNTING STANDARD

     In October 1995, the Financial Accounting Standards Board issued SFAS No.
     123, "Accounting for Stock - Based Compensation".  The Company will make
     the required disclosures in its 1996 Annual Report.

3.   INVENTORIES

     The fiscal year of the Company and its subsidiaries is comprised of two
     principal selling seasons:  Spring (the first and second quarters) and Fall
     (the third and fourth quarters).  Valuation of finished goods inventories
     is based principally upon the lower of average cost or market determined on
     a first-in, first-out basis utilizing the retail method.  Inventory
     valuation at the end of the first and third quarters reflects adjustments
     for inventory markdowns and shrinkage estimates for the total selling
     season.

                                       6

 
4.   PROPERTY AND EQUIPMENT, NET

     Property and equipment, net, consisted of (thousands):



                                           August 3,    February 3,
                                              1996          1996
                                          -----------   ----------- 
                                                  
Property and equipment, at cost           $ 3,150,493   $ 3,018,757
Accumulated depreciation and
 amortization                              (1,378,474)   (1,277,301)
                                          -----------   ----------- 
Property and equipment, net               $ 1,772,019   $ 1,741,456
                                          ===========   ===========   


5.   INCOME TAXES

     The provision for income taxes is based on the current estimate of the
     annual effective tax rate. Income taxes paid during the twenty-six weeks
     ended August 3, 1996 and July 29, 1995 approximated $141.9 million and
     $156.5 million.

     The Internal Revenue Service has assessed the Company for additional taxes
     and interest for years 1989 - 1992.  The assessment was based primarily on
     the treatment of transactions involving the Company's foreign operations
     and construction allowances.  Although a deposit has been made to mitigate
     further interest being assessed, the Company strongly disagrees with the
     assessment and is vigorously contesting the matter.  Management believes
     resolution of this matter will not have a material adverse effect on the
     Company's results of operations or financial condition.

6.   FINANCING ARRANGEMENTS

     Unsecured long-term debt consisted of (thousands):



                                         August 3,       February 3,
                                           1996              1996
                                        ----------       ----------- 
                                                  
7 1/2% Debentures due March 2023          $250,000          $250,000
7 4/5% Notes due May 2002                  150,000           150,000
9 1/8% Notes due February 2001             150,000           150,000
8 7/8% Notes due August 1999               100,000           100,000
                                          --------          --------  
                                          $650,000          $650,000
                                          ========          ========  


     The Company maintains a $1 billion unsecured revolving credit agreement
     (the "Agreement").  Borrowings outstanding under the Agreement are due
     December 14, 2000.  However, the revolving term of the Agreement may be
     extended an additional two years upon notification by the Company on the
     second and fourth anniversaries of the effective date (December 15, 1995),

                                       7

 
     subject to the approval of the lending banks.  The Agreement has several
     borrowing options, including interest rates which are based on either the
     lender's "Base Rate", as defined, LIBOR, CD based options or at a rate
     submitted under a bidding process.  Facilities fees payable under the
     Agreement are based on the Company's long-term credit ratings, and
     currently approximate 1/8% of the committed amount per annum.  The
     Agreement contains covenants relating to the Company's working capital,
     debt and net worth.  No amounts were outstanding under the Agreement at
     August 3, 1996.

     The Agreement supports the Company's commercial paper program which is used
     from time to time to fund working capital and other general corporate
     requirements. Commercial paper outstanding at August 3, 1996 approximated
     $117 million.

     Two subsidiaries at Abercrombie & Fitch Co. ("A&F"), a wholly-owned
     subsidiary of the Company, borrowed $150 million under a bank credit
     agreement in July 1996. The borrowings are guarenteed by A&F. The LIBOR-
     related interest rate at August 3, 1996 was 5.92%. The agreement places
     certain limitations on A&F and contains financial covenants, including
     fixed charge coverage and a maximum ratio of debt to earnings before income
     taxes, depreciation and amortization. The amounts borrowed are repayable in
     nine consecutive semi-annual installments, commencing on June 30, 1997,
     provided that borrowings must be repaid by the excess cash flow (as defined
     in the credit agreement) of A&F, which will include the net proceeds of any
     public offering. In addition, any outstanding borrowings must be paid in
     full in the event that the Company ceases to own directly at least 80% of
     the outstanding stock of A&F.

     Up to $250 million of debt securities and warrants to purchase debt
     securities may be issued under the Company's shelf registration statement.

