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Who Founded Victoria's Secret: The Story Behind the Iconic Lingerie Brand

The iconic lingerie brand, Victoria's Secret, has become synonymous with luxury and glamour. To truly appreciate the story behind this global sensation, it is important to understand the individuals who founded the brand and the journey they undertook. Roy Raymond is widely credited as the founder of Victoria's Secret, revolutionizing the lingerie industry and creating a brand that would shape the market for years to come.

Back in 1977, Raymond noticed how department stores equated lingerie shopping with an unpleasant experience. He believed that lingerie should be a comfortable and empowering purchase for women, and this belief was the driving force behind the creation of Victoria's Secret. With its distinctive combination of femininity, elegance, and sensuality, the brand quickly gained traction and captured the attention of women across America.

Roy Raymond's vision for Victoria's Secret was to create a space where women could feel confident and comfortable while purchasing lingerie. He aimed to challenge the prevailing notion that lingerie was purely for the pleasure of men, instead emphasizing the importance of self-expression and celebrating women's unique beauty. Through innovative marketing strategies, stunning runway shows, and collaborations with renowned supermodels, Victoria's Secret solidified its position as a leader in the lingerie industry, forever changing the way women perceive and celebrate their bodies.

The story behind Victoria's Secret is as captivating as the brand itself. From its humble beginnings, the brand has evolved into a global powerhouse, influencing fashion and empowering women worldwide. With its dedication to craftsmanship, innovation, and inclusivity, Victoria's Secret continues to shape the lingerie industry and inspire women to embrace their beauty. Discover the intricate history and remarkable journey of Victoria's Secret as we delve into the story behind the iconic lingerie brand.## Early Beginnings

The story behind the iconic lingerie brand, Victoria's Secret, starts with its founders, Roy Raymond and his wife, Gaye. In 1977, Raymond, a Stanford Graduate School of Business alumnus, found himself frustrated with the limited options available for purchasing lingerie for his wife. He noticed that department stores mainly catered to men's preferences and lacked a comfortable shopping environment for women. This observation sparked his entrepreneurial spirit, and he decided to create a store that would provide a delightful experience for women seeking lingerie.

In that same year, Raymond opened the first Victoria's Secret store in Palo Alto, California. The name Victoria's Secret was inspired by the Victorian era, which Raymond believed represented refinement and sophistication. He hoped to create a brand that would empower women and make them feel both confident and comfortable in their own skin. The store was designed with a Victorian-inspired aesthetic, complete with plush red carpeting and chandeliers, aiming to provide a luxurious shopping experience.

Initially, Victoria's Secret focused on selling lingerie apparel for women, aiming to offer options that were more fashion-forward and enticing. The store featured a wide range of lingerie styles, including delicate lace, satin, and silk designs, appealing to different tastes and preferences. The quality of the products and the attention to detail quickly garnered a loyal customer base, and the store's popularity started to grow.

By 1982, Raymond had opened four Victoria's Secret stores, attracting attention from investors who recognized the brand's potential. One of these investors, Leslie Wexner, the founder of Limited Brands, saw an opportunity and acquired the company. Under Wexner's leadership, Victoria's Secret underwent significant transformation and expansion, becoming the prominent lingerie brand we know today.

Overall, the early beginnings of Victoria's Secret can be attributed to Roy Raymond's vision for creating a comfortable and empowering lingerie shopping experience for women. His attention to detail and commitment to providing quality lingerie laid the foundation for the brand's success. Through acquisitions and strategic leadership, Victoria's Secret continued to evolve, taking its place as one of the world's most renowned lingerie brands.

Table 1: Key Facts

Year Milestone
1977 Roy Raymond opens the first Victoria's Secret store
1982 Leslie Wexner acquires Victoria's Secret

The Birth of Victoria's Secret

Victoria's Secret, the iconic lingerie brand, was founded by Roy Raymond in 1977. Frustrated by the lack of options available to men when shopping for lingerie for their partners, Raymond set out to create a store that would cater to their needs while providing a comfortable and inviting atmosphere for both men and women.

The very first Victoria's Secret store opened its doors in Stanford Shopping Center in Palo Alto, California. With its Victorian-inspired decor, the store aimed to create a unique and novel shopping experience for its customers. The concept behind the brand was to make lingerie shopping feel more like a luxury, enjoyable experience rather than a chore.

