Victoria's Secret: The Rise, Fall, and Reinvention of a Lingerie Empire

The Early Years: A Story of Success and Innovation

Victoria's Secret was founded in 1977 by Roy Raymond, a Stanford Business School graduate who was embarrassed to buy lingerie for his wife. The company's first store was located in a Palo Alto shopping mall, and it quickly became a popular destination for women looking for stylish and affordable lingerie.

In the early years, Victoria's Secret was known for its innovative marketing campaigns, which featured supermodels such as Iman and Christy Turlington. The company's annual fashion show, which began in 1995, became a major media event and helped to make Victoria's Secret a household name.

The Rise of the Brand: Supermodels and Fashion Shows

In the 1990s and early 2000s, Victoria's Secret reached the height of its success. The company's signature "Angels," a group of supermodels who wore the brand's lingerie on the runway, became some of the most recognizable faces in the world.

Victoria's Secret's fashion shows were a major cultural event, and they helped to create a sense of glamour and exclusivity around the brand. The company's marketing campaigns were also highly successful, and they helped to make Victoria's Secret the leading lingerie retailer in the United States.

The Fall of the Brand: Controversy and Declining Sales

In recent years, Victoria's Secret has faced a number of challenges. The company has been criticized for its lack of inclusivity, its unrealistic body standards, and its treatment of employees. In 2018, the company's CEO, Ed Razek, made a number of offensive comments about transgender models, which led to a public outcry.

Victoria's Secret has also faced declining sales in recent years. The company has been losing market share to competitors such as Aerie and ThirdLove, which offer more inclusive and affordable lingerie.

The Reinvention of the Brand: A New Era for Victoria's Secret

In 2020, Victoria's Secret was acquired by Sycamore Partners, a private equity firm. The new owners have promised to make a number of changes to the company, including increasing inclusivity, expanding the product line, and improving the customer experience.

It is too early to say whether Victoria's Secret will be able to regain its former glory. However, the company's new owners are committed to making changes, and they believe that the brand has a bright future.

Victoria Secret Models