Victoria’s Secret

If you were to ask a hundred people to name a famous brand of lingerie, then the responses you would get would depend very much on where you asked the question. Within Europe, the answers would vary hugely as there is, at present, no real dominant force in the lingerie market. However, in America the answer would seem to be quite clear. The name “Victoria’s Secret” is absolutely synonymous with sexy lingerie, to the extent where it may even be better known among men than its immediate, female target audience. The Victoria’s Secret name is so legendary, indeed, that it would be easy to believe the company has been in existence for generations. In fact, the name goes back only as far as 1977. It is not hard to imagine, then, that there are ladies wearing Victoria’s Secret while being older in years than the company itself.

Victoria’s Secret had sales in 2006 which surpassed the $5billion mark. That is a quite staggering total, and testament to the enduring popularity of the company and its products as it neared its 30th birthday. Victoria’s Secret do not just manufacture ladies’ underwear. Outerwear, fragrances and beauty products are also a part of its platform. The name is, however, inextricably linked with its most famous products, and with the famous models who view a commission from Victoria’s Secret to be a major high point in their careers. Victoria’s Secret bestows the title of “Angel” upon its most visible and popular models. Among the past alumni of the “Angel” grouping are such legendary names as Helena Christensen, Tyra Banks, Gisele Bundchen and Laetitia Casta. The current names on the roster are no less impressive, with Heidi Klum and Adriana Lima among the high-profile models who still bear the title, and newer names such as Miranda Kerr and Doutzen Kroes.

In addition the company holds an annual fashion show with famous models and guest musical performers whose names would grace any list of present-day big hitters. Mary J Blige has performed at two shows, as has Seal (the husband of past Victoria’s Secret Angel Heidi Klum. Justin Timberlake, Destiny’s Child and Usher have also featured, and in 2007 the Victoria’s Secret Fashion Show was the setting for the debut comeback performance of the Spice Girls.

All of this is a quite impressive roll-call for a company which founded in 1977 because of one man’s embarrassment at attempting to buy lingerie for his wife in a public department store under the prying eyes of the general public. Then again, that man was an alumnus of Stanford Graduate School of Business. Roy Raymond created stores where a man could comfortably shop for sexy lingerie without feeling as though he was on an embarrassing panty raid, as well as a mail-order service, and sold the company for a profit in 1982. Presently, Victoria’s Secret sends catalogs to its subscribers eight times a year and has expanded its range as the company itself has grown in popularity and influence. Not bad for a company founded out of embarrassment!