Victoria Secret - The Brand

   Victoria's Secret is an American brand who designs and manufactures women's lingerie, womenswear, and beauty products. It was founded in 1977 by Roy Raymond and his wife Gaye Raymond as a response to packaged underwear, which the founders considered to be "ugly, floral-print nylon nightgowns”. The company is now the largest American retailer of women's lingerie with 1,017 company owned stores in 18 independently owned stores. Raymond spent 8 years prior to founding VS studying the lingerie market as he used ti be embarrassed when purchasing lingerie for his wife at departments stores. “When I tried to buy lingerie for my wife,” he recalls “I was face with racks of Terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department store saleswomen thought I was an unwelcome intruder.” Raymond had hit jackpot on this niche  market as lacy thongs and padded push up bras were considered to be for special occasions only, most American women bought pants in packs of three from department stores - Victoria Secret was a revolution and grossed $500,000 in its first year of business. 

Unfortunately this revolutionary brand isn’t very revolutionary anymore with lingerie brands such as ‘Ann Summers’ ‘Aerie’ and ‘Boux Avenue” creeping up. Looking at Victoria Secrets campaigns, underwear and model choice nothing much has changed since its birth in the 1970’s yet the women of the US and the world have. More and more women aren’t wanting pink fluff, glamour models and sparkles, their wanting real models, natural materials and supportive underwear. 

 “I think the idea of that kind of Vegas-style parade of overt showgirls is no longer modern,” he argues. “A pageant-type, Barbie show feels totally out of step. Even Miss America is trying to modernize the way they hold a competition.” -casting director James Scully