Does your man get embarrassed when buying you something
intimate? If you answered yes, that’s
probably because he doesn’t shop at Victoria’s Secret!
The sole purpose of the creation of Victoria’s Secret was to
make it comfortable for a man to shop for lingerie.
Quite an interesting story is the one of how Victoria’s
Secret, the amazing and gorgeous lingerie store, came about. “…it all started when
a graduate student from Stanford Graduate School of Business felt rather embarrassed
when it came to purchasing beautiful lingerie from a department store.” http://whiteorchids.hubpages.com/hub/History-Of-Victorias-Secret Roy Raymond, the founder of Victoria’s
Secret, opened his first store in 1977 in the Stanford shopping center. Quickly after, Raymond found success and
created a mail-order catalogue along with opening up 3 more stores.
The original design of the store included wood panel walls
with a Victorian feel and décor. “Instead of bras and panties being hung on a sterile rack,
they were paired together in all sizes and mounted on frames. The stores were
very detailed and were quite inviting when a gentleman came to purchase
lingerie.” http://whiteorchids.hubpages.com/hub/History-Of-Victorias-Secret
The store operated for 5 years under Raymond. Roy sold his store to The Limited, who own
the company today. It is sad to report
that Raymond failed and went completely bankrupt on his second business
venture. This caused him to jump to his
death off the Golden Gate Bridge.
The Limited took over Victoria’s Secret with authority and
expanded the company to more than just lingerie. While still keeping the Victorian theme in
the store, they added products such as shoes, perfume, and evening wear. This skyrocketed the company to becoming the
largest American lingerie retailer, making over one billion dollars in the 90s. Today,
“Victoria's Secret is the leading specialty retailer of
lingerie operating more than 1,000 stores across the U.S. Victoria's Secret has
helped, perhaps more than any other brand, attract attention to the lingerie
industry.” http://www.fragrancex.com/products/_bid_Victoria--Secret-am-cid_perfume-am-lid_V__brand_history.html
Being visually appealing and delightfully controversial,
Victoria’s Secret is undoubtedly efficient in marketing. “The attention
received by Victoria's Secret for their aggressive advertising campaigns has
generated priceless word-of-mouth and media bytes to further enhance the
Victoria's Secret brand.” http://www.fragrancex.com/products/_bid_Victoria--Secret-am-cid_perfume-am-lid_V__brand_history.html Grace Nichols is credited much of the
company’s success. She started as vice
president and general merchandise manager in 86, then was promoted to executive
vice president two years later. In 91
Nichols was named president and CEO of Victoria’s Secret.
“The design team [has] an incredible
record of accomplishment. Bras in particular sell so well that it is believed
Victoria's Secret endeavors to launch a new bra style every year.” http://www.lingerie-uncovered.com/labels/victorias-secret-past.htm Victoria’s Secret keeps consumers excited
with their new products and happy with their current products. I got my very first Victoria’s Secret bra at
the age of 19 and ever since, I have never gone back to a competitor’s product,
nor have I wanted to. “…their striking and romantic lingerie, and their remarkable
sales record prove that women are still looking for intimate underwear that
promotes a feeling of sensuality, well-being and worth.” http://www.lingerie-uncovered.com/labels/victorias-secret-past.htm
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