     Interest paid during the twenty-six weeks ended August 3, 1996 and July 29,
     1995 approximated $34.6 million and $34.5 million.


7.   SELF-TENDER OFFER

     On March 17, 1996, the Company completed the repurchase for $1.615 billion
     or $19 per share of 85 million shares of its common stock under a self-
     tender offer.

8.   RECENT DEVELOPMENT

     On June 26, 1996, the Company announced that the Board of Directors
     approved a plan to file a registration statement for an initial public
     offering of Abercrombie & Fitch Co., a wholly-owned subsidiary. On August
     29, 1996, Abercrombie & Fitch Co. filed a Registration Statement with the
     Securities and Exchange Commission. It is expected that the new company
     will be approximately 86% owned by the Company, with the balance owned by
     public shareholders. This action represents the next step in the Company's
     plan, announced in Spring 1995, to reconfigure the Company in a manner
     designed to encourage entrepreneurial management, yield improved operating
     performance, develop new growth opportunities and increase shareholder
     value.

                                       8

                       REPORT OF INDEPENDENT ACCOUNTANTS

To the Audit Committee of
  The Board of Directors of
  The Limited, Inc.

We have reviewed the condensed consolidated balance sheet of The Limited, Inc.
and Subsidiaries at August 3, 1996, and the related condensed consolidated
statements of income and cash flows for the thirteen-week and twenty six-week
periods ended August 3, 1996 and July 29, 1995. These financial statements are
the responsibility of the Company's management.

We conducted our review in accordance with standards established by the
American Institute of Certified Public Accountants. A review of interim
financial information consists principally of applying analytical procedures
to financial data and making inquiries of persons responsible for financial
and accounting matters. It is substantially less in scope than an audit
conducted in accordance with generally accepted auditing standards, the
objective of which is the expression of an opinion regarding the financial
statements taken as a whole. Accordingly, we do not express such an opinion.

Based on our review, we are not aware of any material modifications that
should be made to the accompanying financial statements for them to be in
conformity with generally accepted accounting principles.

We have previously audited, in accordance with generally accepted auditing
standards, the consolidated balance sheet as of February 3, 1996, and the
related consolidated statements of income, shareholders' equity, and cash
flows for the year then ended (not presented herein); and in our report
dated February 26, 1996, except for paragraph 11 in Note 1 and Note 9, as
to which the date is March 18, 1996, we expressed an unqualified opinion
on those consolidated financial statements. In our opinion, the information
set forth in the accompanying condensed consolidated balance sheet as of
February 3, 1996, is fairly stated, in all material respects, in relation
to the consolidated balance sheet from which it has been derived.

                                            COOPERS & LYBRAND L.L.P.

Columbus, Ohio
September 10, 1996

 
Item  2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF RESULTS OF
          OPERATIONS AND FINANCIAL CONDITION

RESULTS OF OPERATIONS

During the second half of 1995 and the first quarter of 1996, the Company
entered into a series of transactions that affected the comparability of the
quarterly financial statements: 1) the initial public offering of a 16.9%
interest in Intimate Brands, Inc. ("IBI"); 2) the sale of a 60% interest in the
Company's previously wholly-owned credit card bank, World Financial Network
National Bank ("WFNNB"); and 3) a reduction in outstanding shares reflecting the
Company's 85 million share repurchase via a self-tender consummated effective
March 17, 1996.  Accordingly, to aid in the analysis of second quarter and year-
to-date 1996 financial information as compared to the respective periods in
1995, certain pro-forma adjustments, including the tax impact, have been made to
the 1996 and 1995 results as follows: 1) the 1995 general, administrative and
store operating expenses have been adjusted for the fourth quarter 1995 sale of
a 60% interest in WFNNB, as if the sale had been consummated at the beginning of
1995; 2) the 1995 income statement has been adjusted to reflect the minority
interest arising from the IBI transaction as if it had occurred as of the
beginning of 1995; 3) weighted average shares outstanding have been reduced to
reflect the 85 million share repurchase as if it occurred at the beginning of
1995; and 4) the 1996 income statement has been adjusted to remove $10.5 million
in interest income earned in the first quarter from the temporary investment of
the proceeds from the IBI and WFNNB transactions that were used to consummate
the self-tender effective March 17, 1996.
 
The adjusted pro-forma summary income information is presented below.
 


