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Victoria's Secret - The history
The Victoria's Secret brand was created in San Francisco in 1977 by Roy Raymond, a Stanford graduate who found his business idea literally on the street.
In the mid-1970s, when lingerie was still an embarrassing topic in the United States, reserved only for the alcove, he wanted to buy his wife a gift. He thought of something sexy and tasteful. Unfortunately, in those days, panties and bras were primarily meant to be practical, comfortable, and cheap, which had little to do with sensuality. Not to mention the nightmare it was for a man to shop in the lingerie stores of the time. That's why Roy Raymond set out to fill this gap in the market and create beautiful lingerie that would be readily available in friendly stores and mail-order catalogs.
In 1982, Roy Raymond sold the company for just $1 million, to "The Limited", owned by Leslie Wexner. The new owner immediately saw a flaw in the company's strategy, which was to be a friendly place for men to buy lingerie for their partner. Wexner decided to change the company's policy so that women would primarily fall in love with "Victoria's Secret". However, the historic show took place in 1999 - it was broadcast live on TV and shown on a screen in Times Square, and was watched by more than 2 million people. The brand expanded its offer with a line of swimsuits, cosmetics, and accessories. A hit turned out to be the so-called "Fantasy Bra" - bras decorated with precious stones and gold.
