Victoria's Secret - the history of the brand. Victoria's Secret - How to distinguish an original from a fake Who is Victoria's Secret

02.10.2011 / 102

Interesting information about the Victoria's Secret brand. Background information about the Victoria's Secret trademark.

Victoria's Secret- a super famous brand. There are hundreds of retail stores in the USA and Canada. For the rest of the world - the largest online store of lingerie with an excellent assortment. The company is based in the USA. There are no Victoria's Secret offline retail stores outside of North America, but this does not affect the popularity of the brand among women around the world.

The story of Victoria's Secret is quite unusual. One day, in the early 70s, the future founder of the famous brand, Roy Raymond, decided to buy a gift for his wife, and his choice fell on lingerie. However, visiting stores of the relevant profile has turned into a real man's nightmare: sizes, matching styles and anatomy of the female body, colors to suit the face... Saleswomen not adapted to serving men only further confused the well-bred young man. That evening, Raymond's wife was left without new underwear, but his head acquired a lot of ideas regarding the future business.

A Stanford graduate with an MBA, Raymond opens his first Victoria's Secret store. This happened in San Francisco in 1977. The store was positioned like this: a new type, a pleasant atmosphere, European gloss and complete convenience for men. Over the course of 5 years, five more stores were opened, and a program was launched to sell linen by mail and through catalogs. This idea would go on to become much more of a retail staple than the original idea of ​​men's stores. However, in 1982, financial difficulties fell on Raymond, and he sold the Victoria's Secret chain to Leslie Wexner, the owner of the famous chain of women's clothing stores The Limited.

The new owner got down to business thoroughly. Wexner positioned the increasingly popular brand as “affordable, exclusive luxury,” diligently breaking the stereotype that the hidden beauty of lingerie is not so important. In addition, the visionary business strategist did away with the narrowing vision of the original idea of ​​a "men's corner" and refocused marketing on women.

Among other marketing moves, a less than conscientious one was used: it was indicated that the main office of Victoria’s Secret was located in London, although in fact it was located in the rather provincial American state of Ohio.

The story is familiar, isn't it? The only difference is that the well-developed US industry was able to produce truly high-quality things that never caused rejection among the Americans themselves. We, as we move away from Soviet horizons, are increasingly ashamed of our production rather than proud of it. Marketing is a developed science, everything new in it is well forgotten old. Under normal conditions, the fantasies of marketers are constrained by laws, regulatory authorities, real competition and, of course, the demanding nature of customers. What are the limitations of the owners of werewolf brands here in Russia?

Victoria's Secret is not just a lingerie manufacturer, not just a chain of stores. "Victoria's Secret" is a whole industry. Mass market, well integrated into real fashion. The brand regularly holds shows of new collections, attracting celebrity supermodels. Victoria's Secret catalogs are updated every season. In 1999, the company even held an online show of the new collection, and it became a real hit on the Internet. The company's printed catalogs are published in a circulation of more than 350 million copies!

The quality of Victoria's Secret products is mixed. Sometimes these are very simple things with mediocre execution and not very pleasant materials. Sometimes (and still much more often) they are magnificent, made from good materials. It’s especially not worth going cheap when shopping in a store. Predictable and always pleasing results - things in the middle and high price range. Although for a resident of our country who is inexperienced in online shopping, after visiting local shopping centers, “high prices” in such Victoria's Secret stores may seem like a mockery.

Currently, in the Victoria's Secret online store you can purchase not only underwear (although its variety, especially erotic collections, boggles the mind). The catalogs feature dresses, outerwear, shoes (including partner brands), and, more recently, also cosmetics and perfumes.

Victoria's Secret is the most popular lingerie brand. In their products they managed to combine luxury, grace and sexuality. It was this brand that was able to make luxury accessible. Every girl feels much more confident when she is wearing beautiful underwear.

The managers managed to turn an ordinary store with branded products into a real enchanting show, which is simultaneously watched by millions of television viewers around the world. In addition to underwear, the company also produces everyone's favorite swimsuits, perfumes and sportswear. Guest stars and ideal angels make the products even more exclusive and desirable. How did the brand manage to become so successful?

Story

It all started not so long ago, in the 70s of the last century. Caring and confident Roy Raymond wanted to make a pleasant surprise for his beloved wife and give a set of underwear. He went to a specialty store, where he was completely disappointed. The saleswomen, accustomed to serving only women, began to behave timidly and shyly when they saw the man. In addition, Roy could not find what he wanted in the store, because the choice was very poor.

After his shopping trip was unsuccessful, the man decided to please his soul mate no matter what and give her the desired set, even if it was made with his own hands. In the end, Roy became so passionate about this topic that he decided to open his own lingerie store, which he called Victoria's Secret. It differed from its competitors in its large assortment, variety of products, and friendly staff who knew how to approach both men and women.

