The Founding Story of Victoria’s Secret: A Journey through Lingerie Innovation

When you think of iconic lingerie brands, Victoria’s Secret is likely at the forefront of your mind. Established in 1977, its story begins with a visionary named Roy Raymond, whose experiences and aspirations reshaped the way lingerie is marketed and sold. But what led an American businessman to create a brand that would become the largest lingerie retailer in the United States? This article explores the inception of Victoria’s Secret, the evolution of its brand, and the challenges it has faced over the decades, all while aiming for the keyword “who founded Victoria’s Secret.”

The Genesis: Roy Raymond’s Inspiration

Roy Raymond founded Victoria’s Secret in 1977 after a rather uncomfortable experience while shopping for lingerie for his wife. Frustrated by the uninviting and overly feminine atmosphere of department stores—where he felt out of place—Raymond envisioned a store that would cater to men looking for underwear for the women in their lives. His purpose was clear: to create a shopping experience that was both comfortable and welcoming. He named the brand “Victoria’s Secret,” pulling inspiration from the elegance of the Victorian era, suggesting refinement and sophistication.

A Name Steeped in Elegance

Raymond chose the name “Victoria” to evoke a sense of propriety and respectability associated with the Victorian era. This decision was pivotal in shaping the brand’s identity, as the name suggested an alluring touch of mystery—the “secrets” of femininity that lay underneath the refined surface. His vision was reflected in the store’s layout, which included dark wood accents, oriental rugs, and luxurious silks, creating an intimate shopping environment that resembled a Victorian boudoir.

The Early Years: Struggles and Triumphs

In its initial years, Victoria’s Secret made waves within the industry, primarily through its unique catalog model. By 1982, however, the company was on the brink of bankruptcy, generating over $4 million in annual sales but struggling to keep afloat.

The Game Changer: Les Wexner Steps In

Just when things seemed bleak, Les Wexner, founder of L Brands (then known as Limited Brands), acquired Victoria’s Secret for $1 million. This pivotal moment transformed the brand completely. Under Wexner’s leadership, the focus shifted from a male-oriented consumer base to marketing directly to women. He envisioned a line of affordable, luxurious lingerie, inspired by upscale European brands, but at price points that the average woman could afford.

Victoria's Secret History

The Transformation: Becoming a Household Name

By the early 1990s, under Wexner’s strategic guidance, Victoria’s Secret evolved into the largest lingerie retailer in the U.S., boasting nearly 350 stores and surpassing yearly sales of $1 billion. The launch of the now-infamous Victoria’s Secret Fashion Show in 1995 solidified the brand’s place in pop culture, turning it into a spectacle that became synonymous with luxury lingerie.

A Branding Success

The annual fashion show, with its stunning visuals and high-profile models, helped create a dream-like identity for the brand that many aspired to. Notable figures like Gisele Bündchen, Tyra Banks, and Heidi Klum became the faces of Victoria’s Secret, each contributing to its ethos of allure and glamour.

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The Setbacks: Facing Modern Challenges

Despite its success, Victoria’s Secret faced a series of struggles in the late 2010s. Sales began to decline, partly due to criticism regarding inclusivity and diversity within its campaigns. Competing brands like Aerie and ThirdLove began to draw consumers away with a focus on body positivity and inclusiveness, contrasting sharply with Victoria’s Secret’s more traditional marketing approach.

A Brand in Crisis

The fallout from controversial remarks made by former marketing chief Ed Razek about plus-size and transgender models led to a significant backlash, resulting in the cancellation of the Victoria’s Secret Fashion Show in 2019. Coupled with accusations of a toxic corporate culture and its ties to Jeffrey Epstein, the company’s reputation took a major hit.

Rejuvenation Efforts: A New Era for Victoria’s Secret

Recognizing the need for transformation, Victoria’s Secret has made strides to redefine its brand image. The introduction of the VS Collective, featuring a diverse group of activists, athletes, and entrepreneurs, signaled a shift towards a more inclusive atmosphere. The brand also announced its plans to revive the fashion show, reimagined for a new generation.

Shifting Gears

The revitalization of Victoria’s Secret includes a focus on diversity and authenticity in advertising. In 2023, the brand hinted at a grand return of the fashion show in a new format—a film—bringing back beloved elements while emphasizing the importance of reconciling past traditions with contemporary values.

Conclusion: Victoria’s Secret Legacy and Future

Today, as we examine the origins and evolution of Victoria’s Secret, it becomes evident that the brand’s journey is a reflection of larger societal changes in perceptions of beauty and femininity. While Roy Raymond’s vision laid the foundation for a revolutionary retail experience, those at the helm since his departure have continuously had to adapt to shifting cultural norms. The story of Victoria’s Secret serves as both a cautionary tale of missteps and a hopeful narrative of resurgence and transformation.

Understanding “who founded Victoria’s Secret” requires not only acknowledgment of Roy Raymond’s entrepreneurial spirit but also recognition of how the company has evolved through the years—learning from its past while aiming for a more inclusive and modern future. As the lingerie market continues to adapt and grow, Victoria’s Secret seeks to reclaim its throne while honoring its rich history.