|
|
Victorias Secret
Who doesn’t know Victorias Secret? It is one of the biggest American retailer for lingerie, women clothing and beauty products. Owned by Limited Brands it achieved an operating income of $1 billion in 2006. It is known as a glamorous brand which has is known for its fashion models, catalogues and fashion shows. Victorias Secret was the brainchild of Roy Raymond who opened his first store in Stanford Shopping Center in California and shortly after came up with three more stores and mail order catalog.
It was aimed at making it easier for men to purchase lingerie for their girlfriends and wives. Bras and panties were mounted on wall and frames which made it easier for one to shop around for lingerie. After running it for five years Raymond sold the company to Limited which continued with the tradition set by its founder.
Nineties saw Victorias Secret expand through the American Malls and besides lingerie it started selling perfumes, evening wear and shoes. Nineties saw Victoria Secret gained the reputation of being the largest American lingerie retailer. In 2007 Limited Brands sold off three fourth of the stake in VictoriaSecret to Sun Capital Partners.
Victoria Secret has around a thousand lingerie stores in US and around hundred independent Victoria's Secret Beauty Stores. Most of Victoria Secrete is located in shopping centers of US and sells range of bra, panties, cosmetics, sleepwear and accessories for women.
After decades of glamour image Victoria seceret is trying to woo the American middle class with its range of products. It’s looking forward to replace its sleazy image with a conservative look.
Victorias secreat is known for its glamorous fashion models who are also referred to as Victorias Secret Angel sashaying down the ramp during the Victoria Secrect annual fashion show.
|
|