So, in 1977, in the suburbs of San Francisco, the first Victoria Secrets store was born, which combined a high level of service, quality, variety of products and a pleasant atmosphere.

His stores were built in such a way that men could easily find the desired item. At the time of 1982, Roy Raymond had already opened 6 stores. It is also worth noting that he was one of the first to begin selling his products through catalogs and mail. Thanks to this idea, the brand became even more popular and finally began to provide excellent competition to other brands.

victorias secret first catalog

From the outside it seemed that everything was going great, but in reality his business was not that successful. Due to money problems, Roy decided to sell his company to Leslie Wexner, owner of The Limited Brands, for $4 million. It was he who contributed to the fact that Victoria's Secret history changed forever. Thanks to him, the fashion house entered the international market. Leslie turned an ordinary store into a real enchanting fashion show.

From that moment on, women's underwear was not only comfortable, but also luxurious, sexy, and most importantly stylish. Before this, this kind of thing was sold only in Europe, so the brand caused a real stir among Americans.

It is worth mentioning the fate of Roy Raymond after the sale of the company. He continued to design and tried his hand at making and selling children's clothing, but this idea was less successful and profitable. Soon he went bankrupt. The man found the only way out and on August 26, 1993, committed suicide by jumping off a bridge.

Brand development

After Leslie Wexner purchased the company, Victoria's Secret reached a new level. Their range has been expanded with new products, including swimsuits, pajamas, perfumes, shoes and even plush toys. Thanks to this, we were able to significantly increase profits. For example, at the beginning of the 90s, the company's turnover exceeded $1 billion. At one time, the brand also had a clothing line, but its production was soon closed. The managers considered the brand's strengths to be lingerie, swimwear and perfume.

Victoria's Secret continued to publish catalogs and mail out products. By the way, the brand supports the environment, so for its catalogs it uses paper not made from trees, but from recycled materials. In addition, Leslie was busy distributing products on the Internet, so he created an online store with branded products.

The shops

Unfortunately, Victoria's Secret cannot boast of such chic boutiques as, for example, the brand. Their stores look stylish and feminine, but not as luxurious. Instead, executives are focusing on online trading. Their products are delivered anywhere in the world. Of course, if you order, for example, swimsuits, then delivery to Russia may cost the cost of the goods.

However, in Russia there are already several branded stores, but they do not sell underwear and swimwear. Such boutiques are filled only with perfumes, cosmetics, suitcases and other accessories. This brand mainly locates its stores in shopping centers and airports.

Fashion shows and models

The first fashion show took place back in 1995. Fashionistas liked the brand’s products so much that they called it “lingerie of the century.” Four years later, the show was broadcast on the Internet for the first time, which became one of the largest events on the World Wide Web. In 1998, the brand's angels appeared on the catwalk for the first time. This is the name given to the best models who represent the brand’s underwear.

Angels differ from ordinary models by the presence of chic wings. The first participants in the show to receive this title were, and.

It was with the appearance of the angels that an ordinary show turned into everyone’s favorite Victorias Secret Fashion Show. The organizers began to stage extraordinary theatrical performances, designers began to sew stunning outfits, and only the cream of society were present as spectators.

Becoming a Victoria's Secret Angel is a true honor for every model. It is worth noting that managers do not pay attention to thin and homely girls. Only a model with a feminine figure, a healthy lifestyle and daily care for herself and her body can apply for this post. It is not without reason that these girls are role models for all representatives of the fair half of humanity.

The most famous angels are, and. As a rule, these girls occupy the top positions in the ratings of the most beautiful, sought-after and highly paid models in the world. During the show in 2016, Instagram stars and sisters joined the modeling team.

Also, since 1996, Victoria's Secret introduced a new tradition - to produce one set of lingerie, encrusted with gold and diamonds. It's called Very Sexy Fantasy Bra. Typically, such a bra costs 2-10 million dollars. The most expensive one in history was released in 2000, and its cost was $15 million. The long-legged Gisele Bundchen was lucky enough to parade in such a set.

It has become known that Victoria's Secret will stop producing swimsuits in 2016. This will happen because the brand decided not to scatter its efforts on other lines, but to focus on lingerie, perfumes and sportswear. Managers have already gone through a similar scenario, canceling the release of casual clothing. The main thing is that Victoria's Secret will maintain the tradition of producing high-quality lingerie that turns any woman into a sexy and confident lady.

After a successful show in 2016, executives have already begun preparing in earnest for the upcoming Victoria Secret fashion show in 2017. It is not yet known which models will take part in this show. The only thing that can be said with certainty is that it will definitely surpass all previous shows.

Victoria's Secret all shows

Movies and books

After each annual show, a short film is released showing the show and going behind the scenes. In addition, in 2015, the CBS channel released the documentary Victoria's Secret Swim Special, which shows the filming of the beach collection.

