Victoria’s Secret certainly has a wonderful history, it all started when a graduate student from Stanford Graduate School Of Business felt rather embarassed when it came to purchasing beautiful lingerie from a department store. His name was Roy Raymond who was located in San Francisco, California. In 1977 Roy decided to open his first store at Stanford Shopping Center, thus Victoria’s Secret was born. Soon to follow was a mail-order catalog and three other Victoria’s Secret stores. The stores were created to make a man comfortable when purchasing women’s lingerie, the decor of the stores were Victorian desinged with wood panel walls and friendly staff. Instead ofbras and panties being hung on a sterile rack, they were paired together in all sizes and mounted on frames. The stores were very detailed and were quite inviting when a gentleman came to purchase lingerie. After 5 years of operation Roy Raymond sold Victoria’s Secret to The Limited, unfortunately his next business adventure ended in bankruptcy and he plummeted to his death off of the Golden Gate Bridge in San Francisco. Through the 1980′s The Limited kept the image intact while expanding to offer an array of merchandies including shoes, perfumes and evening wear with its mail-catalogue that was sent out eight times annually. During the 1990′s Victoria’s Secret had became the largest American lingerie retailer making over a billion dollars.
In July 2007 the retail chain Limited Brands sold 75% of there retail chain to Sun Capitol Partners so that they could focus on the growth of the Victoria’s Secret retail chain and Bath and Body works. There are over a 1000 Victoria’s Secret stores across the U.S. and over 100 independet Victoria’s Secret Beauty Stores which are located comfortably in many of the shopping centers across the U.S. Selling beauty products, lingerie, sleepwear, shoes, bathing suits, bras and panties over four hundred million catalogs are sent out ever year.
Victoria’s Secret has been going green when environmentalist pressured them to create a catalog which was more environmentally friendly. The catalog is no longer made from and woodland caribou range in Canada. The catalogs are now made with 10% Consumer waste on recycled paper.
Victoria’s Secret has been targeting middle class America looking to avoid sleaziness due to the image that they carry. In the early 1990′s they began to use Supemodels such as Tyra Banks, Heidi Klum and Karolina Kurkova amongst others, deflecting from using celebrity models and endorsments. Victoria’s Secret prides themselves in Customer Service and they do believe in trying to upsell the Customer by offering frequent attention along with the Victoria’s Secret Credit Card which can provide the consumer with additional discounts and savings including coupons on there merchandise.