                                                                                 Second Quarter
                                          Second Quarter 1995                         1996
                             -----------------------------------------------    ----------------
                                                                Adjusted
                              As Reported      Pro-Forma        Pro-Forma         As Reported 
                             July 29, 1995    Adjustments     July 29, 1995      August 3, 1996
                             -------------   -------------   ---------------    ---------------- 
                                                                      
Net sales                       $1,718,643     $      -          $1,718,643        $1,895,601
                                                                                   
Gross income                       423,696            -             423,696           491,909
                                                                                   
General, administrative                                                            
 and store operating
 expenses                         (326,943)     (25,328)(a)        (352,271)         (410,367)
                                ----------     --------          ----------        ---------- 
Operating income                    96,753      (25,328)             71,425            81,542
                                                                                   
Interest expense                   (20,200)           -             (20,200)          (18,734)
                                                                                   
Other income, net                    4,209            -               4,209             6,512
                                                                                   
Minority interest                        -       (5,733)(b)          (5,733)           (8,170)
                                ----------     --------          ----------        ---------- 
Income before taxes                 80,762      (31,061)             49,701            61,150
                                                                                   
Provision for income taxes          32,000      (11,000)(c)          21,000            28,000
                                ----------     --------          ----------        ---------- 
    Net income                  $   48,762     $(20,061)         $   28,701        $   33,150
                                ==========     ========          ==========        ==========  
                                                                                   
Net income per share                 $0.14                            $0.10(e)          $0.12
                                ==========                       ==========        ==========   
Weighted average shares                                                            
    outstanding                    358,961                          273,961(e)        272,077
                                ==========                       ==========        ==========    


                                       10

 


                                                                                                            Year - to -
                                                   Year - to - Date 1995                                     Date 1996
                             ----------------------------------------------------------------          ------------------
                                                                                  Adjusted                    Adjusted
                               As Reported         Pro-Forma                   Pro-Forma July                Pro-Forma
                              July 29, 1995       Adjustments                     29, 1995                 August 3, 1996
                             ---------------     ----------------          ------------------          ------------------ 
                                                                                                        
Net sales                         $3,306,777             $      -                  $3,306,777                  $3,683,544
 
Gross income                         826,362                    -                     826,362                     961,450
 
General, administrative
 and store operating
 expenses                           (649,589)            (54,138)(a)                 (703,727)                   (826,072) 
                             ---------------     ----------------          ------------------          ------------------  
Operating income                     176,773             (54,138)                     122,635                     135,378
 
Interest expense                     (36,688)                   -                     (36,688)                    (35,281)
 
Other income, net                      6,888                    -                       6,888                      13,154(d)
 
Minority interest                          -              (9,881)(b)                   (9,881)                    (12,449)
                             ---------------     ----------------          ------------------          ------------------  
 
Income before taxes                  146,973             (64,019)                      82,954                     100,802
 
Provision for income taxes            59,000             (25,000)(c)                   34,000                      46,000(c)
                             ---------------     ----------------          ------------------          ------------------  
 
    Net income                    $   87,973            $(39,019)                  $   48,954                  $   54,802
                             ===============     ================          ==================          ==================  
Net income per share                   $0.25                                            $0.18(e)                    $0.20(e)
                             ===============                               ==================          ==================  
 
Weighted average shares
    outstanding                      358,468                                          273,468(e)                  271,669(e)
                             ===============                               ==================          ==================
 
 
(a) Sale of a 60% interest in WFNNB as if it were consummated at the beginning
    of 1995.
 
(b) Minority interest in IBI as if the transaction was consummated at the
    beginning of 1995.
 
(c) Tax affect of above pro-forma adjustments.
 
(d) Reduce 1996 interest income by $10.5 million earned from the temporary
    investment of the proceeds from the IBI and WFNNB transactions that were
    used to consummate the self-tender.
 
(e) Net income per share and weighted average shares outstanding have been
    adjusted for the impact of the self-tender for 85 million shares effective
    March 17, 1996 as if it were consummated at the beginning of 1995.
 
During the second quarter of 1996, net sales increased 10% to $1.896 billion
compared to $1.719 billion a year ago.  Net income for the quarter increased 16%
to $33.2 million compared to pro-forma net income of $28.7 million last year.
Earnings per share were $.12 compared to pro-forma earnings per share of $.10 in
1995.

Highlights include the following:

     Victoria's Secret Stores had a 14% sales gain with an operating income
     increase of 16%.  The quarter ended with the launch of the "Perfect
     Silhouette", a perfectly smooth and seamless bra, supported by a national
     TV campaign.

