Victoria's Secret

• Founded: by Roy Raymond in 1977, in San Francisco.
• Company History: Published first catalogue, 1978; sold for $4 million to The Limited apparel group, 1982; Cacique sibling formed to market French-styled lingerie, 1988; introduced swimwear, 1991; began selling cotton panties, 1993; launched bath and body line and introduced Miracle Bra, 1994; first runway show, 1995; spun off by The Limited, 1995; introduced seamless bras, 1996; launched legwear, 1998; went online with firm website, 1998; first live web fashion show, 1999; debuted Dream Angels fragrance collection, 1999; sponsored AIDS fundraiser with Miramax Films, 2000; launched first men's fragrance collection, 2001; launched Pink fragrance and aired first television fashion show, 2001; signed license with Shiseido Company Ltd. for cosmetics, 2001.
• Company Address: 3 Limited Parkway, Columbus, OH 43216, U.S.A.
• Company Website:www.VictoriasSecret.com.

Victoria's Secret made buying lingerie not only a pleasure but a must in the late 1980s and 1990s. The upscale lingerie and apparel firm took shopping for lingerie from the neglected corners of department stores and put it front and center in thousands of boutiques throughout the United States. Both men and women happily flocked to the sensuous, sumptuously decorated shops and buying sexy innerwear was no longer a chore or embarrassing for either sex.

Men gladly accompanied their wives or lovers to Victoria's Secret, while women enjoyed finding a myriad of products in every size and shape imaginable. This was the experience Roy Raymond had in mind when he founded Victoria's Secret in 1977 in San Francisco. Loath to shop for lingerie or foundations for his wife in austere surroundings, Raymond envisioned an appealing shop with a stylish decor—somewhere with a Victorian-boudoir feel. The next year, Raymond took his lingerie fantasies a step further, creating a mail order catalogue to sell his growing selection of bras, panties, slips, and loungewear.

The response to the Victoria's Secret catalogue was immediate and stunning; Raymond's business mushroomed in size and scope yet he had problems meeting demand and running the mail order business. While there were rivals, such as Frederick's of Hollywood which sold many of the same products, Frederick's had a raunchy feel to its stores and looked more like an S&M supplier than intimate apparel retailer. In 1982, Raymond sold the company, which consisted of six faltering stores and its catalogue, for $4 million to Leslie Wexner, founder of The Limited women's apparel firm.

Throughout the remainder of the 1980s, the Victoria's Secret mystique grew and Wexner decided to add another lingerie maker to his fold, launching Cacique as a French counterpart to Victoria's faux English styling. While Cacique stores opened near or by Victoria's Secret stores in 1988 and 1989, the older sibling's catalogues had reached the pinnacle of popularity. The thick magazine-like editions became acceptable "girlie" material for men of all ages. Women awaited the arrival of catalogues almost as eagerly as men; soon the pages were crowded with not only intimate apparel but sportswear and accessories as well. Gone were the posed couples that had populated Raymond's catalogue, replaced by sexy, pouty, internationally known models. Being selected to pose for a Victoria's Secret catalogue became a much sought after job, a stepping stone to model superstardom.

In the early 1990s Victoria's Secret continued to broaden its product line with swimsuits (and a special swimwear catalogue reminiscent of the annual Sports Illustrated edition), simple, cotton panties—which suddenly made the old-fashioned underwear hip and must-have—and a bath and body line called Second Skin Satin Luxury Bath Collection. Next came the Miracle Bra in 1994, released months ahead of Warner's Wonderbra. The Limited, which had created a subsidiary called Intimate Brands to manage Victoria's Secret and its sister company, Bath & Body Works, spun the company off in 1995, retaining a majority stake when the firm went public.