From the beginning, the brand sought to differentiate itself by offering a wide range of intimate apparel, including not just lingerie but also sleepwear, loungewear, and other accessories. This diverse product range allowed Victoria's Secret to target a wider demographic and cater to different preferences and styles.

Early on, Victoria's Secret faced some financial struggles, but it quickly gained momentum and popularity. In 1982, the brand was acquired by The Limited, a major American fashion retailer. Under The Limited's ownership, Victoria's Secret underwent significant expansion and became a household name in the lingerie industry.

The turning point for Victoria's Secret came in 1995, when it introduced its annual fashion show, known as the Victoria's Secret Fashion Show. This extravagant event featured supermodels, stunning lingerie designs, and entertainment acts, captivating millions of viewers around the world. The fashion show became a globally recognized spectacle and helped propel the brand's image and sales.

Today, Victoria's Secret is a dominant force in the lingerie market, with numerous stores worldwide and a strong online presence. Although the brand has faced criticism and challenges in recent years due to changing consumer preferences and increased competition, it remains an integral part of the fashion industry.

In summary, Victoria's Secret was founded by Roy Raymond in 1977, with the goal of creating a unique, customer-friendly lingerie shopping experience. Through its diverse product range, strategic marketing efforts, and iconic fashion shows, the brand has established itself as a symbol of luxury and sensuality in the lingerie industry.

Building the Brand

Once Victoria's Secret was founded, its creators set out to build a brand that would revolutionize the lingerie industry. They understood the importance of creating a distinct identity and conveying a strong message to their target audience. This section will delve into the various strategies employed by Victoria's Secret to establish itself as the iconic lingerie brand it is today.

1. Distinctive Marketing Campaigns: One of the key elements in building the Victoria's Secret brand was the use of captivating marketing campaigns. The brand's annual fashion show, featuring world-renowned models adorned in glamorous lingerie, became a widely anticipated event. This extravaganza served to position Victoria's Secret as the epitome of luxurious and seductive lingerie.

2. Associating with Top Models: Victoria's Secret strategically aligned itself with high-profile supermodels, such as Gisele Bündchen, Adriana Lima, and Tyra Banks. By associating with these well-known faces, the brand gained significant media attention and established a connection with its target market.

3. Creating the Fantasy: Victoria's Secret excelled at selling a fantasy. Their lingerie collections were themed around romantic notions, such as Angel, Bombshell, and Dream Angels. This dreamlike marketing strategy tapped into women's desire to feel confident, beautiful, and empowered. It positioned Victoria's Secret as a brand that fulfilled these desires and allowed women to indulge in their fantasies.

4. Exclusive Brand Experience: The brand created an exclusive shopping experience by opening upscale boutiques across the globe. These stores not only displayed their extensive range of lingerie but also offered a personalized customer service experience. The lavish store designs and attentive staff further enhanced the Victoria's Secret brand image and made customers feel like they were part of an elite group.

5. Strategic Partnerships: Victoria's Secret collaborated with a range of designers, including high-fashion names like Balmain, for exclusive limited-edition collections. These partnerships not only expanded the brand's reach but also elevated its reputation within the fashion industry.

6. Engaging with Customers: Victoria's Secret recognized the importance of engaging with its customers. The brand encouraged customer participation through its angel card loyalty program, which offered exclusive benefits to loyal shoppers. Additionally, they maintained a strong presence on social media, allowing customers to interact with the brand and share their experiences.

Through a combination of captivating marketing campaigns, exclusive brand experiences, and strategic partnerships, Victoria's Secret successfully built a brand that became synonymous with luxury lingerie. These efforts contributed to the brand's immense popularity and established its position as an industry leader.

Note: The word count of this section is approximately 300 words.

Expanding the Product Line

Victoria's Secret, the iconic lingerie brand, has always been known for its incredible range of intimate apparel. Over the years, the brand has extensively expanded its product line to cater to the diverse tastes and preferences of its customers. This section explores the significant milestones and innovations that have shaped the growth of Victoria's Secret.

  1. Introduction of Sportswear: Victoria's Secret recognized the increasing popularity of activewear and ventured into the market with the launch of their sportswear line in the early 2000s. Incorporating fashionable designs and high-performance fabrics, they quickly gained traction among fitness enthusiasts and fashion-conscious individuals.

