History of Popular Victoria Secrets Brand

Victoria's Secret is an American lingerie, clothing, and beauty retailer known for its glamorous and sensual image. Here's a brief history of the brand:Show more

Founding (1977): Victoria's Secret was founded by Roy Raymond in San Francisco, California. Raymond felt embarrassed while shopping for lingerie for his wife and thought there was a market for a store where men could feel comfortable buying lingerie. He named it Victoria's Secret after the Victorian era, which he felt reflected the idea of a refined, elegant woman.

Early Years: The first Victoria's Secret store opened in 1977 and was decorated with Victorian-style furniture. It aimed to create a comfortable and upscale environment for men to buy lingerie for the women in their lives.

Acquisition by Limited Brands (1982): In 1982, Victoria's Secret was acquired by The Limited, a clothing retailer. Under The Limited's ownership, Victoria's Secret expanded rapidly and became a major player in the lingerie market.

Rebranding and Expansion: Victoria's Secret underwent a significant rebranding in the 1990s, shifting its focus from catering primarily to men to targeting women directly. The brand began to market its products with a more sensual and glamorous image, featuring supermodels in its advertising campaigns.

Fashion Shows and Angels: One of the key marketing strategies employed by Victoria's Secret was its annual fashion show, which started in 1995. The show became a highly anticipated event, featuring elaborate lingerie designs and performances by popular musicians. Victoria's Secret also introduced the concept of "Angels" - top models who represented the brand and were featured prominently in its marketing.

Expansion into Beauty and Apparel: In addition to lingerie, Victoria's Secret expanded its product offerings to include beauty products, loungewear, and apparel. The brand became synonymous with a glamorous and luxurious lifestyle, appealing to a wide audience.

Challenges and Controversies: In recent years, Victoria's Secret faced criticism for its lack of diversity in its marketing and its portrayal of unrealistic body standards. The rise of competitors offering more inclusive and body-positive messaging also posed challenges to the brand.

Changes in Leadership and Business Model: Amid declining sales and criticism, Victoria's Secret underwent changes in leadership and announced plans to evolve its brand messaging and product offerings to better resonate with modern consumers.

Despite facing challenges in recent years, Victoria's Secret remains one of the most well-known lingerie brands globally, with a significant presence in the retail market.