Despite its similarity to its sibling, Cacique failed to gain the notoriety or clientéle of its much famed elder. Intimate Brands closed the chain in 1998, putting a new home furnishings concept into many of the stores called the White Barn Candle Company. Around the same time, Victoria's Secret introduced cosmetics into its stores and catalogue, setting the stage for Victoria's Secret Beauty, which began as in-store shops. The firm then joined the wave of the future by launching a company website. Although many retailers had websites for information, store locations, and to sell products, Victoria's Secret decided to broadcast its spring fashion show live via the Internet in early 1999. Servers were completely unprepared for the 1.5 million viewers who tried to log on; they were not only completely overwhelmed by the response but jammed for hours and eventually crashed due to the unexpected crush of web surfers.

In 1999 parent company Intimate Brands introduced additional cosmetics to Bath & Body Works and Victoria's Secret stores, and took the in-store Victoria's Beauty shops and started creating separate stores either adjacent to or near existing Victoria's Secret boutiques. Over the next two years, the company moved in several new directions. A men's fragrance collection, called Very Sexy for Him, was developed for a 2001 launch while the firm entered talks with Japan's Shiseido Company Ltd. to create a cosmetics line. Additionally, after the success of its website fashion show, Victoria's Secret raised the bar and took its spin on fashion to prime-time television. Its first-ever televised fashion show, aired by ABC in November, stirred controversy when concerned viewers complained to the Federal Communications Commission (FCC) about the "indecency" of the scantily clad models. Fortunately for Victoria's Secret, neither the FCC nor most of viewing public found the showing indecent. On the contrary, millions tuned in and enjoyed the provocative parade.

By 2002 there were about 2,300 Victoria's Secret boutiques in the U.S., and its racy and lacy catalogues were mailed to more than 350 million households annually. Its stores had become as much about attitude and indulgence as undergarment needs—women loved the sexy, ultrafeminine innerwear, and it made them feel sexy and beautiful regardless of their age, size, or inclination.

Publications

On Victoria's Secret:

Articles
• Perman, Stacy, "Victoria's Secret Hitting the Beach," in WWD, 30 March 1994.
• Belcove, Julie L., "Victoria's Secret—Boudoir to Bath with July Entry," in WWD, 6 May 1994.
• Moin, David, "The Intimate Category Killer," in WWD, 13 March 1995.
• Machan, Dyan, "Sharing Victoria's Secrets," in Forbes, 5 June 1995.
• Brady, Jennifer L., "Victoria's Secret Seamless Bra Sews Up Sales," in WWD, 16 September 1996.
• Palmieri, Christopher, "Victoria's Little Secret," in Forbes, 24 August 1998.
• Moin, David, and Laura Kelpacki, "Victoria's Secret Puts Sex Appeal and Color into Cosmetics Line," in WWD, 18 September 1998.
• Napoli, Lisa, "Bared-Bones Fashions, Fully Covered Publicity," in the International Herald Tribune, 11 February 1999.
• Moin, David, and Pete Born, "IBI Giving Victoria's Secret Push Into Global Prominence," in WWD, 29 September 1999.
• "Victoria's Secret to Cosponsor AIDS Benefit," in WWD, 9 February 2000.
• Hickins, Michael, "Victoria's Secret Shifts Into Global Overdrive," in WWD, 5 April 2000.
• Klepacki, Laura, "Victoria's Secret Takes a Brave Step," in WWD, 27 January 2001.
• Born, Pete, "Victoria's Secret's New Interest: Guys," in WWD, 12 October 2001.
• "Victoria's Secret Launches Something Very Sexy for Him," in Cosmetics International, November 2001.
• "FCC Fields Complaints About Victoria's Secret Show," in Adweek, 19 November 2001.

— Nelly Rhodes

View more Miscellaneous videos

For the Sonata Arctica single, see Victoria's Secret (song).

