Victoria’s Secret: 35-years of allure and magnetism
September 10, 2012 by admin
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Victoria’s Secret: 35-years of allure and magnetism
Lily Aldridge, Erin Heatherton, Adriana Lima, Candice Swanepoel and Chanel Iman for a Victoria’s Secret Incredible. (Photo/ lastnewsusa)
The largest American lingerie retailer, Victoria’s Secret is turning 35 years old in 2012 — and despite all the glamour, sexy prints and exuberant models, this famous brand keeps selling dreams — for better or worse — to real women out there.
A little bit of history
Victoria’s Secret didn’t start as a “bombshell factory”. In fact, Roy Raymond founded the company and opened his first boutique in California, tired of being ashamed of purchasing lingerie in regular department stores. The image of Victoria’s Secret stores was simple: a place where men could feel comfortable. Moreover, a store where mail-order catalogs would make things easier.
A file photo showing a customer shoping at the Victoria’s Secret store at Glendale Galleria mall in Glendale, Calif. The largest American lingerie retailer, Victoria’s Secret is turning 35 years old in 2012. (AP Photo)
Long story short, Victoria’s Secret was sold to a “parent” company and quickly became one of the most popular brands in the United States, with revenues up to $4.5 billion per year in store sales and more than $1.5 billion in catalog and Internet sales, for a wide range of products (from lingerie, to perfumes, clothes and cosmetics) and even an annual TV fashion show filled with celebrities and glitzy skits. Now, what’s Victoria’s Secret true secret?
Victoria’s Secret: a psychological path?
We’d say Victoria’s Secret success is a combination of beautiful, ultra famous top models, mind-blowing lingerie and the desire of mere mortals to look good. Perhaps, most women are empowered by alluring advertisements to feel great in their own skin.
When you think of Victoria’s Secret, a world of charm, sex-appeal and magnetism immediately comes to mind, and it doesn’t have anything to do with your social status — it’s just a matter of being convinced to “have it all” with small — but not always cheap — things.
On the other hand, many girls feel Victoria’s Secret supermodels are perfect; bringing out the pressure to fit into a cliché, no matter what. Could this potentially and eventually lower Victoria’s Secret net sales? Of course not. But you as a woman can avoid being overly sensitive toward the brand’s excess and voluptuous bodies. Judging by 35-years of evolution, Victoria’s Secret has changed from a trade sophisticated attitude to an artificial, almost goddess-like image.
Victoria’s Secret angels at the end of a show. (Photo/ gunaxin)
Latinas: a powerful market
Latinas are known for being confident about themselves — and Victoria’s Secret seems well aware of this. In 2008, the brand launched a Spanish version of their website, conquering a new target; and there’s more: several franchises in Colombia, one developing in El Salvador, plus hundreds of non-official retailers all over Central and South America.
Victoria’s Secret products don’t come easy on the pocket in Latin America. However, this makes it extra special among Hispanic women — even by just owning a last season brassiere or a creamy lotion, you could feel like a million bucks.
Bottom line: Victoria’s Secret remains the number one dream factory for ladies, whether you need an excuse to improve your self-esteem or simply lusting after delightful — sometimes airbrushed — bodies.
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Lingerie shops in Sharjah ordered to employ female sales staff
September 9, 2012 by admin
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The Sharjah Executive Council’s decision to ask shops and malls to employ female sales staff where women’s dresses, especially female underwear and lingerie, are sold, is being implemented strictly. Shopkeepers in the emirate who fail to employ new female staff will be fined.
A number of readymade garment shops in and around Rolla, the Al Ghuwair Market, shopping malls, gold souq area and the old souq area have got notification from the Sharjah Economic Development Department to employ female staff if they are selling women’s undergarments.
The Sharjah Economic Development Department introduced the rule in 2007 and closed some shops flouting the rule.
Saudi Arabia recently introduced a new rule banning men from working in women’s lingerie shops. The Sharjah Executive Council introduced the rule in 2011 and its implementation is taking place now.
According to the latest warning letters issued to shops in the emirate, they will be fined heavily if they fail to employ female staff to handle female customers for lingerie.
The issue of men selling female underwear has been a matter of debate in the region, with Saudi Arabia implementing a decision to ban men from selling female undergarments. Sharjah followed suit and announced similar plans but they will be implemented by the end of 2012.
According to recent reports in the international media, Arab women who can afford not to shop in the region will go abroad to buy undergarments because many felt embarrassed to mention the size of their intimate wear to a male salesman. Many Arab and Muslim women are embarrassed to enter a garment shop to buy lingerie because all the sales staff are men. The female customers often have to explain their preferences to a man which they are reluctant to do.
The ban in Saudi Arabia applies to cosmetic shops and readymade garments. In Saudi Arabia, the decision affected 7,300 readymade shops and created about 40,000 job opportunities for women.
Several hundred readymade garment shops in Sharjah sell undergarments for women and their owners fear the new decision will be disastrous for small and medium sized shops.
Sameer, a readymade shop owner that employs two staff, said: “Eighty per cent of the customers who buy female and children’s dress are men. When they go for vacation, these male customers come and buy for their women and children.”
According to a senior official in the Sharjah Economic Department, a decision to introduce female staff in garment shops was taken last year and the department has been running a campaign to implement the scheme. Big shopping malls and hypermarket chains in the emirate can easily appoint new female staff, but the small and medium sized traders are a worried lot.
The Saudi Ministry of Labour had closed about 600 lingerie shops and warned many more for failing to employ female staff in their female undergarments and cosmetics section. Some shops could not get female staff because Saudi women had refused to work in these shops.