  2. Beauty Products: Expanding beyond lingerie and apparel, Victoria's Secret ventured into the beauty industry, introducing a wide range of fragrances, body care products, and cosmetics. Their signature scents, such as Bombshell and Very Sexy, have become synonymous with the brand and have achieved immense success.

  3. Swimwear Collection: Recognizing the demand for stylish swimwear, Victoria's Secret launched its swimwear collection, offering an extensive range of bathing suits, cover-ups, and beach accessories. Known for their bold prints, flattering cuts, and attention to detail, the swimwear line became popular among customers seeking both fashion and functionality.

  4. Sleepwear and Loungewear: Building on their success in lingerie, Victoria's Secret expanded into sleepwear and loungewear, providing comfortable and stylish options for relaxing and unwinding. Their collection features a variety of cozy pajama sets, robes, and loungewear pieces, designed to blend comfort and style effortlessly.

  5. Scarves, Bags, and Accessories: Victoria's Secret extended its reach by offering a range of accessories, including scarves, bags, wallets, and cosmetic cases. These accessories showcase the brand's signature prints and add a touch of luxury to any outfit, further enhancing its appeal to fashion-conscious individuals.

  6. Victoria's Secret PINK: Targeting a younger demographic, Victoria's Secret introduced the PINK line, aimed at college-aged women, in 2002. This collection offers a casual and vibrant selection of clothing, loungewear, and accessories, featuring the iconic PINK logo. It quickly became a sensation among young women, propelling the brand's growth even further.

  7. Collaborations: To further diversify their product offerings and tap into different markets, Victoria's Secret has collaborated with various renowned designers and celebrities. Collaborations with brands like Balmain, Mary Katrantzou, and Alexander Wang have resulted in exclusive, limited-edition collections that generate excitement among loyal customers and attract new clientele.

Victoria's Secret's commitment to innovation and understanding the evolving fashion landscape has played a vital role in expanding its product line. With each new addition, the brand continues to cater to a wider audience, ensuring it remains a frontrunner in the lingerie and apparel industry.

Controversies and Challenges


Victoria's Secret, the renowned lingerie brand, has faced its fair share of controversies and challenges throughout its history. While the brand has achieved tremendous success and popularity, it has not been immune to criticism and setbacks.

Body Image Concerns

One of the main controversies surrounding Victoria's Secret is related to its representation of beauty and body image. The brand has often been criticized for promoting unrealistic standards of beauty by primarily showcasing ultra-thin models on its runways and in its marketing campaigns. Critics argue that this narrow portrayal of beauty can negatively impact the self-esteem and body image of many individuals. In recent years, the brand has faced increasing pressure to diversify its models and embrace a more inclusive definition of beauty.

Lack of Diversity

Victoria's Secret has also faced backlash due to its lack of diversity. For many years, the brand predominantly featured white models, which led to accusations of racial exclusion. Critics argue that this lack of representation fails to acknowledge and celebrate the diversity of its customer base. In response to the criticism, Victoria's Secret has made some efforts to be more inclusive by featuring models of various ethnicities, but there is still progress to be made in achieving true diversity within the brand.

Cultural Insensitivity

On several occasions, Victoria's Secret has landed in hot water for cultural insensitivity. In 2012, the brand faced criticism when one of their models wore a Native American-inspired headdress during a runway show. This sparked outrage as it was seen as appropriating and trivializing Native American culture. Similarly, in 2016, a lingerie set with Asian-inspired motifs was deemed offensive and disrespectful. These incidents serve as reminders that cultural sensitivity and understanding are essential in avoiding such controversies.

Declining Sales and Image Revamp

In recent years, Victoria's Secret has faced challenges in maintaining its market share and relevance. The brand has struggled to adapt to changing consumer preferences and demands, leading to declining sales. Amidst growing competition from more inclusive and body-positive lingerie brands, Victoria's Secret's traditional image has lost some of its appeal. In response, the brand announced plans to revamp its marketing strategies and redefine its brand identity to align with the evolving expectations of consumers.

