The brand was officially launched in 1977
by founder Roy Raymond, who felt uncomfortable when buying his wife sexy
lingerie and wanted to transform this process into an exciting and less
embarrassing one for men in the same situation. He decided to borrow some money
from his family and together with some saving, he had a total of $80,000 to
transform his dream into reality. The first VS store opened in a small shopping
mall in Palo Alto, Calif.
The
brand’s name was chosen to evoke the decency associated with the Victorian
times, while the word “Secret” added a touch of mystery.
In 1982 Leslie Wexner, founder of L Brands(
Victoria’s Secret parent company) bought the business for $1 million dollars as the company stood on the brink of bankruptcy. Wexner started to market towards women instead of men, while staying true to the
original Victorian store design (Daree Shannon, Deliberate magazine). This
ingenious marketing move was the starting point of turning Victoria’s Secret into the billion dollar company
that it is today.
Sources for the information: https://www.businessinsider.com/victorias-secrets-crazy-history-2015-7
http://www.deliberatemagazine.com/history-victorias-secret/
Imagery Sources: https://www.cosmopolitan.com/style-beauty/fashion/a30475/the-history-of-sexiness-victorias-secret-catalog/
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