The brand's angels also posed for the legendary photographer Russell James, who created the book “Angels.” It includes pictures of the most beautiful models. All photos were taken in black and white, which allowed us to fully reveal the beauty of the brand’s angels.

Contact Information

• Official site: https://www.victoriassecret.com
• Instagram:@victoriassecret

Victoria's Secret is one of the world's most famous and largest companies producing women's underwear. Almost every woman dreams of wearing Victoria's Secret lingerie, but no less women also want to be models of this company. After all, for those models who become the so-called “angels” of Victoria's Secret, this is akin to an Oscar for an actor. It's no secret that these models have a beautiful appearance, figure, and charisma. And, of course, every woman wants to be in their ranks. But let's first just get acquainted with the Victoria's Secret "angels", former and current, as well as their history.

All the "angels" of Victoria's Secret

Many people know about these models, but not everyone is interested in their history in general, as phenomena, and not as individuals. So, the “angels” first appeared on the podium in 1998. Since then, annual shows have not been complete without them. And the models received such an apt nickname due to the fact that during catwalk shows they always appear with a wide variety of wings on their backs, which sometimes look like the wings of angels or fairies, like birds, and sometimes these are some kind of fantasy wings that are even impossible describe. But, of course, it should be noted that the nickname that appeared because of these wings suits girls, even when they are without them, because they are all extremely beautiful, truly like angels.

Victoria's Secret "Angels" - names

Having become a little acquainted with the history of the “angels,” let’s move on to a more detailed acquaintance with them. First, let's get acquainted with the models who are the face of the brand at the moment.

"Angels" Victoria's Secret 2014:

Former Angels: Rosie Huntington-Whiteley, Gisele Bundchen, Helena Christensen, Miranda Kerr, Ana Beatriz Barros, Chanel Iman, Karen Mulder, Marisa Miller, Daniela Peshtova, Stephanie Seymour, Laetitia Casta, Heidi Klum, Tyra Banks, Karolina Kurkova, Selita Ebanks, Isabelle Goulart.

How to become a Victoria's Secret "angel"?

Since at the beginning we said that every woman dreams of becoming the face of this brand, let’s figure out what’s so special about these girls and how you can get into their slender ranks.

Firstly, the figures of Victoria's Secret "angels" are ideal. Their parameters do not exceed the cherished “90-60-90”.

Secondly, girls always look perfect. They lead a healthy lifestyle, take care of themselves and their bodies, without depleting themselves with diets, but maintaining ideal weight through proper nutrition and daily exercise.

And thirdly, the models are very charismatic. If you watch the shows of Victoria's Secret "angels", you will see that they attract not only with their bodies, but also with their smile and charm.

The name of the well-known and at the same time affordable brand Victoria's Secret (Victoria's Secret) is not difficult to translate. But what is this very secret of Victoria? What is special about the brand and its collections? NameWoman will tell you about the fashion history of this company, as well as will present the most interesting swimsuit models from the latest Victorias Secret collection.

Victoria's Secret: a love story and the essence of an American woman

Victoria's Secret is an American women's clothing brand. Victoria's Secret lingerie and swimwear collections are most famous. The company considers its task to be the development of self-confidence, courage, and increased self-esteem in women. Outfits for the gentle and fragile half of humanity combine sexuality and comfort, American ambition and European sophistication, together giving birth to a unique style. The woman for whom they are created is beautiful, free, liberated and modern.

The story of the birth of Victoria's Secret is simple and unpretentious, but at the same time very touching. The founder of the brand was Stanford graduate and MBA degree holder Roy Raymond. However, his personality is much more interesting for us because in the mid-70s Roy got married The newlywed in love decided to give the lady of his heart a sexy negligee as a gift, but his shopping trip was unsuccessful.Roy did not like either the lingerie stores for women (in which the man felt lost), or the goods presented in them (they were practically the same from another). He solved the problem like a real businessman - he decided to open his own store and develop a new line of lingerie in accordance with his own ideas.

The first store was opened in 1977, the Victorias Secret lingerie offered there was a huge success, largely due to the atmosphere created in the sales area - the chic interior and atmosphere were conducive to communication and a comfortable, calm choice of the most suitable of the beautiful things.

After 5 years, Roy sold his small business of already 6 lingerie stores and a launched system for selling items through catalogs to Limited Brands, owned by Leslie Wexner. Wexner retained all the best - catalogs (at the moment they provide a third of the income from the sale of all products - lingerie, swimsuits and other clothing of the Victoria's Secret brand), a focus on special, exclusive and at the same time more affordable lingerie - but at the same time he made a bet Victoria's Secret specifically targets the female target audience, leaving the image of a “paradise for men” in the past.