                                       11

 
     Bath & Body Works achieved a 60% sales gain and a 50% increase in operating
     income.  During the second quarter, Bath & Body Works successfully
     introduced Hairworks and New Albany Stables haircare, and added 75 stores,
     including the opening of its 600/th/ store.

     Although the women's businesses in total continued to underperform in the
     second quarter due principally to the Express division, results at Limited
     Stores and Lerner were encouraging.  Limited Stores attained a 9%
     comparable store sales gain and reduced its  operating losses by nearly
     half.  Lerner accomplished an improvement in profitability and a 3%
     comparable store sales gain.

     Abercrombie & Fitch Co. also delivered record second quarter sales and
     operating income bolstered by a 16% comparable store sales gain and a 49%
     increase in total sales.

     Structure had a strong turnaround in sales momentum with 7% comparable
     store gains.

Sales for the twenty-six weeks ended August 3, 1996 increased 11% to $3.684
billion compared to $3.307 billion in 1995.  Pro-forma 1996 net income increased
12% to $54.8 million from pro-forma 1995 net income of $49.0 million.  Pro-forma
1996 earnings per share were $.20 compared to 1995 pro-forma earnings per share
of $.18.

                                       12

 
Financial Summary
- -----------------

The following summarized financial data compares the thirteen and twenty-six
week periods ended August 3, 1996 to the comparable periods for 1995:



                                          Second Quarter                                        Year - to - Date
                           -------------------------------------------            -----------------------------------------
                                                             Change                                                Change
                                                              From                                                  From
                                                              Prior                                                 Prior 
                                1996           1995           Year                   1996           1995             Year
                             ----------     ----------     ------------           ----------     -----------      ----------  
                                                                                                
Net Sales (millions):
 
Victoria's Secret Stores        $  319        $  281            14%                   $  605         $  522            16%
                                                                                                                      
Victoria's Secret Catalogue        176           168             5%                      343            323             6%
                                                                                                                      
Bath & Body Works                  134            84            60%                      245            151            62%
                                                                                                                      
Cacique                             21            18            17%                       40             33            21%
                                                                                                                      
Other                                3             3             -                         6              4            50%
                             ---------      --------       --------               ----------     ----------       --------     
  Total Intimate Brands,
   Inc.                         $  653        $  554            18%                   $1,239         $1,033            20%
                             ---------      --------       --------               ----------     ----------       --------       
Express                            317           313             1%                      632            617             2%
                                                                                                                      
Lerner New York                    225           224             -                       446            443             1%
                                                                                                                      
Lane Bryant                        207           207             -                       426            411             4%
                                                                                                                      
Limited Stores                     205           190             7%                      393            370             6%
                                                                                                                      
Henri Bendel                        18            19            (5%)                      40             40             -
                             ---------      --------       --------               ----------     ----------       --------     
  Total Women's Businesses      $  972        $  953             2%                   $1,937         $1,881             3%
                             ---------      --------       --------               ----------     ----------       --------       
Structure                          146           124            18%                      269            228            18%
                                                                                                                      
Abercrombie & Fitch Co.             57            39            46%                      109             72            51%
                                                                                                                      
The Limited Too                     48            44             9%                       93             88             6%
                                                                                                                      
Galyan's (since 7/2/95)             20             5                                      37              5           
                             ---------      --------       --------               ----------     ----------       --------
  Total Emerging Businesses       $271          $212            28%                     $508           $393            29%
                             ---------      --------       --------               ----------     ----------       --------        
Total Net Sales                 $1,896        $1,719            10%                   $3,684         $3,307            11%
                             =========      ========       ========               ==========     ==========       ========        
Operating Income                                                                                                      
 (millions):                                                                                                          
                                                                                                                      
Intimate Brands, Inc.           $   87        $   73            19%                   $  136         $  113            20%
                                                                                                                      
Women's Businesses                 (19)           (5)         (280%)                     (15)             7          (314%)
                                                                                                                      
Emerging Businesses                 14             3*          366%                       14              3*          366%
                             ---------      --------       --------               ----------     ----------       --------     
Total Operating Income          $   82        $   71*           15%                   $  135         $  123*           10%
                             =========      ========       ========               ==========     ==========       ========        
 

* Reflects adjusted pro-forma results. Historical operating income for the
  Emerging Businesses (including WFNNB) was $29 million and $57 million in the
  second quarter and year-to-date period of 1995 and total operating income was
  $97 million and $177 million in the same periods.
 