Table of Controversies and Challenges

Controversy/Challenge Description
Body Image Concerns Victoria's Secret criticized for promoting unrealistic standards of beauty through its choice of models.
Lack of Diversity Accusations of racial exclusion due to a lack of racial diversity in the brand's marketing and runway shows.
Cultural Insensitivity Instances of cultural appropriation and insensitivity in the brand's designs and runway shows, attracting public backlash.
Declining Sales and Image Revamp Victoria's Secret faces declining sales and struggles to maintain its relevance, prompting a need to redefine its marketing strategies and brand identity.

Influence on the Fashion Industry

Victoria's Secret, the iconic lingerie brand, has had a profound impact on the fashion industry since its inception. As the largest lingerie retailer in the United States, the brand has not only changed the way people view and purchase lingerie but has also played a significant role in shaping beauty standards and promoting body positivity.

Redefining Beauty Standards

One of the most significant influences of Victoria's Secret on the fashion industry is its portrayal of beauty. The brand introduced the concept of the Victoria's Secret Angel, a group of slender and glamorous models known for their stunning physiques. This idealized representation of beauty set a new standard in the industry and became highly sought after.

However, in recent years, Victoria's Secret has faced criticism for its limited representation of body types and lack of inclusivity. This has prompted a shift in the fashion industry towards embracing diversity and promoting body positivity. Competitors such as Savage X Fenty have emerged with more inclusive marketing campaigns, featuring models of various sizes, shapes, and ethnicities. This change highlights the evolving industry standards and the increasing demand for more inclusive lingerie brands.

Pushing the Boundaries of Fashion Shows

Victoria's Secret is renowned for its extravagant fashion shows, which have become a staple in the industry. These shows are meticulously crafted events, featuring elaborate sets, live musical performances, and the brand's signature angel wings. They have not only served as a platform for showcasing the latest lingerie designs but have also propelled many models to international stardom.

The Victoria's Secret fashion shows have set the stage for other brands to elevate their runway presentations. Numerous luxury houses and lingerie brands have followed suit, organizing elaborate and captivating runway shows to capture the attention of their target audience.

Pioneering Marketing Strategies

Victoria's Secret revolutionized the way lingerie brands market their products. With its carefully curated brand image and iconic campaigns, the company successfully created a sense of exclusivity and aspiration for its customers. The Victoria's Secret Angels became household names, and their influence extended beyond the lingerie market.

The brand's marketing strategies, such as the annual Victoria's Secret Fashion Show and the release of its renowned catalog, shaped consumer behavior and drove immense sales. The company's use of social media platforms further expanded its reach and established a strong online presence.

The Economic Impact

Victoria's Secret's influence on the fashion industry is not limited to trends and beauty standards; it also has a significant economic impact. According to Statista, the brand's revenue reached $7.4 billion in 2019, showcasing its dominance in the market. The company's success has contributed to job creation, both within its own stores and manufacturing facilities, as well as through the partnerships it maintains with various suppliers, advertising agencies, and fashion professionals.

Furthermore, Victoria's Secret's influence on the fashion industry extends to its collaborations with renowned designers and models. These partnerships have not only elevated the brand's status but have also resulted in successful limited-edition collections that generate substantial revenue and attract customers.

In summary, Victoria's Secret's impact on the fashion industry is undeniable. From redefining beauty standards to pushing the boundaries of fashion shows and pioneering innovative marketing strategies, the brand continues to shape the industry landscape. Additionally, its economic influence serves as a testament to its significance within the fashion and retail sectors.

Victoria's Secret Angels

The Victoria's Secret Angels are a group of models who are chosen to represent the brand and showcase its lingerie collections. They have become synonymous with the Victoria's Secret brand and are known for their stunning appearances on the annual Victoria's Secret Fashion Show. Here are some key details about the Victoria's Secret Angels:

  1. Selection Process: The selection of Victoria's Secret Angels is a highly coveted opportunity for models in the fashion industry. It is determined by the brand's executives and casting directors who carefully assess the models' physical attributes, as well as their charisma and ability to embody the Victoria's Secret image.

  2. Exclusive Contract: Once a model is chosen as a Victoria's Secret Angel, they typically sign an exclusive contract with the brand. This means that the model's primary focus and attention is on Victoria's Secret campaigns, runway shows, and other brand-related activities.

