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Victoria's Secret
Her Secret's Exposed
Lingerie stores like Flirty Lingerie, and all
online lingerie sites as well as lingerie retail owners owe a debt of gratitude
to Roy Raymond, the originator of the original Victoria's Secret store in the
San Francisco area in 1977. Raymond started his first store for the same
reasons many lingerie buyers can relate to 30 years later. It seems he felt embarrassed
trying to purchase lingerie for his wife in public and awkward department stores
of the era. Sadly, many would say that the atmosphere he tried to create, a
comfortable environment for men with wood paneled walls, Victorian details and
helpful sales staff, has only resulted in public and awkward stores in
malls.
The debt of gratitude owed to Victoria's Secret
which was purchased by Limited Brands in 1982, is that VS did succeed in
creating a dramatic change in the publics perception about under garments,
lingerie, bras and panties. Think back to the days before Victoria's Secret, and
you must agree the lingerie, foundation business was well, boring. Almost single
handedly Victoria's Secret changed the environment in which lingerie was sold.
Lingerie was sold in Sears, Roebucks and Company as well as J.C. Penney's and
calling it sexy was a stretch. Women wore lingerie, bras, panties and
foundations prior to Victoria's Secret, but it wasn't particularly appealing to
look at as the primary colors were nude and black and white. The lingerie
departments of that era were much like they are today, but many had women in
uniforms selling bras, panties, girdles, robes and an unforgiving attitude to
many men who dared venture into their territory.
If all Victoria's Secret gave us was colorful
lingerie, that would be an accomplishment. Victoria's Secret brought to the U.S.
market what most of Europe had experienced for many years. Many people think the
finest lingerie comes from France, Italy and other parts of Europe, and they are
generally correct. What existed prior to Victoria's Secret was the U.S. version
of lingerie which was largely bland, colorless and not particularly comfortable
or fashion forward. Through marketing genius, evolution of women's needs and
desires and the use of visual media, Victoria's Secret tapped an emerging
market. In 2007 Victoria's Secret is a household name as the mention of the name
in public is not linked to anything private or shameful. The company which
posted sales of 5 billion dollars in 2006 is a large presence in the retail
market in the U.S. not to mention being the big dog on the porch in the
intimates market.
Due to its clever use of emerging and mainstay
fashion models, Victoria's Secret has sculpted a sexy, youthful and safe image
considering it is selling bras, panties and sexy underwear. Some of the most
well known, beautiful female models have "walked the runway" for
Victoria's Secret. Heidi Klum, Tyra Banks, Stephanie Seymour, Karolina Kurkova
and Gisele Bundchen are among just a few who have glided down the runway in
their panties and bras.
Did Roy Raymond reach his stated goal? Yes and
No! Yes, in that the stores he founded led an evolution in women's intimate
apparel and exposed sexy underwear to millions. Yes, the atmosphere he helped
start did on some levels open up the sale of lingerie to malls across the world.
To the extent that Victoria's Secret met Roy Raymond's stated goals they deserve
enormous credit.
Where the evolution stopped was in creating an
atmosphere where men, and women, couples can purchase sexy lingerie, erotic
clothing, plus size lingerie and sexy shoes in a non threatening environment.
Most malls will not accept tenants who offer these items due to their adult
nature. The market demands these products as the number of online lingerie sites
and sex toy sites can attest. The products that adults, male or female, want and
purchase may not have a place in your neighborhood mall, or in time we may
see these establishments as we see them in other areas. Most major cities have
had sexy lingerie and adult products retail stores, and more open all the time.
In many ways Victoria's Secret deserves some of the credit.
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About the author: Richard Romo is the author or this article.All uses of this article require prior authorization of the author
(Copyright. All rights reserved 2007 . Contact Flirty
Lingerie for reprint authorization.)
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