The Victoria's Secret company is the largest american retailer of lingerie and sleepwear and was founded in 1977 by Roy Raymond. The brand offers many different things like lingerie, womenswear, sleepwear, beauty products and accessory, through their website, catalogs and thousand U.S. stores and stores in other countries like Great Britain, Canada, France or Germany. Victoria's Secret is completely owned by the L Brands company.
In 1989 FCB/Leber Katz Partners and Victoria's Secret started a national advertising campaign featuring for the first time in the company history a ten page glossy insert that appeared inter alia in the November issues of Elle, Vogue and People magazines. This was a pretty good investment to announce the start in the toiletries and fragrance business.
In 2002, Victoria's Secret announced the launch of PINK, a new lingerie line targeted to young girls between 15-to-22 years. 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.
Through 2002 you couldn't buy the Victoria's Secret swimwear collection in stores. Just via the website and catalog, but now you can find it in Victoria's Secret stores too. In 2016 they removed the swim collection for the next season.
The Victoria's Secret Fashion ShowEdit
In 1995, Victoria's Secret began with their annual Victoria's Secret Fashion Show, which is broadcast on primetime American television. Ken Weil, vice president at Victoria's Secret and Tim Plzak responsible for IT at Victoria's Secret's 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. For the next webcast, Victoria's Secret had a partnership with Broadcast.com, America Online and Microsoft. Since then, the Victoria's Secret Fashion Show became an annually spectacular event, which mostly serve for the marketing of VS.