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March 9, 2013

The Secret Behind Victoria’s Secret

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With beautiful women, seductive clothing, and billions of dollars in profit, Victoria’s Secret appears to be a secure and perfect business. And though it may be secure and somewhat perfect now, there lies a secret in the shadow of its history that may be surprising and unexpected for those who discover it. As any husband would be, Roy Raymond found himself to be uncomfortable and embarrassed whenever he would shop for intimate clothing for his wife; the stores he would shop at had an awkward atmosphere unfit for a man and the clothing on the racks made him blush nervously. Raymond opened “Victoria’s Secret” in the late 70’s. Roy Raymond made half a million dollars in his first year of Victoria’s Secret. He opened three other stores and began a mail- catalog which proved to be a success. However, that’s pretty much where it ends. Only five years after opening his store, which provided a $6 million Profit per year, Raymond sold Victoria’s Secret to The Limited’s owner, Leslie Wexner. In addition, four years after his selling of Victoria’s Secret, his new business “My Child’s Destiny” went bankrupt. Raymond committed suicide by jumping from the Golden Gate Bridge in San Francisco in 1993 and at that time the worth of the company that he sold for some million dollars was hiked into Billions.

Purpose of Victoria’s Secret Franchise

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The way things used to be, buying lingerie for your lady meant a ghastly trip to the department store where derisive stares made you feel like a deviant in the grips of a perverse Panty fetish. This Humiliation was the impetus for a guy-friendly place where getting your lady something sexy was met with encouragement, not a raised eyebrow. This is the place we call Victoria’s Secret.

Victoria’s Secret: A heaven for Men

The stores were meant to create a Comfortable Environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from Inventory in the back rooms.

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