Victoria's Secret brand feature

As the classic of our time said, do not be shy. We live once, and if you wear underwear, then the best. Hey Victoria's Secret!

Many people think that the Victoria's Secret brand is associated with some rich and enterprising celebrity Victoria — Beckham, for example. In fact, one of the most popular brands of women's underwear, accessories and cosmetics was created by an ordinary man from Ohio. Doesn't sound so romantic, does it?

However, it was he who proved that a man understands a woman best, that there should be no “inconvenient” stores, and that sometimes underwear is more than just underwear.

Founding of Victoria's Secret

In the not so distant 70s, Roy Raymond could not buy a gift for his wife. All the lingerie stores were almost hostile to men — no prompting, no polite advice, only awkward antics and chuckles. The salespeople didn't understand how to treat a man in the world of women's clothing and lingerie. This upset Roy, but also inspired at the same time.

In 1977, Roy found investors and opened his own lingerie store for women. The concept was revolutionary — each client was served at the highest level, regardless of gender and age, no hypocrisy and imposition. Only comfort.

Brand chip

With a background in clothing sales, Wexner looked at the business from a new angle. Selling ordinary underwear is, of course, good, but without a twist. He knew perfectly well that even an inveterate matron woman strives to find something not only convenient and affordable, but also interesting and exclusive. And underwear in this regard is an almost perfect object of attention. And then came the rebranding.

Store design has changed dramatically. Now Victoria's Secret lingerie is an example of affordable beauty, sexuality and luxury. Instead of boring lingerie shelves, there are beautiful mannequins, seasonal catalogs and exclusive combinations. To give a special European sophistication in the eyes of the buyer, the labels indicated that the company was founded in London. And, here the legend was born about the direct involvement in the brand of Victoria Beckham, who was then at the peak of popularity.

Buying your wife underwear from Victoria's Secret was perhaps the best gift. The brand promoted freedom and acceptance of one's own sexuality for granted: every woman is a diamond and deserves a beautiful cut. The assortment has expanded, accessories and cosmetics have been added — mainly aromatic creams and body mists. Raymond's mission was completed, but the development of the brand did not stop there.

Victoria's Secret Angels

Stores were expanding rapidly across America, but there were still not enough resources for global popularity. And then the company decided to take part in fashion shows and shows as an exclusive supplier of underwear. They sewed special sets to better showcase the clothes of famous designers in exchange for time on the podium to showcase their own models.

As carriers for the demonstration, it was decided to hire only top supermodels. In the early 90s, a huge percentage of the budget of the entire chain of stores was spent on this. But the bet worked — in 1999, the broadcast of the Victoria's Secret show on the Internet collected a record number of simultaneous viewers at that time and went down in history. Fluttering down the catwalk, "angels" in Victoria's Secret lingerie have become a separate modeling institution.

At different times world-famous supermodels have become angels:

• Tyra Banks;
• Heidi Klum;
• Gisele Bündchen;
• Karlie Kloss;
• Adriana Lima;
• Miranda Kerr and other.

Now the brand's shows are held separately and models often appear on the catwalk in angel wings.

Precious Madness

The brand also has a particularly expensive pleasure. This is a collection of Very Sexy Fantasy Bras made from precious stones and metals. Each of them, on average, costs from $1 million to $15 million, consists of diamonds, pearls, gold, silver, rubies, sapphires, topazes and emeralds. Of course, buying this and even wearing it on the catwalk is far from the fate of ordinary customers. But what's a fashion brand without a show for the elite?

For more than 20 years, the Victoria's Secret range has been in the top of demand among branded lingerie. Often in boutiques you can find not only underwear, but also clothes, sports kits, perfumes and cosmetics. The network has grown all over the world, but the highest quality and wide choice are fundamentally preserved in the homeland of the brand, in the USA.