                                       13

 


                                                   Second Quarter                                        Year - to - Date
                                      ------------------------------------------        -----------------------------------------
                                                                      Change                                             Change
                                                                       From                                               From
                                         1996           1995         Prior Year            1996           1995          Prior Year
                                      ----------     ----------     ------------        ----------     -----------      ----------  
                                                                                                      
Increase (decrease) in comparable
  store sales:

Victoria's Secret Stores                    3%            2%                                  5%             2%
                                                                                                    
Bath & Body Works                          11%           26%                                 12%            27%
                                                                                                    
Cacique                                    11%          (22%)                                15%           (25%)
                                      ----------     ----------                         ----------     -----------
  Total Intimate Brands, Inc.               5%            4%                                  7%             3%
                                      ----------     ----------                         ----------     -----------
Express                                    (2%)           3%                                 (2%)            5%
                                                                                                   
Lerner New York                             3%            2%                                  2%             1%
                                                                                                   
Lane Bryant                                (2%)          (5%)                                 1%            (7%)
                                                                                                   
Limited Stores                              9%           (9%)                                 8%           (11%)
                                                                                                   
Henri Bendel                               (8%)           7%                                  0%             9%
                                      ----------     ----------                         ----------     -----------

  Total Women's Businesses                  1%           (2%)                                 2%            (2%)
                                      ----------     ----------                         ----------     -----------
Structure                                   7%           (4%)                                 7%            (4%)
                                                                                                       
Abercrombie & Fitch Co.                    16%            0%                                 16%             3%
                                                                                                       
The Limited Too                            (7%)          14%                                (12%)           10%
                                                                                                       
Galyan's (since 7/2/96)                     7%           N/A                                  7%            N/A
                                      ----------     ----------                         ----------     -----------
  Total Emerging Businesses                 6%            0%                                  5%             0%
                                      ----------     ----------                         ----------     -----------

Total comparable store sales
increase (decrease)                         3%            0%                                  4%            (1%)
                                      ==========     ==========                         ==========     ===========

Retail sales increase
 attributable to new and
 remodeled stores                           8%            7%                                  8%             7%
 
Retail sales per average
selling square foot                    $62.10        $59.17              5%             $120.89        $114.42             6%
 
Retail sales per average
store (thousands)                      $  318        $  310              3%             $   621        $   601             3%
 
Average store size at end of
quarter (square feet)                   5,098         5,246             (3%)
 
Retail selling square feet
(thousands)                            27,804        26,480              5%
 
Number of stores:
 
Beginning of period                     5,352        4,954                                5,298          4,867
 
  Opened                                  128          101                                  208            198
 
  Acquired                                  -            6                                    -              6
 
  Closed                                  (26)         (13)                                 (52)           (23)
                                      ----------    ----------                         ----------     -----------
End of period                           5,454        5,048                                5,454          5,048
                                      ==========    ==========                         ==========     ===========
 

                                       14

 


                                         Number of Stores                      Selling Sq. Ft. (thousands)
                             --------------------------------------    -------------------------------------
                                                          Change                                  Change
                             August 3,     July 29,        From        August 3,     July 29,       From
                               1996          1995        Prior Year      1996          1995      Prior Year
                             ---------    ---------      ----------    ---------     --------    ----------
                                                                               
Victoria's Secret Stores           703          629              74        3,195        2,763           432
Bath & Body Works                  603          383             220        1,042          622           420
Cacique                            120          116               4          368          350            18
Penhaligon's                         4            4               -            2            2             -
                             ---------    ---------      ----------    ---------     --------    ---------- 
  Total  Intimate                                                                                  
    Brands, Inc.                 1,430        1,132             298        4,607        3,737           870
                             ---------    ---------      ----------    ---------     --------    ---------- 
Express                            750          722              28        4,688        4,461           227
Lerner New York                    814          838             (24)       6,225        6,495          (270)
Lane Bryant                        825          815              10        3,954        3,880            74
Limited Stores                     681          712             (31)       4,142        4,315          (173)
Henri Bendel                         4            4               -           88           88             -
                             ---------    ---------      ----------    ---------     --------    ---------- 
  Total Women's
    Businesses                   3,074        3,091             (17)      19,097       19,239          (142) 
                             ---------    ---------      ----------    ---------     --------    ---------- 
Structure                          534          481              53        2,067        1,837           230
Abercrombie & Fitch Co.            106           77              29          830          617           213
The Limited Too                    304          261              43          953          818           135
Galyan's                             6            6               -          250          232            18
                             ---------    ---------      ----------    ---------     --------    ---------- 
  Total Emerging Businesses        950          825             125        4,100        3,504           596
                             ---------    ---------      ----------    ---------     --------    ---------- 
Total stores and selling
square feet                      5,454        5,048             406       27,804       26,480         1,324
                             =========    =========      ==========    =========     ========    ========== 


