Victoria's Secret History

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The Company Description of Its Time

Victoria's Secret, the iconic lingerie brand featuring celebrated supermodels and a world-famous runway show, is the leading specialty retailer of women's lingerie, prestige fragrance, body care, accessories and athletic and lounge wear. Its products are sold in stores worldwide and online at VictoriasSecret.com, enabling customers to shop the brand anywhere, anytime, from any place.

History: 1977 to the L Brands Years

Victoria's Secret was founded by Roy Raymond in San Francisco, California, in 1977. Raymond started the business to create a store where men could comfortably shop for lingerie for their partners. The name 'Victoria's Secret' was chosen to evoke the Victorian era, representing a sense of refinement and sophistication. The first store opened its doors at the Stanford Shopping Center, and it quickly gained popularity for its unique approach to lingerie retail.

In 1982, Raymond sold the company to The Limited, a clothing conglomerate, for around $1 million. The acquisition provided the capital and expertise needed to expand the brand: the new owners significantly enhanced the company's marketing and product development strategies, helping Victoria's Secret become a household name in lingerie. Under its later parent L Brands, the brand grew to more than a thousand stores, launched the PINK line for younger customers, took its first full stores to the United Kingdom in 2012 and China in 2017, and built its annual fashion show into a global television event.

Brand, Products and the Best Sellers of the Record

Victoria's Secret built a distinct brand image characterized by sophistication, femininity and glamour, its marketing campaigns featuring supermodels and celebrities; the Victoria's Secret Angels, a group of models prominently associated with the brand, became synonymous with its identity. The products span lingerie, sleepwear, loungewear, swimwear, fragrances and beauty products, from everyday ranges to higher-end collections, appealing to a broad spectrum of customers - and the brand maintains an extensive retail network of standalone stores, shop-in-shops and online platforms in the United States and international markets.

The best sellers of the record: the PINK collection, targeted toward younger customers, with bras, panties, loungewear and activewear in vibrant colors and fun patterns; the Body by Victoria collection, bras known for comfortable fit in lightly lined, push-up and wireless styles; the Bombshell bras, known for significant lift; the VS Sport collection of sports bras and leggings; and the signature fragrances, including Bombshell and Tease perfumes. Specific best sellers vary over time with trends, seasons and marketing, and by region - and the company continually updates its offerings to meet changing trends and consumer demands.

Challenges and Change, as the Record Told It

In recent times, Victoria's Secret faced challenges regarding its marketing approach and representation of women. Critics highlighted concerns about the brand's portrayal of an unrealistic body image and lack of inclusivity. In response to evolving societal expectations, the company took steps to address these concerns and embrace a more diverse and inclusive image.

The record, as published, looked ahead this way: 'In 2020, the brand was acquired by Sycamore Partners, a private equity firm, with plans to revitalize and evolve the brand's image and product offerings to align better with changing consumer preferences. The future for Victoria's Secret lies in its ability to adapt to a shifting retail landscape, redefine its brand image, and resonate with a broader and more diverse customer base while maintaining its legacy as a leading lingerie retailer.' In the event, that 2020 transaction did not proceed: the Sycamore agreement was terminated in May 2020, and Victoria's Secret instead became an independent public company in August 2021, as the current profile page describes.

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