Victoria's Secret has reportedly swapped its ad slogan, "The Perfect Body," for one that is meant to be more palatable to non-supermodels: "A Body for Every Body." The slogan appears on an image on the company's website of 10 uber-thin models clad in bras and panties, with their ribs clearly visible.

Victoria's Secret is the world's largest intimates specialty retailer offering a wide assortment of modern, fashion-inspired collections including signature bras, panties, lingerie, casual sleepwear, swim and athleisure, as well as award-winning prestige fragrances and body care.

In 1977, Raymond borrowed $40,000 from family and $40,000 from a bank to establish Victoria's Secret: a store in which men could feel comfortable buying lingerie. The store was named in reference to Queen Victoria and the associated refinement of the Victorian era, while the "secret" was hidden underneath the clothes.

Victoria's Secret & Co. L Brands. On August 2, 2021, L Brands (NYSE: LB) completed the separation of the Victoria's Secret business into an independent, public company through a tax-free spin-off to L Brands shareholders. The new company, named Victoria's Secret & Co., includes Victoria's Secret Lingerie, PINK and Victoria's Secret Beauty.

Victoria's Secret, the well-known lingerie and beauty brand, has a strong presence on various social media platforms. To engage with customers, promote products and create brand awareness, the company employs a comprehensive social media marketing strategy.

The overall experience of visiting Victoria's Secret sales outlets is all about luxury, a treat to the senses, and comfort. The stores are also designed in such a way that the customers do not think about the payments until they have experienced everything the store has to offer.

The factor that endears the brand to its customers is the exceptional in-store experience offered by Victoria's Secret. The brand offers an unparalleled in-store experience that no other lingerie brand can offer. The in-store experience offered by Victoria's Secret sales outlets can only be described as luxurious.

Victoria's Secret is arguably the world's best-known lingerie brand. The angel wings, show-stopping creations given to their top models to recognize their true 'angel status', became synonymous with the brand and were a main attraction of their annual, highly anticipated runway show.

The brand was launched strategically, to increase and preserve future Victoria's Secret customers (i.e, ages 21+) and market share by building an expanded pipeline of customers whose brand awareness and loyalty are established and cemented up to 10 years earlier, as tweens and teens.

The brand owes its success to its annually over-the-top Victoria's Secret Fashion Show. The televised event not only draws worldwide attention but also pays off the $12 million setup costs. The show reflects opulence and the brand's values and is one of the best marketing strategies Victoria's Secret has.

But it's prominence has been shaken up in recent years after the lingerie brand faced sluggish sales, criticism for its lack of model diversity and size inclusivity, scandal for possible ties to Jeffrey Epstein, and an entire brand-image overhaul.

Victoria's Secret has long employed a strategy that sees the brand give its social media followers exclusive news and perks via Snapchat and Instagram. Consequently, fans feel as though the lingerie retailer is extending a personal invitation to connect with them, a move which enhances loyalty in a significant way.