Inspired by the ugly treatment he was subjected to, as well as the ugly floral nightgowns they were selling, he decided to open up a lingerie boutique that was as welcoming to men as it was to women. The story goes that Roy Raymond was made to feel like a "pervert" when he went to a lingerie store to buy a gift for his wife. Victoria’s Secret - named as a wink to Victorian times, and the desire to keep one’s underthings secret - was started by a man (but you probably already assumed that). To understand the history of the Victoria’s Secret catalog, it’s necessary to understand the history of the company first. As Stuart Burgdoerfer, L Brands finance chief, explained in a company earnings call, "Would you start with one of your major ideas being a paper-based catalog sent through the mail as one of your key, if not your key, marketing activity for a global brand? As we thought about it in that way, along with the numerical tests and financial evaluation, very comfortable with the change that we've made."Īs we say goodbye to the iconic catalog (and continue stockpiling old issues destined for eBay greatness), let’s take a look back at how the publication has evolved over the years. Although exact figures weren’t revealed, the company said they saw virtually zero impact on sales. In early 2015, before cutting the business altogether, the company began dialing back how many catalogs they were mailing each year. L Brands announced in May that it would cease publishing the catalog, which was costing the company $150 million to produce about 300 million copies. And when JCPenney ended its catalog business in 2011, Victoria’s Secret took over that honor - or burden, depending. When Sears ended its catalog business in 1993, JC Penney became the largest catalog retailer in the U.S. By 1997, Victoria’s Secret was sending 450 million catalogs a year and seeing a return of $661 million in mail-order sales alone.
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