victorias secret Essay

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I) Executive Summary
The history of lingerie can be traced back thousands of years to 3000 B.C., but it was not until 1977 when Roy Rogers founded Victoria’s Secret that lingerie evolved into what we think of now. In this paper, we examine the emergence of Victoria’s Secret as the leading retailer in women’s lingerie, the context for the innovation, and the approaches the firm took to commercialize the innovation. Victoria’s Secret was hardly the first lingerie retailer, but it was able to take advantage of a niche market demand, fortunate timing, and a well-sequenced ecosystem to become the market leader it is today. Our focus is on the period between 1977 when Roy Rogers first founded VS, through 1982 when he sold the company to The
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Victorian clothing became associated with sexual anticipation given the difficulties presented in taking it all off. The introduction of garters (hooked corsets to stockings) heightened excitement and is credited with the spawn of striptease shows and dances.ix The name Victoria’s Secret was adopted from this era.
Lingerie cycled through various trends from the early twentieth century to the present. The increased participation of women in sports and dancing gave rise to brassieres and less restrictive girdles. The “alphabet bra” was introduced with cup sizes ranging from A, B, C, and D. Also advancements in materials for such garments shifted from steel and rubber to synthetic materials, precursors to Lycra, rayon, and Lastex. The historical context of wars, hippie and feminist movements, and the boom of the film industry, began to shape a bigger social context for lingerie than previously in history. On one hand, lingerie was socialized as restrictive, artificial, and conforming. On the other hand, some advancements (briefs, bikinis), provoked feelings of youth and freedomx. Regardless, by the 1960’s it was quite evident that women’s lingerie incited some type of emotional response from women and men alike. The timing was ripe for promoting lingerie in a greater business context.

The Introduction of Victoria’s Secret:
Roy Raymond, an alumnus of Tufts University and Stanford Graduate School of Business,

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