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Victoria’s Secret is a company that needs no introduction. It is the largest lingerie retailer in the United States. It is popularly recognized for its branding and marketing which are aimed at making the company highly visible. Victoria’s Secret is also known for its popular fashion show called Angels that takes place annually. 

The company has its headquarters in Columbus, Ohio, U.S. It owns and operates about 775 locations across the U.S. and Canada. It is currently owned by L Brands and sells products under three divisions – Victoria’s Secret, Victoria’s Secret Beauty, and Victoria’s Secret Lingerie. Below are some important details you need to know about the company. 

History of the Brand

Victoria’s Secret was established by Roy and Gaye Raymond on June 12, 1977. The couple set up their first store in Palo Alto, California. The idea came about as a result of Raymond’s frustration when buying lingerie for his wife. He found the colors and materials available unsatisfactory and felt like an unwelcome guest at most of the stores. 

At the time, lingerie was considered a special occasion item. It was only sold in specialty shops such as Fredrick’s of Hollywood. Raymond founded Victoria’s Secret and named it after Queen Victoria. It was meant to be a store that men could feel comfortable shopping in. In its first year, the store accrued $500,000 which was enough to open four other locations. 

Business Directions 

Victoria’s Secret is an apparel retailer that primarily sells clothing, lingerie, and beauty products. It also offers a secondary line of products under Victoria sports, swimwear and beauty as well as fragrances, accessories, make-up, and other body and bath products. The company has a high-end lingerie line that’s marketed under the Victoria’s Secret Designer Collection. 

All products are sold under three divisions namely: Victoria’s Secret Stores that caters for physical locations, Victoria’s Secret Direct that caters for online and catalog operations, and Victoria’s Secret Beauty that sells cosmetics and bath products. The categorization was done by Les Wexner, the chairman and founder of L Brands, in 2016 to help the business focus on its core activities. 

Key Facts

Victoria’s Secret was originally called Victoria’s Secret, Inc. This was changed to Victoria’s Secret Stores, Inc. in 1982. The name was revised in 2005 to Victoria’s Secret Stores, LLC. The company held its first fashion show in 1995 which grew to be the biggest event in 1999 when it streamed online for the first time. 

Victoria’s Secret also sells its Angels underwear collection which is promoted by brand ambassadors who are mostly supermodels referred to as Angels. To date, the brand has had more than 3 dozen Angles officially marketing it. 

FAQ

What is Victoria Secret known for? 

Victoria’s Secret is known for its popular line of womenswear including lingerie, fragrances, skincare products, and makeup.

Who is Victoria Secret biggest competitor?

The top competitors to Victoria’s Secret include Adore Me, True & Co, Calvin Klein, ThirdLove, American Eagle Outfitters, and Nordstrom. 

Who is Victoria’s Secret target market? 

Victoria’s Secret is popular among young female consumers. About 70 percent of the company’s consumers are between the age of 16 and 24. 

Locations: 372 locations in 44 states and 301 cities.

Categories

  • Cosmetics & Perfumes
  • Lingerie
  • Swimwear & Accessories
  • Women's Clothing
  • Women's Fashion Accessories

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