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Victoria's Secret

  • marleetaylor
  • Apr 19, 2016
  • 2 min read

Victoria's Secret was founded by Roy Raymond in San Francisco, June of 1977. He originally was inspired to create the company while shopping for lingerie for his wife. He described all of the lingerie garments of that time to be dowdy, pragmatic, and foundation. Lacey panties and push up bras were saved for special occasions and were not looked at for every day use. He ultimately aimed to create a store in which men were comfortable buying lingerie. He studies the lingerie business for eight years before borrowing money from a bank and his parents to start up his company. The name "Victoria" was used due to inspiration from the Victorian era and "secret" was used to describe what was hidden under clothes.

In it's first year of business the company made enough money to start up four more locations. Raymond created catalogs that have evolved to make 55% of the company's 7 million dollar annual sales. Raymond's focus on male customers lead to a decline in business which resulted in him selling the company for 1 million dollars to Leslie Wexner, creator of Limited Stores Inc. The transformation of the company after change in ownership was described as "sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury". This new out look for the company has lasted.

Victoria's Secrets current products include swimwear, music CD's, sportswear, shoes, makeup, skincare products, accessories, and of course lingerie. Victoria's Secret has received a lot of its fame from its annual Victoria's Secret fashion show which features celebrity artists and entertainers alongside supermodels in lingerie. The fashion show was immediately a hit. In ten years the budget for the fashion show raised from 120,000$ to 12 million dollars. The company uses well known models to gain publicity and get noticed. Victoria's Secret has also been able to use its campaigns and fashion shows to launch models careers.

Victoria's Secret merchandise can be purchased on line or in stores across the world. Victoria's Secret aims to make women feel comfortable and beautiful in their own skin. As a company Victoria's Secret has started a revolution for the lingerie industry and has crushed all competitors by a landslide. Victoria's Secret is the largest undergarment company i the world and is only becoming larger. Victoria's Secret models have become idols and influential celebrities for generations. The company has empowered women and helped them feel beautiful.


 
 
 

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