Net Sales
- ---------

Net sales for the second quarter of 1996 increased 10% as compared to the second
quarter of 1995 primarily as a result of the 3% increase in comparable store
sales and the net addition of new and remodeled stores.  During the second
quarter of this year, the Company opened 128 new stores, remodeled 75 stores and
closed 26 stores.  Consistent with the second quarter, the year-to-date 1996
sales increase of 11% was a result of the 4% increase in comparable store sales
and the net addition of 406 stores since the second quarter of 1995.

Sales at the Intimate Brands, Inc. businesses for the second quarter of 1996
increased 18% over the same period last year and accounted for over half of the
total Limited, Inc. sales increase.  This increase was attributable to the net
addition of 298 new stores, a 5% increase in comparable store sales and a 5%
increase in catalogue net sales.  Year-to-date Intimate Brands, Inc. sales
increased 20% over the same period in 1995, due to the net addition of new and
remodeled stores, a 7% increase in comparable store sales and a 6% increase in
catalogue net sales.

Sales at the women's businesses for the second quarter and year-to-date periods
of 1996 increased 2% and 3%, respectively, compared to the same periods in 1995,
primarily due to the 1% and 2% increases in comparable store sales.
Disappointing sales results at the Express division, which contributed to lower
than expected women's sales results, are expected to continue into the third
quarter.

Continued strong sales increases at Structure and Abercrombie & Fitch bolstered
by comparable store sales increases of 7% and 16%, respectively, accounted for
most of the balance of the Company's sales increase.

                                       15

 
Gross Income
- ------------

Gross income increased as a percentage of sales to 26.0% for the second quarter
of 1996 from 24.7% for the same period in 1995.  This increase was primarily due
to an increase in merchandise margins of 1.0%, expressed as a percentage of
sales, and buying and occupancy costs, which decreased .3% as a percentage of
sales.  The increase in merchandise margins was primarily due to improved
initial mark-up which more than offset an increase in the markdown rate.

The 1996 year-to-date gross income rate increased 1.1% to 26.1% as compared to
1995.  This increase was primarily attributable to a decrease in buying and
occupancy costs of .7%, expressed as a percentage of sales, due to improved
sales leveraging.  Merchandise margins increased .4% as a percentage of sales
due to improved initial mark-up.

General, Administrative and Store Operating Expenses
- ----------------------------------------------------

General, administrative and store operating expenses increased as a percentage
of sales to 21.6% in the second quarter of 1996 compared to 20.5% on an adjusted
pro-forma basis in the second quarter of 1995.  This increase was attributable
to the inability to leverage expense increases due to poor sales performance at
Express and a 2.3% rate increase at the Intimate Brands, Inc. businesses, which
is the result of Bath & Body Works' higher contribution  of total sales.
Although Bath & Body Works has higher general, administrative and store
operating expenses as a percentage of sales it also has higher gross margins
than other divisions.

Year-to-date general, administrative and store operating expenses increased as a
percentage of sales to 22.4% in 1996 compared to 21.3% on an adjusted pro-forma
basis in 1995.  This increase was primarily due to the reasons discussed above,
as well as lower sales productivity at Limited Too.

During the fourth quarter of 1995, the Company recognized a special and
nonrecurring charge of approximately $45.6 million related to the planned
closing and downsizing of stores.  The Company expects to have taken action on
substantially all of the planned closings and downsizings by the end of fiscal
1996.

Operating Income
- ----------------

Second quarter and year-to-date operating income, as a percentage of sales, was
flat in 1996 at 4.3% and 3.7%, respectively, compared to 1995 on an adjusted
pro-forma basis as gross income gains were offset by the rate increase from
general, administrative and store operating expenses.

