Also please men
This is the good idea that the American Roy Raymond had in 1970.He wanted to offer beautiful lingerie to his wife but did not find his happiness in existing shops.And then, especially as a man, he did not feel at ease in this kind of trade.With his wife, he therefore created in 1977 in the United States a brand with sexy products and where men are also welcome.The first shop opens in San Francisco.To baptize it, the couple opted for a reference to Queen Victoria and in her time when we liked cultivating the mystery.
Success and setbacks
From its beginnings, the company Victoria's Secret was successful, if we believe the specialized blog 1001de below.Roy Raymond has six shops and offers a correspondence sales catalog (to view the 1979 collections click here.)).
Unfortunately, in the 1980s, sales collapsed and the company was on the verge of bankruptcy.
Roy Raymond sold his business in 1982 to Leslie Wexner, president of the Limited Brands group for $ 4 million.The latter is inspired by European lingerie shops where the underside are valued as elegant and refined pieces."Through the implementation of this new atmosphere, the American woman is won over and sales are experiencing dazzling growth," writes 1001de below."The number of shops and turnover is increasing.It is estimated that in 1995, the company has 670 stores in all the United States and its value is 1.9 billion dollars ".
After having sold Victoria's Secret, the former creator Roy Raymond did not succeed in his retraining in the ready-to-wear for children and committed suicide by throwing himself from the Golden Gate Bridge in San Francisco.
Open up to the rest of the world
Initially, Victoria's Secret opens timidly internationally.Canada in 2005 then London in 2010 and the rest of Europe from 2012.The brand then opts for an intensive development of its points of sale.After Russia, where lingerie sales are growing, the company seeks to conquer Asia.
The creation of angels
But the great marketing success of Victoria's Secret is above all to have been able to create an event around its parades and to have made its muses real stars.They are called "angels" and the biggest models on the planet dream of being part."In 2007, the" angels "were the first brand to obtain their star on the famous" Walk of Fame "by Hollywood", writes the lemon curve blog.
More than a simple parade, it is a show, broadcast on television, offered by Victoria's Secret with a podium decorated with lights and special effects.Music stars also find a case for their tubes.Last year, the singer Ellie Goulding thus interpreted her title Love Me Like You Do on a podium, worthy of the Snow Queen:
This Wednesday evening, it is at the Grand Palais in Paris that the 2016 edition of the show will take place.Mannequins stars like Adrina Lima, Kendall Jenner or Gigi Hadid will participate but also new recruits like Jasmine Tookes, Taylor Hill, Stella Maxwell, Sara Sampaio, Elsa Hosk, Romee Strijd or Josephine Skriver.
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