Victoria's Secret is the largest American retailer of lingerie. It was founded by Roy Raymond on June 12, 1977.
Its 2012 sales were $6.12 billion, with an operating income of $1 billion. The company sells lingerie, woman's wear and beauty products through its 1,000 U.S. stores, catalogs (annually mailing out 375 million) and website. Victoria's Secret is wholly owned and the largest holding of publicly traded L Brands company.
Victoria's Secret is known for its catalogs and fashion show: the Victoria's Secret Fashion Show.
Victoria's Secret is credited with single-handedly transforming "America's conception of lingerie" by pioneering "sexy underwear as fashion" and "lingerie mainstream entertainment." The societal manifestation is "the increased cultural acceptance of shopping for undies" in the United States.
In the early 1980s Victoria's Secret used FCB/Leber Katz Partners for the development of their brand, marketing and advertising.
In 1989 FCB/Leber Katz Partners and Victoria's Secret executed a national advertising campaign featuring for the first time in the company history a ten page glossy insert that appeared in the November issues of Elle, Vogue, Vanity Fair, Victoria, House Beautiful, Bon Appetit, New Woman and People magazines. Victoria's Secret used the insert to announced their expansion into the toiletries and fragrance business. Up through to the ten page insert Victoria's Secret growth had been driven by their catalog, sporadic ads in fashion publications and word of mouth.
Pink
Swimwear
Product History
Marketing
Victoria's Secret Fashion Show
Victoria's Secret Angels
On October 16, 2002 Victoria's Secret announced the launch of Pink, a new lingerie line targeted to 15-to-22 year olds. The strategy driving Victoria's Secret's launch of Pink is to introduce the teenage girls to Victoria's Secret stores. Pink sells 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.
Pink's competition in the lingerie market for 15–22 year old demographic includes Abercrombie & Fitch and American Eagle Outfitters' Aerie. Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006. In 2009 PINK established its first four stand-alone stores in Canada. In 2010 sales at PINK reached $1 billion.
Pink has a college line that focuses brand recognition through public university athletics. The Victoria's Secret in Cincinnati sold a collegiate line—in partnership with the University of Cincinnati—in 2011. The brand is marketed to be fun, playful, and flirtatious. Promotions for the line come from college tours, tie-ins with the music channel MTV, and social media such as Facebook, MySpace. In 2011, the line announced a partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names. The partnership is part of a marketing strategy for the NFL to market to teenage girls and college aged women.
In March 2013, the company mounted a marketing campaign for sexy underwear titled "Bright Young Things" directed at teen and pre-teen girls that drew considerable negative attention. The underwear contained wording including "Call me", "feeling lucky" and "wild." The company was accused of "sexualising" teenage girls. When the ad campaign was launched, Victoria's Secret chief financial officer Stuart Burgdoerfer said that the line of underwear allowed "15 or 16 years old... to be older, and they want to be cool like the girl in college." After the criticism increased, Victoria's Secret removed the items from the companys website and said that the ad campaign was meant for college-age women.
Through 2002 swimwear was only available via the web site and catalog; not in stores.
From at least 1985 through to 1993 Victoria's Secret sold men's underwear.
1993 Victoria's Secret introduces the Miracle Bra selling two million within the first year. In 1999 Victoria's Secret launches Body by Victoria.
Also in the 1990s Victoria's Secret launched the Second Skin Satin.
In 2010 Victoria's Secret launched the Incredible bra.
In 2012 Victoria's Secret launched the The Victoria's Secret Designer Collection described by Vogue as the company's "first high end lingerie line."
Over the course of Victoria's Secret's evolution the company "has gone from being value-driven to creating a luxury- shopping experience and an aura of fashion associated with its product" which has been driven by marketing.
The Victoria's Secret Fashion Show is an annual "elaborate marketing tool for Limited Brands". The show is a mix of "beautiful models scantily clad in lingerie" and A-list entertainers "And every year, it becomes less about fashion and more about show".
The company gained notoriety in the early 1990s after it began to use supermodels in its advertising and fashion shows. Throughout the 2000s, Victoria's Secret has turned down celebrity models and endorsements.
In 1999 Victoria's Secret's 30 second Super Bowl advertisement led to one million visits to the company's website within an hour of airing.
In 2004 Victoria's Secret featured Bob Dylan in an advertisement to test new marketing possibilities whilst Victoria's Secret dropped their fashion show for 2004 as a result of the fallout from the Janet Jackson/Super Bowl incident that caused complaints from women's groups.
The brand turned to social networking in 2009, opening an official Facebook page and later on official Twitter and Pinterest accounts. It also expanded its website to feature behind-the-scenes content about its catalog and commercial shoots, as well as its fashion show.
Beginning in 1995, Victoria's Secret began holding their annual Victoria's Secret Fashion Show, which is broadcast on primetime American television. Starting with the 1995 fashion show they are "a combination of self-assured strutting for women and voyeuristic pleasures for men—and lingerie becomes mainstream entertainment." This involves 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.
Ken Weil, vice president at Victoria's Secret and Tim Plzak responsible for IT at Victoria's Secret's parent company Intimate Brands led Victoria's Secret's first ever online streaming of their fashion show in 1999. The 18 minutes webcast streamed February 2, 1999 was at the time the internet's "biggest event" since inception. The 1999 webcast was reported as a failure by a number of newspapers on account of some user's inability to watch the show featuring Tyra Banks, Heidi Klum, and Stephanie Seymour as a result of Victoria's Secret's technology falling short being able to meet the online user demand resulting in network congestion and users who could see the webcast receiving jerky frames. In all the company's website saw over 1.5 million visits whilst the Broadcast.com's computer's were designed to handle between 250,000 and 500,000 simultaneous viewers. In total 1.5 million viewers either attempted or viewed the webcast.
The 1999 webcast served to create a database for Victoria's Secret of over 500,000 current and potential customers by requiring users to submit their contact details to view the webcast. The next spring Victoria's Secret avoided technical issues by partnering with Broadcast.com, America Online and Microsoft. The 2000 webcast attracted more than two million viewers.
By 2011 the budget for the fashion show was $12 million up from the first show's budget of $120,000.
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 one of Victoria's Secret's lingerie lines. The models featured in the original advertising campaign in 1997 were Helena Christensen, Karen Mulder, Daniela Peštová, Stephanie Seymour, and Tyra Banks. Due to their growing popularity, the brand used them in several other advertising campaigns until Christensen's departure. 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. Their line-up has been changed multiple times over the years, with one being officially released before each fashion show. The brand currently lists 10 supermodels on its website, including Miranda Kerr, and recently launched a Facebook application highlighting Kerr and the Angels as well as Lais Ribeiro, Toni Garrn and Barbara Palvin.
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 and became the first trademark awarded a star on the Hollywood Walk of Fame on November 13, 2007. Other notable spokesmodels for the brand have included: Claudia Schiffer, Eva Herzigová, Oluchi Onweagba, Jessica Stam, and Emanuela de Paula.
Currently Angels:
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