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Victorias Secret


Victorias Secret

Victoria's Secret is an American retailer of women's wear, lingerie and beauty products.

About Victorias Secret

Started in San Francisco in 1977 by Roy Raymond, Victorias Secret was a store created for men who felt embarrassed trying to purchase lingerie in department stores. The stores were meant to create a comfortable environment for men, with wood-paneled walls, Victorian decor and a helpful, discreet sales staff. Instead of racks of bras and panties in every size, men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back rooms. In 1982, after five years of operations, Roy Raymond sold the company to The Limited.

The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly expanded into the U.S. malls throughout the 1980s. The company was able to market a broader range of merchandise, such as shoes, evening wear, and perfumes, with its mail catalog issued eight times annually. By the early 1990s, Victoria's Secret had become the largest American lingerie retailer.

Victoria's Secret has expanded their product line to include cologne and shaving products for men and a more conservative line of apparel for women. They are also known for their hi-powered marketing, using some of the world's top models for fashions shows and ad campaigns.

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