  3. Promotion and Visibility: Being a Victoria's Secret Angel offers unparalleled exposure and career-enhancing opportunities for models. It can significantly boost their popularity and open doors to other lucrative modelling contracts with top designers and brands worldwide.

  4. Angel Wings: One of the iconic features of the Victoria's Secret Angels is the angel wings that they wear during the Victoria's Secret Fashion Show. These elaborate and beautifully crafted wings symbolize the ethereal and glamorous image that the brand portrays.

  5. Elite Status: Becoming a Victoria's Secret Angel is often seen as a pinnacle of success for models in the fashion industry. Being part of this elite group elevates their status and cements their place among the most recognized and sought-after models in the world.

  6. Legacy: Over the years, many renowned models have held the prestigious title of Victoria's Secret Angel, including names like Tyra Banks, Gisele Bündchen, Adriana Lima, and Alessandra Ambrosio. Their contributions to the brand's success and their impact on popular culture cannot be overstated.

  7. Diverse Representation: In recent years, Victoria's Secret has faced criticism for its lack of diversity in its casting choices. However, the brand has taken steps to address this issue, including hiring more diverse models and expanding its size range to be more inclusive.

The Victoria's Secret Angels play a significant role in promoting the brand's lingerie and enhancing its image. Their beauty, talent, and charisma have helped establish Victoria's Secret as a global powerhouse in the fashion industry.

Selection process Exclusive contract Promotion and visibility
Carefully assessed Yes Unparalleled exposure
by executives and career-enhancing
and casting opportunities
Angel wings Elite status Legacy representation
Iconic Pinnacle Renowned models
feature of success contribute to success
of VS Angels in the and popular culture
Diverse representation
Addressing criticism
More inclusive

The Success of the Fashion Show

Victoria's Secret is renowned for its annual fashion show, which has become a global phenomenon since its inception in 1995. The show serves as a crucial marketing tool for the brand, enabling it to reach a wider audience and generate significant sales.

1. Global Exposure and Brand Awareness

The Victoria's Secret Fashion Show has achieved unprecedented global exposure, with millions of viewers tuning in to watch the spectacle each year. It is broadcast in over 190 countries, reaching an estimated 500 million people worldwide. The show showcases the brand's latest lingerie collections, as well as performances by world-renowned musicians.

2. Creating Fantasy and Aspirational Appeal

Through its visually stunning presentations, the Victoria's Secret Fashion Show transports viewers into a world of glamour, fantasy, and luxury. The extravagant sets, elaborate wings, and intricate costumes create an aspirational appeal, allowing the audience to experience the brand's ethos of beauty, confidence, and sexiness. This unique approach has been central to building loyalty among its target market.

3. Engaging with Supermodels and Celebrities

One of the key factors contributing to the success of the Victoria's Secret Fashion Show is its ability to attract a star-studded lineup of supermodels and A-list celebrities. The participation of renowned models, such as Gisele Bündchen, Adriana Lima, and Tyra Banks, along with performances by artists like Rihanna, Taylor Swift, and Bruno Mars, has captivated fans and generated substantial media attention.

4. Social Media Strategy and Cultural Impact

Victoria's Secret has strategically leveraged social media platforms to amplify the impact of its fashion show. The brand actively encourages live tweeting during the event, allowing fans to engage directly and share their thoughts. This digital presence has greatly contributed to creating a cultural buzz, making the show a highly anticipated event year after year.

5. Sales and Financial Impact

While the Victoria's Secret Fashion Show is a spectacle in itself, it also serves as a catalyst for boosting sales. The brand typically launches exclusive products and limited-edition collections in conjunction with the show, capitalizing on the heightened attention to drive sales. According to reports, the show has led to significant spikes in revenue for Victoria's Secret, making it a crucial component of the brand's overall success.

Through its alluring combination of fashion, entertainment, and marketing prowess, the Victoria's Secret Fashion Show has become a global phenomenon, solidifying the brand's position as an industry leader in the lingerie market and capturing the imagination of millions worldwide.

Recent Developments and Changes

Store Closures and Restructuring Initiatives

In recent years, Victoria's Secret has faced various challenges, leading to a series of significant developments and changes within the company. One of the notable shifts has been the closure of several brick-and-mortar stores. In response to shifting consumer preferences and the rise of e-commerce, Victoria's Secret announced the closure of approximately 250 stores across the United States and Canada in 20201. This strategic decision aimed to streamline operations, reduce costs, and enhance e-commerce capabilities.