For Victoria's Secret, the most important concept in the concept was and remains the opportunity to choose. Regardless of the main fashion trends, the brand includes clothing models for any figure in its collections. Thus, in one season, both trikinis and Victoria Secret bandeau swimsuits are necessarily presented.

Now Victoria's Secret is a wide range of women's clothing, obligatory fashion shows for each new collection, spectacular shows with the participation of the most famous supermodels. Since 1999, the company has also begun to present online fashion shows.

Victoria's Secret: the secret of the name

No, Roy Raymond did not name his company after his wife. Victoria, whose secret we are talking about, is the Queen of England. The first Victoria's Secret stores were decorated in the style of boudoir of the Victorian era. Queen Victoria left her significant mark, among other things, in the history of fashion. For example, it was she who made the white wedding dress and orange blossom as a bride's decoration popular. In addition, Victoria was known as a big fan of corsets - one of the sexiest parts of a modern woman’s wardrobe.

Fashionable swimwear 2012 from Victoria's Secret

Summer is coming to an end, but perhaps you still have a trip on golden yarn to the warm sea on your autumn holiday? It is especially pleasant to celebrate the velvet season in an elegant and fashionable swimsuit. NameWoman presents you with several interesting models from Victorias Secret, and also draws attention to those trends of the outgoing season that, according to designers, will be relevant next year.

Do you want your swimsuit from the outgoing season to be trendy in spring-summer 2013? Then focus on the most closed models, most similar to swimsuits. This is either a “modest” one-piece swimsuit, or panties complete with a T-shirt like some Victoria’s Secret spring-summer 2012 swimsuits.

When choosing a swimsuit, focus on bright, rich colors (pink, green, blue) and a mixture of prints (for example, stripes and floral patterns in one outfit or stripes and polka dots) - such swimsuits look very flattering on both those who have not yet had time to tan and those who are dark-skinned. skin.

The Victoria's Secret lingerie brand appeared 35 years ago after an embarrassment that happened to a man in a women's goods store.

One day, Roy Raymond decided to give his wife a gift and went to the store in search of beautiful lingerie. He wandered for a long time among the shelves with products, confused in the “otherworldly” world of women's accessories. And even salespeople trained to serve women could not help him make a purchase. So Roy left empty-handed, but with a revolutionary idea.

In 1977, he opened his first store, Victoria's Secret, positioned as a new type of lingerie store. The store combined European elegance with a friendly environment that made even men feel comfortable. And by launching a program to sell lingerie through catalogs, Raymond made a real revolution in the very approach to selling lingerie in the world.

However, five years later, Roy Raymond was forced to sell Victoria's Secret to Leslie Wexner, who immediately got rid of the image of a “paradise for men”, focusing on a female audience. Fashionable underwear from Victoria's Secret began to be positioned as affordable luxury, and male models and adoring women began to appear in catalogs, purchasing beautiful lingerie to please their loved ones.

The focus of positioning has shifted from “we” to “I,” photographs of couples in love were replaced by images of women resting and relaxing alone or in the company of friends.

And in 1997, the world-famous Victoria's Secret angels appeared. They are called angels because during the annual show they traditionally appear on the catwalk with a variety of wings over their shoulders, similar to the wings of butterflies, angels, birds and fairies. The concept was intended for the season, but suddenly girls in lingerie and wings gained such popularity that the campaign had to be continued.

Becoming a Victoria's Secret "angel", a brand ambassador, is a great honor for models, evidence of recognition of their beauty, professionalism and relevance. Almost all girls from the fashion world dream about this. To date, “angel” contracts have been concluded with 10 girls, and in total there have been twenty-four of them in 14 years.

Besides angels and annual shows, Victoria's Secret is known for its most expensive bras - the Very Sexy Fantasy Bra. This is a set of sconces made of precious stones. It was first presented in the Victoria's Secret catalog, but starting in 2001, it began to be shown at fashion shows.

Before each show, Victoria's Secret hires the best designers and jewelers to create Fantasy Bra, which is then used as an advertising campaign and as the main outfit of the entire show. The cost of all sets exceeds $100 million. The Fantasy Bra is put up for sale every year and no set has ever been purchased. But image is more expensive.

There are brands that immediately come to mind when you think about the USA: if you think of coffee shops, then Starbucks, if you are talking about an amusement park, then Disneyland, if you are talking about women’s underwear, then of course Victoria’s Secret. Today in Victoria's Secret stores you can find not only underwear, pajamas and swimsuits, but also cosmetics, perfume, and even soft toys.

The brand's evolution from comfort for men to "affordable luxury" for women, which Leslie Wexner led his campaign with, turned out to be extremely successful. The network owes its worldwide fame and access to the world market to him.

And the company's founder, Roy Raymond, at the age of 47, after several unsuccessful business ventures, committed suicide in 1993 by jumping from the Golden Gate Bridge in San Francisco.

Based on materials from AdMe.ru