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As the single most popular lingerie brand in the world, Victoria’s Secret takes pride in creating beautiful undergarments and comfortable clothing for different types of women around the world. Over the years they have expanded their reach, including young adults and teens as well as active adults looking for comfortable workout gear. With their collection of lingerie and women’s clothing, it is an all-inclusive women’s retailer for comfortable and casual garments.
Victoria’s Secret has an immense history dating back to 1977 when Roy Raymond and Gaye Raymond founded it. With their start in San Francisco, Roy Raymond decided that he wanted to create a store that men should comfortably shop in to find lingerie for their wives. He noticed that when he went to different lingerie retailers he either could never find pieces that his wife would like or sales associates would look him at like an intruder. This idea is what sparked the notion to create revolutionary pieces of lingerie that would be appropriate for any occasion ranging from a casual outing to a special honeymoon. During the 1980s the brand developed a wide variety of types of underwear that women weren’t accustomed to such as thongs and g-strings, as well as their collection of push-up bras. By 2006 Victoria’s Secret had over 1000 stores in the United States and was responsible for 1/3 of lingerie purchases in the entire intimate garment industry.
Instead of focusing primarily on lingerie for middle age and elderly women, Victoria’s Secret has worked to accommodate shoppers of every age, even including a few men’s beauty products as well. Their casual clothing line is similar to what you would find from Juicy Couture and includes velvet sweatpants, yoga pants, comfortable t-shirts, and hoodies. Another incredibly popular collection that was developed under the Victoria’s Secret name was Victoria’s Secret PINK. Mostly known for their extremely comfortable loungewear ranging from sweats to sweaters, PINK also offers different types of bras that are more appropriate for younger generations. You’ll notice that their target audience is teenagers and young adults that are transitioning into adulthood.
As the leader of women’s clothing and lingerie, Victoria’s Secret is constantly starting trends in the intimate apparel industry and there are a variety of lingerie and loungewear companies that are trying to follow their lead. Started from the idea of giving men the ability to comfortably shop for undergarments for their wives, it is now an incredibly popular brand.