Victoria's Secret

Type	Subsidiary
Industry	Apparel
Founded	1977
Headquarters	Columbus, Ohio, U.S.
Number of locations	1,040 company-owned stores 18 independently owned stores (January 2011)[1]
Key people	CEO of Victoria's Secret Stores: Lori Greeley[2] CEO of Victoria's Secret Megabrand and Intimate Apparel: Sharen Jester Turney
Products	Bras, panties, sleepwear, hosiery, women's clothing, lingerie, swimwear, footwear, fragrances and beauty products
Revenue	$5,604 million (FY 2009)[2]
Parent	Limited Brands
Website	victoriassecret.com

Victoria's Secret is an American retailer of women's wear, lingerie and beauty products.^[3] It is the largest segment of publicly-traded Limited Brands with sales of over US$5 billion and an operating income of $1 billion in 2006.^[3] Victoria's Secret is known for its annual fashion show, the Victoria's Secret Fashion Show, and for its catalogs, both of which feature top fashion models.

Contents 1 History 1.1 International expansion 1.1.1 Canada 1.1.2 Middle East 1.1.3 Caribbean 1.1.4 United Kingdom 2 Victoria's Secret Angels 3 PINK 4 See also 5 References 6 External links

History

Victoria's Secret was started in San Francisco, California, in 1977 by Tufts University and Stanford Graduate School of Business alumnus Roy Raymond,^[4] who felt embarrassed trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center in Palo Alto, and quickly followed it with a mail-order catalog and three other stores.^[4] The stores were meant to create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. 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 operation, Roy Raymond sold the Victoria's Secret company, with its six stores and 42-page catalogue, grossing $6 million per year, to Leslie Wexner, creator of The Limited, for $4 million.^[5] 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 vend a widened range of products, 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, topping one billion dollars.

Victoria's Secret at Briarwood Mall in
Ann Arbor, Michigan

Beginning in 1995, Victoria's Secret began holding the annual Victoria's Secret Fashion Show, which is broadcast on primetime American television. The show is a lavish event with elaborate costumed lingerie, varying music, and set design according to the different themes running within the show. The show attracts hundreds of celebrities and entertainers, with special performers and/or acts every year.

On July 10, 2007, Limited Brands sold 75% of The Limited clothing chain to firm Sun Capital Partners to focus and boost sales growth on Victoria's Secret lingerie stores and Bath & Body Works units, which provided 72% of revenue in 2006 and almost all the firm's profit.^[6] There are 1,000 Victoria's Secret lingerie stores and 100 independent Victoria's Secret Beauty Stores in the US, mostly in shopping centers. It sells brassieres, panties, hosiery, cosmetics, sleepwear, and other products. Victoria's Secret mails more than 400 million of its catalogs per year.^[2] Under pressure from environmentalist groups, Victoria's Secret's parent firm and a conservation group have reached an agreement to make the lingerie retailer's catalog more environmentally friendly in 2006. The catalog will no longer be made of pulp supplied from any woodland caribou habitat range in Canada, unless it has been certified by the Forest Stewardship Council. The catalogs will also be made of 10 percent recycled paper from post-consumer waste.^[7]

Map of Victoria's Secret stores in the U.S., as of August 2011.

The company gained notoriety in the early 1990s after it began to use supermodels in its advertising and fashion shows. Throughout the past decade, it has turned down celebrity models and endorsements.^[8] The company buys fair trade grown cotton, to make its lingeries, but the Bloomberg has found the supplier employs children to pick cotton on the fields in Burkina Faso. ^[9]

On October 22, 2008, Victoria's Secret launched a Spanish version of its website.^[10]

International expansion

Canada

Victoria's Secret opened their first stores outside the United States in three Canadian cities: Edmonton in August 2010, Toronto in September 2010 and Calgary in May 2011. Edmonton and Calgary have the only four locations in Western Canada, which includes the West Edmonton Mall, Kingsway Mall, Chinook Centre, and Southcentre Mall, while eight locations were opened in Toronto, including Yorkdale Shopping Centre, Toronto Eaton Centre, Upper Canada Mall, Mapleview Centre in Burlington, Sherway Gardens in Etobicoke and Square One Shopping Centre in Mississauga in which holds the largest store in Canada. Quebec's first store will open in 2012 at Carrefour Laval. Atlantic Canada's first store will also open in 2012 in the Halifax Shopping Centre.

