Victoria's Secret

Her Secret's Exposed

Lingerie stores like Flirty Lingerie, and all online lingerie sites as well as lingerie retail owners owe a debt of gratitude to Roy Raymond, the originator of the original Victoria's Secret store in the San Francisco area in 1977.  Raymond started his first store for the same reasons many lingerie buyers can relate to 30 years later. It seems he felt embarrassed trying to purchase lingerie for his wife in public and awkward department stores of the era. Sadly, many would say that the atmosphere he tried to create, a comfortable environment for men with wood paneled walls, Victorian details and helpful sales staff, has only resulted in public and awkward stores in malls. 

The debt of gratitude owed to Victoria's Secret which was purchased by Limited Brands in 1982, is that VS did succeed in creating a dramatic change in the publics perception about under garments, lingerie, bras and panties. Think back to the days before Victoria's Secret, and you must agree the lingerie, foundation business was well, boring. Almost single handedly Victoria's Secret changed the environment in which lingerie was sold. Lingerie was sold in Sears, Roebucks and Company as well as J.C. Penney's and calling it sexy was a stretch. Women wore lingerie, bras, panties and foundations prior to Victoria's Secret, but it wasn't particularly appealing to look at as the primary colors were nude and black and white. The lingerie departments of that era were much like they are today, but many had women in uniforms selling bras, panties, girdles, robes and an unforgiving attitude to many men who dared venture into their territory. 

If all Victoria's Secret gave us was colorful lingerie, that would be an accomplishment. Victoria's Secret brought to the U.S. market what most of Europe had experienced for many years. Many people think the finest lingerie comes from France, Italy and other parts of Europe, and they are generally correct. What existed prior to Victoria's Secret was the U.S. version of lingerie which was largely bland, colorless and not particularly comfortable or fashion forward. Through marketing genius, evolution of women's needs and desires and the use of visual media, Victoria's Secret tapped an emerging market. In 2007 Victoria's Secret is a household name as the mention of the name in public is not linked to anything private or shameful. The company which posted sales of 5 billion dollars in 2006 is a large presence in the retail market in the U.S. not to mention being the big dog on the porch in the intimates market. 

Due to its clever use of emerging and mainstay fashion models, Victoria's Secret has sculpted a sexy, youthful and safe image considering it is selling bras, panties and sexy underwear. Some of the most well known, beautiful female models have "walked the runway" for Victoria's Secret. Heidi Klum, Tyra Banks, Stephanie Seymour, Karolina Kurkova and Gisele Bundchen are among just a few who have glided down the runway in their panties and bras. 

Did Roy Raymond reach his stated goal? Yes and No! Yes, in that the stores he founded led an evolution in women's intimate apparel and exposed sexy underwear to millions. Yes, the atmosphere he helped start did on some levels open up the sale of lingerie to malls across the world. To the extent that Victoria's Secret met Roy Raymond's stated goals they deserve enormous credit.