Популярный женский бренд Victoria’s Secret, который ежегодно дарит потребителям сказку, перенося их в мир гламура, многое повидал на своем жизненном пути
History of Creation and Development
жүктеу/скачать 16.97 Kb.
|
| History of Creation and Development
In the 1970s, Stanford alumnus and MBA holder Roy Raymond decided to give his wife a set of underwear as a gift. After visiting a store and not finding anything suitable, Roy Raymond decided to create his own brand. He wasn't satisfied not only with the range, but also with how uncomfortable he felt in the lingerie store. The brand was named after Queen Victoria of England - she was fond of corsets and the first windows of Victoria's Secret were decorated in the style of Victorian boudoirs. Roy decided to create his own store selling beautiful lingerie where men would feel comfortable and women would be able to find almost any model to their taste. However, Roy saw men as his main target audience. The first store appeared in 1977 and was a great success. From the assortment to the staff, everything in the store had a comfortable choice. After 5 years, Roy Raymond owned 6 points of sale, things were not going so smoothly and he had to sell the company to businessman Leslie Wexner, who is also the founder of the holding company "L Brands", which now includes Victoria's Secret. The first thing the new owner did was to stop positioning Victoria's Secret as a men's paradise and focus on the female audience. He redesigned all the catalogs to make them look appealing to both sexes. The brand's mission was now: "To make what's underneath the clothes pleasing to the eye." Victoria's Secret products began to be seen as affordable luxury. He took the company to a high level. Leslie Wexner turned an ordinary lingerie store into a brand with luxurious collections. The assortment of Victoria's Secret added perfume, shoes, pajamas and swimwear, which greatly increased profits. By the early 1990's the company's sales exceeded $1 billion for the first time. At that time more than 300 million catalogs were published annually, which continued to be mailed, and an online store was opened. Компания уверенно шла вперед и усиливала свои позиции в США, но для захвата мировых рынков требовались новые решения. Так родилась идея проведения модных показов и феерических шоу. Первое модное шоу Victoria’s Secret состоялось в 1995 году, а спустя 4 года показ транслировался в интернете. Это стало масштабным событием, которое привлекло еще больше внимания к бренду. В 1998 году на подиум вышли «ангелы Victoria’s Secret» - так называют лучших моделей. Вы легко узнаете их на показе - за спиной у моделей крылья. Первыми ангелами были Тайра Бэнкс, Стефани Сеймур и Хелена Кристенсен. После этого показ коллекции женского белья превратился в знаменитое шоу. Организаторы начали устраивать феерическое шоу, а дизайнеры модных домов с интересом наблюдали за составом ангелов Victoria’s Secret. В 2004 году ангелы отправились в турне по США, где презентовали коллекцию на показах в Нью-Йорке, Лас-Вегасе, Майами и Лос-Анджелесе. В 1996 году дизайнеры бренда выпустили комплект белья, украшенный драгоценными камнями - Very Sexy Fantasy Bra. Это стало традицией Victoria’s Secret. Самой дорогой моделью на сегодняшний день является комплект, созданный в 2000 году, стоимостью 15 миллионов долларов. The company was steadily moving forward and strengthening its position in the U.S., but new solutions were needed to capture global markets. Thus was born the idea of holding fashion shows and extravaganzas. The first Victoria's Secret fashion show took place in 1995, and four years later the show was broadcasted on the Internet. This was a major event that attracted even more attention to the brand. In 1998 the "Victoria's Secret Angels" - that is the name of the best models - appeared on the catwalk. You can easily recognize them at the show - the models have wings behind their backs. The first angels were Tyra Banks, Stephanie Seymour and Helena Christensen. After that, the lingerie collection show turned into a famous show. The organizers began to put on an extravaganza, and fashion designers watched the cast of Victoria's Secret Angels with interest. In 2004 the angels went on tour in the U.S., where they presented the collection at shows in New York, Las Vegas, Miami and Los Angeles. In 1996 the designers of the brand released a jewel-encrusted lingerie set called the Very Sexy Fantasy Bra. It became a Victoria's Secret tradition. The most expensive model to date is a set created in 2000, worth $15 million. жүктеу/скачать 16.97 Kb. Достарыңызбен бөлісу:
|