Interest Expense
- ---------------------------------



                                    Second Quarter     Year-to-Date
                                   ---------------    --------------
                                    1996     1995     1996     1995
                                   ------   ------   ------   ------ 
                                                  
Average Borrowings (millions)      $916.9   $955.1   $853.9   $846.0
Average Effective Interest Rate      8.17%    8.46%    8.26%    8.67%


Interest expense decreased in the second quarter and year-to-date periods of
1996 as compared to the comparable periods of 1995.  The decrease in interest
expense was primarily due to increased borrowing levels in the second quarter of
1995 associated with $250 million in additional short-term borrowings related to
the Intimate Brands, Inc. initial public offering, combined  with lower average
effective interest rates.

                                       16

 
Other Income
- ------------

The increase in 1996 second quarter and 1996 adjusted pro-forma year-to-date
other income of $2.3 million and $6.3 million, respectively, compared to 1995 on
an adjusted pro-forma basis was due to interest income earned on the restricted
cash balance related to the contingent stock redemption agreement.

FINANCIAL CONDITION

Liquidity and Capital Resources
- -------------------------------

Cash provided from operating activities, commercial paper backed by funds
available under committed long-term credit agreements and the Company's capital
structure continue to provide the resources to support operations, including
projected growth, seasonal requirements and capital expenditures.  A summary of
the Company's working capital position and capitalization follows (thousands):



                                                                    Adjusted
                                          August 3,   February 3,  February 3,
                                             1996        1996        1996 *
                                          ---------   -----------  ----------- 
                                                          
Working Capital                           $  365,958   $2,083,457   $  468,457
                                          ==========   ==========   ========== 
Capitalization:
  Long-term debt                          $  650,000   $  650,000   $  650,000
  Deferred income taxes                      166,998      250,857      250,857
  Shareholders' equity                     1,605,376    3,201,041    1,586,041
                                          ----------   ----------   ---------- 
Total Capitalization                      $2,422,374   $4,101,898   $2,486,898
                                          ==========   ==========   ========== 
  Additional amounts available under       
    long-term credit agreements           $1,000,000   $1,000,000   $1,000,000
                                          ==========   ==========   ========== 
 

*  Adjusted February 3, 1996 reflects the impact of the March 17, 1996
   repurchase of 85 million shares of the Company's common stock for $1.615
   billion.

Net cash used for operating activities was $31.7 million for the twenty-six
weeks ended August 3, 1996 versus $4.8 million for the same period of 1995. Cash
provided from the payment of accounts receivable was lower in 1996 due to a
lower receivables balance at the beginning of the year caused by the sale of a
60% interest in WFNNB in the fourth quarter of 1995.  Cash requirements for
inventories were lower in 1996 due to a planned decrease in inventories on both
a per store and per square foot basis.

Investing activities included capital expenditures, primarily for new and
remodeled stores.  In addition, 1995 included the acquisition of Galyan's for
$18 million in cash and stock.

Financing activities included proceeds from $150 million in short-term debt.
Financing activities also included $1.615 billion used to repurchase 85 million
shares of the Company's common stock (see note 7). Financing activities in 1995
included $250 million in short-term debt.

                                       17

 
Capital Expenditures
- --------------------

Capital expenditures totaled $191.0  million during the twenty-six weeks ended
August 3, 1996, compared to $170.3 million for the comparable period of 1995.
The Company anticipates spending approximately $350 - $385 million for capital
expenditures in 1996, of which approximately $220 - $260 million will be for new
stores, the remodeling of existing stores and related improvements for the
retail businesses.

The Company presently anticipates that substantially all 1996 capital
expenditures will be funded by net cash provided from operating activities.  In
addition, the Company presently has available $1 billion under its long-term
credit agreement and has the ability to offer up to $250 million of additional
debt securities and warrants to purchase debt securities under its shelf
registration statement.
 

                                       18

 
                          PART II - OTHER INFORMATION

Item 6.  EXHIBITS AND REPORTS ON FORM 8-K

(a)  Exhibits.
     ---------

     3.  Articles of Incorporation and Bylaws.

          3.1  Certificate of Incorporation of the Company incorporated by
               reference to Exhibit 3.4 to the Company's Annual Report on Form
               10-K for the fiscal year ended January 30, 1988.

          3.2  Restated Bylaws of the Company incorporated by reference to
               Exhibit 3.2 to the Company's Annual Report on Form 10-K for the
               fiscal year ended February 2, 1991.

     4.  Instruments Defining the Rights of Security Holders.

          4.1  Copy of the form of Global Security representing the Company's
               7 1/2% Debentures due 2023, incorporated by reference to
               Exhibit 1 to the Company's Current Report on Form 8-K dated
               March 4, 1993.

