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Victoria's Secret Catalog History, Victoria's Secret Catalogue History
By vspantywear on March 5, 2014
Victoria's Secret started when a graduate student from Stanford Graduate School Of Business felt rather embarrassed when it came to purchasing beautiful lingerie from a department store. His name was Roy Raymond who was located in San Francisco, California. In 1977 Roy decided to open his first store at Stanford Shopping Center, thus Victoria's Secret was born. Soon to follow was a mail order catalog and three other Victoria's Secret stores. The stores were created to make a man comfortable when purchasing women's lingerie, the decor of the stores were Victorian designed with wood panel walls and friendly staff. Instead of bras and panties being hung on a boring rack, they were paired together in all sizes and mounted on frames. The stores were very detailed and were quite inviting when a gentleman came to purchase lingerie. After 5 years of operation Roy Raymond sold Victoria's Secret to The Limited. Through the 1980's The Limited kept the image intact while expanding to offer an array of merchandise including shoes, perfumes and evening wear with its mail order catalog that was sent out eight times annually. During the 1990's Victoria's Secret had became the largest American lingerie retailer..

In July 2007 the retail chain Limited Brands sold 75 percent of there retail chain to Sun Capitol Partners so that they could focus on the growth of the Victoria's Secret retail chain and Bath and Body works. There are over a 1000 Victoria's Secret stores across the U.S. and over 100 independent Victoria's Secret Beauty Stores which are located comfortably in many of the shopping centers across the U.S. Selling beauty products, lingerie, sleepwear, shoes, bathing suits, bras and panties.

Prior to the emergence of e-commerce, the Victoria's Secret's catalogs provided both an informative and exciting experience in the comfort of the consumer's home. The very first Victoria's Secret Catalog was created in 1978, and only one catalog was published in 1978. In 1979 three catalogs were published and in 1980 six. (This progression continued until the late 90's when there were over 150 different catalogs printed a year.) In April 1982, Raymond sent out his 12th catalog, each catalogue cost $3, and it had grown to a 42 page catalog. In 1982 catalog sales accounted for 55 percent of the company's annual sales. Victoria's Secret accepted catalog orders via telephone 24 hours a day. The New York Times reported that Victoria's Secret's success through catalogs influenced other catalogs success, and in 1987, Victoria's Secret was reportedly among the best selling catalogs. In the early 1990's they began to use Supermodels, deflecting from using celebrity models and endorsements. Victoria's Secret sends out 375 million catalogs a year . The Los Angeles Times described the catalog as having achieved a fan like following.

Perhaps you remember those old Victoria's Secret catalogs from the late 70?s, early 80?s and how exciting it was to look through them. The Victoria's Secret catalogs were not as common in many households like the sears catalog, jcpenny catalogs were but if you were lucky enough to come across a Victoria's Secret catalog you were rewarded by paging through it. To this day the Victoria's Secret catalog is still exciting to see, Victoria's Secret has progressed into much more than bras, panties, pantyhose and lingerie, but certainly those areas are still apart of the Victoria's Secret catalog. No matter what time period, holding a Victoria's Secret catalog in your hands always seems to be very exciting. For us men wearing panties we wondered what the panties and lingerie the Victoria's Secret models were wearing felt like. The Victoria's Secret models certainly looked so amazing in those panties and lingerie, and we wanted to experience what it was like to wear the same things the Victoria's Secret models were wearing. Many of us men wearing panties certainly did not start with Victoria's Secret panties or Victoria's Secret lingerie, but we might of gotten some inspiration from looking at the Victoria's Secret catalogs and eventually we might of bought some Victoria's Secret panties or Victoria's Secret lingerie. Many men wearing panties favorite brand is Victoria's Secret panties, whether its current Victoria's Secret panties or discontinued Victoria's Secret panties.

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