Victoria’s Secret is one of the most successful lingerie/swim and sleepwear brands, originating from the United States. In the last few years, there have been additional labels to go with the brand and it has become worldwide known. In Dubai, the first brand store of Victoria’s Secret opened in Mirdiff City’s shopping centre. Let us see what makes Victoria’s Secret so outstanding in the lingerie market.
Victoria’s Secret was born in 1977 in San Francisco, California by Roy Raymond who one day as he was out shopping lingerie for his wife had become very unsatisfied by the actual offer on lingerie. Soon after, he started his own label of lingerie. As he worked at the Standford University, he opened his first Victoria’s Secret shop in Palo Alto, in the Stanford Shopping Centre. He then changed strategy and exchanged to catalogue order business, featuring top fashion models after a while. Followed by great success, the stores started to flourish and more stores opened in the whole area of the United States.
The company started with its foreign sales and opening its first abroad stores relatively late in 2010 with the opening of its first Canadian branches. Interestingly, Victoria’s Secret does not have stores in Europe or Asia. The company plans its first European store to open next year in London, United Kingdom. It was huge news, when it came out that Victoria’s Secret after persuasion is willing to open its Middle Eastern shops. The chosen destinations were Dubai of the United Arab Emirates and Kuwait. The Saks and the Bloomingdale’s due to previous agreements between the two brands first sold Victoria’s Secret in Dubai.
Victoria’s Secrets publishes lingerie and sleepwear. Nowadays, it has started its swimsuit sales as well as various fragrances and sells lots of accessories from hair bands to handbags. The brand has issued its own range of skincare and make-up products. Victoria’s Secret also publishes its line of beach dresses, dresses, pants and shirts. You can even buy seasonal shoes and indoor shoes in its shops. The new beauty products are products of other smaller companies, which have contract with the big company. Over the last ten years, Victoria’s Secrets have become the top and hottest lingerie brand of the United States and everywhere in the world. The brand has gained fame with the big fantasy of designing. The style is definitely young and cheerful; the bright colours were counted long ago as novelties.
There are several stores in the Dubai Mall, Mall of the Emirates, Deira City Centre and BurJuman shopping centre, not mentioning Mirdiff where the first store is still open. Only in the big brand shops, you can see how great is the choice out of all the released collections of Victoria’s Secret with all the additional brands. Dubai is a big fan of the brand and openly negotiating for opening of other Victoria’s Secret brand stores in one of its huge shopping centres.
