The historical origin of Victoria’s Secret brand
In the mid-1970s, an MBA student from Stanford University, Roy Raymond, walked into a lingerie shop and wanted to buy a set of underwear for his wife. But all he saw were ugly printed pajamas, and at that time, the shopping guide of the lingerie shop obviously gave him a look at abnormal women’s underwear, which made him feel very uncomfortable. So the man saw the business opportunity and built a lingerie shop where men didn’t feel embarrassed when they went in and out. This is the origin of Victoria’s secret.
Victoria’s secret was born in 1977, In the 1950s and 1960s, underwear was about practicality and durability. For most American women, lingerie can only be used for honeymoon or wedding anniversary.
From the 1960s to the 1970s, women began to call for their liberation from the bondage of bra, so the underwear industry began to change their design. But at that time, most underwear was also functional oriented, and there were not many styles. Victoria’s Secret changed that. The brand’s bold style and innovative style attract customers from all over the country.
At that time, problems in the business model began to emerge, the company focused on attracting male customers rather than cultivating a large number of followers among women.
A person named Leslie Wexner appeared. In 1982, he bought Victoria’s Secret signboard and all the products with a million dollars.In 1995, Victoria’s Secret became a 1.9 billion company with 670 stores across the country. As they constantly adjust and improve their brand image, Victoria’s secret has become the most popular clothing brand in the world.
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