Victoria Secret

By The Twirlit Team on November 26th, 2008

Victoria’s Secret is the leading retailer for women. The Victoria’s Secret label when its name to a large line of women’s wear including both beauty products, and most popularly, lingerie. The victorious egret company is one of the largest brands that are stagnant of publicly traded retail organizations. The Victoria’s Secret brand also boasts sales that surpass billion dollars each year. The company also maintains an operating income of better than $1 billion. Victoria’s Secret is most notably known for a catalogues and fashion shows that feature a wide range of well-known supermodels.

A man named Roy Raymond started the Victoria’s Secret Empire in 1977. Mr. Raymond was inspired to start the company due in part to his own embarrassment. He failed the department store setting very awkward when you decide to buy lunch or for his wife. He also deduced that many men probably felt the same way. As a result, he unattended his first store at the Stanford Shopping Center in California. He quickly expanded his repertoire to include mail order catalogs and the addition of three new stores.

The stores themselves were designed to appeal to man. They boast it will paneling and Victorian style details as well as a helpful staff. The stores were organized to make it easy for men to find lingerie in a style of their choosing. Once the men have elected the style they enjoy, a staff member would help to estimate the appropriate size to fit the female for which the garment would be purchased. Five years later, Mr. Raymond sold the Victoria’s Secret company to The Limited.

Due to its mass popularity, The Limited remained true to Victoria’s Secret’s tradition. The company expanded its horizons and put stores in malls all across the United States starting in the year 1980. The line was expanded to include not only lingerie, but also the eveningwear, fragrance, and shoes. It didn’t take long (in the early 90s) for Victoria’s Secret to become America’s leading lingerie retailer.

Victoria’s Secret maintained their business routine until the year 2007. The Limited sold off a full 75% of its clothing line in order to concentrate and boost sales for Victoria’s Secret Lingerie (as well as Bath and Body Works, another Limited chain). This decision was made due in part to the fact that Victoria’s Secret and Bath and Body Works contributed to a significant part of the company’s revenue and quite nearly 100% of company profits.

Today, the Victoria’s Secret line operates more than 1100 stores in various malls across the United States. The company is also responsible for issuing more than 400 million Victoria’s Secret catalogs each and every year. And most recently, in response to an increase in pressure coming from various environmental groups, Victoria’s Secret agreed to alter the manufacture of the catalogs to include more environmentally friendly products.

Perhaps one of the most notably well-known aspects of the Victoria’s Secret Empire is the fact that the company uses supermodels to market its most popular products. The Victoria’s Secret Angel fashion show is an annual event that draws mass crowds and much publicity. The use of these well-known fashion models only contributes to the companies rigorous customer service standards creating a business dynamic that is unsurpassable by any other lingerie chain.