Middle East

The first Victoria Secret stores outside North America opened in Bahrain, Kuwait and the United Arab Emirates, although these are franchise stores owned and operated by M.H. Alshaya Co primarily offering beauty and branded accessory products.^[11]

Caribbean

The Brand’s first Caribbean store opened in November 2011 at Plaza Las Americas in San Juan, Puerto Rico.^[12] A second store will open in October 2012 at Sambil Santo Domingo Mall in Santo Domingo, Dominican Republic.^[13]

United Kingdom

In November 2004, the company opened its first boutique in the UK at Heathrow Airport, Terminal 5 with the help of World Duty Free.^[14] In 2012, Victoria's Secret will open their first 16,500-square-foot (1,530 m²) flagship store on New Bond Street, London ^[15] as part of two or three stores opening across the city. It also plans further nationwide expansion across the UK. Victoria's Secret executive vice president and chief administrative officer Martyn R Redgrave told WWD "That's what we're looking to do as we expand, in the U.K. in particular, and those will be company-owned and operated."^[16]

Victoria's Secret Angels

Although it now refers to the brand's most visible spokeswomen (while the fashion show models are referred to as "Runway Angels"), the Angels started out as Victoria's Secret's lingerie line.^[17] The models featured in the original advertising campaign in 1997 were Helena Christensen, Karen Mulder, Daniela Pestova, Stephanie Seymour, and Tyra Banks.^[18] Due to their growing popularity, the brand used them in several other advertising campaigns until Christensen's departure.^[17][19] In February 1998, the Angels made their runway debut at Victoria's Secret's 4th annual fashion show, with Chandra North filling in for Christensen.^[19] Their line-up has been changed multiple times over the years and the brand currently lists 11 supermodels on its website, including Rosie Huntington-Whiteley.^[20] Among other recognitions, the Victoria's Secret Angels were chosen to be part of People Magazine's annual "100 Most Beautiful People in the World" issue in 2007^[21] and became the first trademark awarded a star on the Hollywood Walk of Fame on November 13, 2007.^[22]

Other notable spokesmodels for the brand have included: Claudia Schiffer,^[23] Eva Herzigova,^[19] Ana Hickmann,^[24] Oluchi Onweagba,^[25] Jessica Stam,^[26] Quiana Grant,^[27] Emanuela de Paula,^[28] Katsia Zingarevich^[29], Gracie Carvalho,^[30] Flavia de Oliveira,^[30] and Lais Ribeiro.^[31] Both Ana Beatriz Barros^[32] and Daria Werbowy^[33] are known to have turned down an Angel contract.

Current Victoria's Secret Angels from left Adriana Lima, Alessandra Ambrosio, Miranda Kerr, Doutzen Kroes, Candice Swanepoel, Lindsay Ellingson, Erin Heatherton, Chanel Iman, and Behati Prinsloo (Lily Aldridge not pictured)

