Recently, fashion and principles of consumption are changing rapidly. Many girls tend to buy inexpensive, affordable lingerie from little-known brands. Therefore, the famous Victoria's Secret lingerie brand has to adjust its business to modern realities. Only now we will not think about the future, on the contrary, we will return to the past and remember how it all began ...




One fine day, a man in love decided to present beautiful underwear to the lady of his heart, but his shopping trip was unsuccessful. The man faced a problem - the choice of underwear was too small and all underwear was monotonous.

In addition, the appearance of a man in the underwear department at that time looked strange, if not out of place. The sellers were embarrassed and could not advise the buyer anything. As a result, the disappointed man left without gifts, but with an interesting idea, which turned into a universal female secret of seduction and charm - a brand of beautiful Victoria's Secret lingerie.

By the way, the Victoria's Secret brand was named after the British Queen Victoria, who made a significant contribution to the history of fashion. Exactly Queen Victoria contributed to the development of the popularity of white wedding dresses and orange blossom as a decoration for the bride.

And Victoria was also known as a big lover of corsets - one of the most seductive details of a woman's wardrobe. Therefore, the first Victoria's Secret stores were designed in the style of Victorian boudoir.



In 1977, in a suburb of San Francisco, Roy Raymond began to implement his idea. The first Victoria's Secret store was opened in Stanford Shopping Center, this store combined an elegant design, a cozy atmosphere, qualified staff and, of course, chic lingerie that was no longer hung on hangers, but was placed in sets in frames on the walls.



Very fast linen Victoria's Secret business started to grow and in 1982 opened 6 new stores and started selling through catalogs. However, then financial difficulties began, as a result Victoria's Secret was sold to Leslie Wexner to the owner of Limited Brands Corporation.

It was under the leadership of Leslie Wexner that the Victoria's Secret brand became one of the leading brands in the lingerie market. Wexner decided to make even what is hidden under clothes pleasing to the eye.



The first thing that Wexner did was to get rid of the image of a "paradise for men" and relied on a female audience. To reinforce the perception of the brand as purely European, catalogs indicated that the company's main office was in London, although in fact it was located in Ohio.

Victoria's Secret lingerie was marketed as an affordable luxury. The atmosphere of seduction, sophistication and romanticism impressed women much more than the endless supermarket shelves with monotonous panties and bras.

Then Victoria's Secret has set the goal of conquering new markets in order to become a recognizable brand around the world. To do this, Wexner hired Finkelman, a Harvard MBA and 14-year consultant for McKinsey & Company.



Leslie Wexner has also expanded the Victoria's Secret range with evening wear, footwear, perfumes and cosmetics. Also in the chain of stores appeared footwear, bags and accessories of such brands as Colin Stuart, UGG Australia, Frye, Steve Madden, FitFlop, Skechers, Jessica Simpson, GUESS by Marciano, Report, BCBGirls, Nine West, Naughty Monkey, Miss Sixty. The catalog with goods was updated several times a year.

In the early 1990s, Victoria's Secret became the largest US lingerie company with over $ 1 billion in annual revenue.And after the 1995 fashion show, Victoria's Secret is gaining worldwide fame. World media called the Victoria's Secret show "the event of the century in the lingerie industry."




Lingerie is represented by Victoria's Secret Angels - the most beautiful and feminine top models. The first "angels" hit the catwalk during the fourth annual show in 1998, among them Tyra Banks, Helena Christensen, Karen Mulder, Stephanie Seymour and Daniela Peshtova. Models are called "angels" due to the fact that they go to the podium with wings over their shoulders, similar to the wings of angels, butterflies, fairies and various birds.

Then many of the angels entered top models... Now it is difficult to remember everyone, so we will list only a few ...

Andriana Lima, Heidi Klum, Gisele Bundchen, Miranda Kerr, Candice Swanepoel, Dautzen Croesus, Alessandra Ambrosio, Isabelle Gular, Behati Prinsloo, Karlie Kloss, Tyra Banks, Helena Christensen, Karen Mulder, Stephanie Seimilatow , Katya Grigorieva

Since 1999 Since then, the Victoria's Secret Fashion Show has been shown on television to millions of viewers from around the world. Victoria's Secret tried to make her show not just a fashion show, but a real show with the participation of celebrities, musicians, directors and world stars. The show has become a place for professional meetings, business negotiations and beautiful relaxation.



In 2000 year, the Victoria's Secret lingerie was shown in Cannes during the famous film festival.

Since 2001 of the year, the Victoria's Secret show is annually broadcast on the American TV channel ABC.

In July 2004 Victoria's Secret creates more affordable items under the Pink brand - inexpensive lingerie, pajamas, leisurewear and accessories. The line is aimed at young girls, so the so-called “PINK-tours” were periodically held, small shops with Pink clothes appeared on the territory of educational campuses for a while.

In May 2007 Years "Angels", among whom were Adriana Lima, Alessandra Ambrosio, Isabelle Gular and Karolina Kurkova, were included by People magazine in the list of "100 most beautiful people in the world."

IN 2007 Victoria's Secret Angels received a star on the Hollywood Walk of Fame.



Victoria's Secret also has very expensive series kits Very sexy fantasy brainlaid with precious stones. Famous jewelers are invited to make them, and the show of such sets has already become a tradition for Victoria's Secret. First to hit the podium in a $ 1 million set Claudia Schiffer.

In 2008 supermodel Adriana Lima presented a bra from diamonds and rubies worth $ 5 million, and the most expensive set - the famous "Red Hot" from rubies cost Victoria's Secret $ 15,000,000.

In 2011 The Victoria's Secret boutique was opened in Russia.



Victoria's Secret currently owns over 1,000 stores worldwide, mostly in the US and Canada. The Victoria's Secret team is constantly working to create new sets of lingerie that can be seen on top models during the Victoria's Secret Fashion Show. But now more and more girls want to buy more affordable underwear, so Victoria's Secret will have to adapt to them.

The days when supermodels and diamond-encrusted underwear made a vivid impression are over. Now the fashionable public is satiated with luxury and beauty, and purchases are made more thoughtfully and rationally.