          4.2  Conformed copy of the Indenture dated as of March 15, 1988
               between the Company and The Bank of New York, incorporated by
               reference to Exhibit 4.1(a) to the Company's Current Report on
               Form 8-K dated March 21, 1989.

          4.3  Copy of the form of Global Security representing the Company's
               8 7/8% Notes due August 15, 1999 incorporated by reference to
               Exhibit 4.1 to the Company's Current Report on Form 8-K dated
               August 14, 1989.

          4.4  Copy of the form of Global Security representing the Company's
               9 1/8% Notes due February 1, 2001 incorporated by reference to
               Exhibit 4.1 to the Company's Current Report on Form 8-K dated
               February 6, 1991.

          4.5  Copy of the form of Global Security representing the Company's
               7.80% Notes due May 15, 2002, incorporated by reference to the
               Company's Current Report on Form 8-K dated February 27, 1992.

          4.6  Proposed form of Debt Warrant Agreement for Warrants attached to
               Debt Securities, with proposed form of Debt Warrant Certificate
               incorporated by reference to Exhibit 4.2 to the Company's
               Registration Statement on Form S-3 (File no. 33-53366) originally
               filed with the Securities and Exchange Commission (the
               "Commission") on October 16, 1992 as amended by Amendment No. 1
               thereto, filed with the Commission on February 23, 1993 (the
               "1993 Form S-3").

          4.7  Proposed form of Debt Warrant Agreement for Warrants not attached
               to Debt Securities, with proposed form of Debt Warrant
               Certificate incorporated by reference to Exhibit 4.3 to the 1993
               Form S-3.

                                       19

 
     4.8 Credit Agreement dated as of December 15, 1995 among the Company,
         Morgan Guaranty Trust Company of New York and the banks listed therein,
         incorporated by reference to Exhibit 4.8 to the Company's 1995 Annual
         Report on Form 10-K.

     4.9 Credit Agreement dated as of June 28, 1996 among Abercrombie & Fitch
         Stores, Inc., Abercrombie & Fitch Trademark, Inc., the banks listed
         therein and Chase Manhattan Bank, N.A. as Agent.

  10.  Material Contracts

    10.1 Supplemental Schedule of Director who became a party to an
         Indemnification Agreement.

    10.2 The Limited, Inc. 1993 Stock Option and Performance Incentive Plan
         (1996 Restatement) incorporated by reference to Exhibit 4.3 to the
         Company's Registration Statement on Form S-8 (File No. 333-04941).

    10.3 The Limited, Inc. 1996 Stock Plan for Non-Associate Directors
         incorporated by reference to Exhibit 4.3 to the Company's Registration
         Statement on Form S-8 (File No. 333-04927).

  11.  Statement re:   Computation of Per Share Earnings.

  12.  Statement re:  Computation of Ratio of Earnings to Fixed Charges.

  15.  Letter re:  Unaudited Interim Financial Information to Securities and
       Exchange Commission re:  Incorporation of Report of Independent
       Accountants.

  27.   Financial Data Schedule.


(b)  Reports on Form 8-K.
     ------------------- 

     None.

                                       20

 
                                 SIGNATURE
                                 ---------


Pursuant to the requirements of the Securities Exchange Act of 1934, the
Registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.

                                        THE LIMITED, INC.
                                          (Registrant)



                                       By /S/ Kenneth B. Gilman
                                          ---------------------------------
                                          Kenneth B. Gilman,
                                          Vice Chairman and Chief
                                          Financial Officer*


Date:  September 13, 1996

- ---------------------------

* Mr. Gilman is the principal financial officer and has been duly authorized to
  sign on behalf of the Registrant.

                                       21

 
                                 EXHIBIT INDEX
                                 -------------

 
Exhibit No.     Document
- -----------     ---------------------------

   4.9          Credit Agreement dated as of June 28, 1996 among Abercrombie &
                Fitch Stores, Inc., Abercrombie & Fitch Trademark, Inc., the
                banks listed therein and Chase Manhattan Bank, N.A. as Agent.

  10.1          Supplemental Schedule of Officer who became a party to an
                Indemnification Agreement.

   11           Statement re: Computation of
                Per Share Earnings.

   12           Statement re: Ratio of
                Earnings to Fixed Charges.

   15           Letter re: Unaudited Interim Financial Information to Securities
                and Exchange Commission re: Incorporation of Independent
                Accountants' Report

   27           Financial Data Schedule