Nationality	Name	Contract	First hiring	Runway shows	Notes
United States	Stephanie Seymour	1997–2000[18]	1990[34]	1995–2000	1995 Fashion Show host
Denmark	Helena Christensen	1997-1998[18][19]	1996[35]	1996–1997
Netherlands	Karen Mulder	1997–2000[18]	1992[36]	1998–2000
Czech Republic	Daniela Peštová	1997-2002[18]	1996[37]	1998–2001
United States	Tyra Banks	1997-2005[18][38]	1996	1996–2005
Argentina	Inés Rivero	1998[39]	1998	1998–2001
France	Laetitia Casta	1998–2000[39]	1997	1997–2000
Germany United States[40]	Heidi Klum	1999–2010[41][42]	1997	1997-2009 (host only in 2006)	Fashion Show host 2002, 2006–2009
Brazil	Gisele Bundchen	2000-2007[43]	1999	1999–2006
Brazil	Adriana Lima	2000-	1999[44]	1999–2008, 2010-
Brazil	Alessandra Ambrosio	2004-[45]	2000	2000-	PINK spokesmodel: 2004-2006[46]
Czech Republic	Karolína Kurková	2005-2008[47][48]	2000	2000–2008, 2010
Cayman Islands	Selita Ebanks	2005-2008[49][50]	2004	2005-2010
Brazil	Izabel Goulart	2005-2008[49]	2004	2005-
United States	Marisa Miller	2007-2010[51][52]	2002[53]	2007–2009
Australia	Miranda Kerr	2007-[54]	2005[55]	2006–2009, 2011-	PINK spokesmodel: 2006-2008[56][57]
Netherlands	Doutzen Kroes	2008-[8]	2004	2005–2006, 2008–2009, 2011-
Namibia	Behati Prinsloo	2009-[58]	2007	2007-	PINK Spokesmodel 2008-
South Africa	Candice Swanepoel	2010-	2007	2007-	PINK Spokesmodel 2007-2010[citation needed]
United Kingdom	Rosie Huntington-Whiteley	2010-2011[59]	2006	2006-2010	PINK Spokesmodel 2006-2007[60][61]
United States	Erin Heatherton	2010-[42]	2008	2008-
United States	Chanel Iman	2010-[42]	2008[62]	2009-	PINK Spokesmodel 2009-[citation needed]
United States	Lily Aldridge	2010-[63]	2008	2009-
United States	Lindsay Ellingson	2011-[64]	2006	2007-

Note: Most Angels started working with the company years prior to signing an Angel contract. Listed above are the dates of first published or aired campaigns or, by default, first runway show or event.

PINK

Founded in 2004 and marketed toward late-teen and college-age women, sub-brand PINK sells age-appropriate underwear, sleepwear, lounge wear, beauty products, and accessories, with the intent to transition buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria.^[65] The PINK brand is marketed to be fun, playful, and flirtatious. Ambrosio, Kerr, and Prinsloo have all been official faces of PINK. Other models, such as Jessica Stam, Rosie Huntington-Whiteley,^[61] Erin Heatherton,^[66] Chanel Iman,^[66] Candice Swanepoel,^[67] and Elsa Hosk^[68] have been taking part in events for the brand. Promotions for the line come from college tours, tie-ins with the music channel MTV, and social media such as Facebook, MySpace, and other social media that is of interest to young adults. In 2011, the line announced a partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names.^[69]

See also

Companies portal

• List of swimwear brands
• List of Victoria's Secret models

References

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65. ^ "LTD 2009 Annual Report p.56". Materials.proxyvote.com. https://materials.proxyvote.com/Approved/532716/20100329/CMBO_58396/HTML2/default.htm. Retrieved 2011-11-11. 
66. ^ ^{a b} Tuesday, November 2, 2010, by Fawnia Soo Hoo (2010-11-02). "Racked.com". Racked.com. http://racked.com/archives/2010/11/02/victorias-secret-pink-nfl-launch.php. Retrieved 2011-11-11. 
67. ^ "Lingerietalk.com". Lingerietalk.com. 2010-08-05. http://www.lingerietalk.com/2010/08/05/lingerie-news/vs-pink-launches-nfl-team-collection.html. Retrieved 2011-11-11. 
68. ^ http://www.yelp.com/events/chicago-meet-vs-pink-model-elsa-hosk-and-chicago-bears-running-back-matt-forte
69. ^ "> Timeline". Limited Brands. http://www.limitedbrands.com/our_company/about_us/timeline.aspx. Retrieved 2011-11-11. 

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Victoria's Secret navigational boxes v d e Limited Brands Current: Bath & Body Works  • C. O. 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