Victoria’s Secret- The Brand
Founded in 1977 by Stanford Graduate School of Business alumnus, Roy Raymond, the company’s original premise was to design an environment that men could feel comfortable buying lingerie for their wives or girlfriends. Put off by past experience in department stores, Raymond opened his first store in San Francisco’s Stanford Shopping Centre. Using the male perspective as his starting point, the shop was primarily designed to appeal to mean with classic wood panelled walls, helpful staff and limited stock on display so as not to overwhelm the customer. This was closely followed by a catalogue, as well as three extra stores.
Despite his sustained success, Raymond sold the company in 1982 to The Limited, another American brand that is widely credited with launching mail-order shopping as we know it today. The Limited were careful to stay faithful to Raymond’s original formula and instead focuses on rolling Victoria’s Secret out right across America. This move definitely paid off as by the early 1990s, the company was America’s largest lingerie retailer. This reputation was firmly cemented when, in 1995, the Victoria’s Secret Fashion Show was launched. Broadcasted across America, this attracts huge amounts of attention, partially due to its celebrity admirers, lavish shows, but most importantly the models, otherwise known as the ‘Angels.’ Currently boasting names such as Heidi Klum and Rosie Huntington-Whitely, past Angels have included Tyra Banks, Gisele Bundchen and Helena Christensen.
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Victoria’s Secret - Classic Styles
Despite the extravagance and opulence that surrounds Victoria’s Secret, the brand is doing its best to appeal to a wide range of customers, from fashion conscious to those with more conservative tastes. The bra styles they offer include Push-Up, Full Coverage, Demi-Cup, Multi-Way, Strapless, Racerback, Wireless, T-Shirt and Front Closure. There are also different levels of padding, from Subtle Lift through to Ultimate Lift. This really allows the customer to get exactly what they want.
Victoria’s Secret has also expanded into nightwear, hosiery, swimwear, footwear (including brands such as Ugg and Havaianas) clothing and beauty products. Fragrances in particular are extremely popular and feature the Life is Pink collection as well as the limited edition Very Sexy Now.
