Past: Rise of an Iconic Brand
The story of Victoria’s Secret began in 1977 when Roy Raymond felt embarrassed shopping for lingerie for his wife. He decided to create a store that catered to men who wanted to buy lingerie for their significant other. The first store, located in San Francisco, was an instant success, and Roy began to expand his business. In 1982, he sold the company to The Limited, a renowned clothing chain.
The Limited saw the potential in the brand and quickly expanded the business, opening up stores across the United States. Victoria’s Secret started selling beauty products along with lingerie, and soon became a household name. In the 1990s, they launched their famous catalog, which became a hit worldwide.
Present: Facing Criticism, Diversity and Inclusion Strides
Victoria’s Secret has faced criticism in recent years for their lack of diversity and inclusion. Their runway shows and marketing campaigns didn’t feature models of all body types, creating a sense of exclusion. However, in recent years, the brand has made strides in diversifying its marketing and runway shows. In 2019, Barbara Palvin became the first Victoria’s Secret model who wore sizes greater than 34 inches, and in 2021, their first transgender model was hired.
Victoria’s Secret had also been criticized for their lack of inclusivity in their designs. However, they launched a line of lingerie that is more inclusive to women of all ages, sizes, and shapes. The brand has decided to move forward with a new and more inclusive vision.
Future: A New Era
Victoria’s Secret is now set to undergo a massive brand revamp. The brand has decided to ditch its famous runway show in favor of something more inclusive and modern. They are redefining their branding and reimagining their marketing campaigns. The brand has stopped using the term “The Angels” for their models and is now referring to them as “The VS Collective.”
Victoria’s Secret has also announced that their marketing campaigns would focus on women’s empowerment and inclusivity. The brand’s new vision is focused on catering to women of all shapes, sizes, and ages. Besides, they are strengthening their brand identity by changing their product offerings and store experience. Victoria’s Secret is now set to enter a new era of inclusivity and empowerment.
Next time you step into a Victoria’s Secret store, remember that it’s not just a brand for lingerie, but a brand that’s striving to cater to every woman’s needs.