Furthermore, the parent company, L Brands, has undertaken significant restructuring efforts in an attempt to revitalize the brand. In May 2020, L Brands announced the termination of a deal to sell a majority stake in Victoria's Secret to Sycamore Partners, which was followed by the resignation of CEO Les Wexner2. These changes signified a shift in leadership and underscored the organization's commitment to embracing new strategies to regain market share.

A Focus on Inclusion and Diversity

Recognizing the need to adapt to changing societal values and preferences, Victoria's Secret has embarked on initiatives aimed at promoting diversity and inclusivity. In June 2021, the brand announced the appointment of a new lingerie brand ambassador, Priyanka Chopra Jonas, a prominent Indian actress and philanthropist. This move was lauded as a step towards greater representation and inclusivity within the brand3.

Additionally, Victoria's Secret has introduced the VS Collective, a diverse group of accomplished women chosen to serve as brand representatives and advisors. The collective includes athletes, activists, and entrepreneurs such as Megan Rapinoe, Eileen Gu, and Paloma Elsesser. This reimagined approach intends to resonate with a broader range of consumers and enhance the brand's relevance in today's cultural landscape4.

Sustainability Efforts and Partnerships

Victoria's Secret has also recognized the growing importance of sustainability to consumers and has taken steps to align its practices with environmental concerns. In 2020, the brand announced a partnership with The Lab, an independent company specializing in sustainability practices, to develop its sustainability strategy5. This partnership highlights the company's commitment to reducing its carbon footprint, improving supply chain transparency, and exploring more eco-friendly materials and packaging options.

Moreover, Victoria's Secret has recognized the need for increased transparency regarding its supply chain. The brand, together with The Lab, has been actively working on initiatives to trace and audit its supplier factories, ensuring compliance with ethical standards, and promoting fair labor practices6. These efforts aim to enhance traceability and accountability throughout the supply chain in an industry known for its complex and global nature.

Overall, these recent developments and changes exhibit Victoria's Secret's commitment to adapt to the evolving retail landscape, embrace diversity and inclusivity, and address environmental concerns. By repositioning its brand image and adopting sustainable practices, Victoria's Secret aims to appeal to a wider audience and reinforce its position as a leading lingerie brand.


In conclusion, the story behind the iconic lingerie brand Victoria's Secret is a fascinating one. Roy Raymond, a Stanford University graduate, founded the company in 1977 with the aim of creating a unique shopping experience for men. Despite facing initial struggles, Victoria's Secret eventually became a global leader in the lingerie industry.

Throughout its history, Victoria's Secret has undergone significant changes and transformations. The brand's early days were marked by its emphasis on creating a comfortable and inviting atmosphere for male shoppers. However, it was not until the early 1990s that Victoria's Secret shifted its focus to target women directly.

Key moments in Victoria's Secret's journey include the 1982 sale of the company to Les Wexner's The Limited, which proved to be a turning point in its growth. Under Wexner's leadership, Victoria's Secret expanded its product offerings and ignited a cultural phenomenon with its annual fashion show. The company quickly emerged as a symbol of beauty, luxury, and sensuality.

Over the years, Victoria's Secret faced criticism for its lack of diversity and representation in its marketing campaigns. In response to changing consumer demands, they have made efforts to embrace inclusivity and body positivity. This move towards inclusivity aims to align the brand with evolving societal norms and reflect a wider range of beauty standards.

While Victoria's Secret has encountered numerous challenges in recent times, including declining sales and increased competition, it remains an influential player in the lingerie market. The brand's success can be attributed to its strong identity, globally recognized angel wings logo, and the signature Victoria's Secret fashion show. However, to maintain relevance in today's rapidly evolving retail landscape, Victoria's Secret will need to continue adapting and responding to shifting consumer preferences.

In conclusion, Victoria's Secret's journey from its modest beginnings to becoming an iconic lingerie brand is a testament to the entrepreneurial spirit and ability to adapt to changing times. The future holds both challenges and opportunities for this celebrated brand, as it strives to meet the expectations of modern consumers and remain a leader in the lingerie market.

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