When Lingerie Marketing Took An Unexpected Turn

A Bold Idea In A Conservative Market:

In the early 1970s, buying lingerie in the United States was uncomfortable for many men. Stores were small, sales clerks were often women, and the experience could feel awkward or embarrassing. 

This cultural reality set the stage for a business decision that would later shape one of the most recognizable brands in retail history. When Victoria’s Secret was founded in 1977 by Roy Raymond, it was created with men in mind first, not women.

Why Men Were The First Audience:

Roy Raymond reportedly came up with the idea after feeling uneasy shopping for lingerie as a gift for his wife. His solution was to create a brand that made men feel comfortable and confident while shopping. 

Early Victoria’s Secret catalogs reflected this thinking. They were sent primarily to men, offering tasteful images, clear descriptions, and a relaxed tone that removed embarrassment from the buying process.

Catalogs As A Safe Shopping Space:

Before online shopping, catalogs played a major role in retail. For Victoria’s Secret, catalogs allowed men to browse lingerie privately at home. This eliminated social pressure and created a controlled environment where customers could take their time. The strategy worked. Men were more willing to buy lingerie as gifts, which helped the company grow quickly during its early years.

The Shift Toward A Female Customer Base:

In the early 1980s, the company changed direction after being sold to The Limited. New leadership recognized that women were the long-term growth opportunity. Catalogs began to shift their tone, imagery, and messaging toward female shoppers. Lingerie was no longer just about gifting. It became about self-expression, comfort, and confidence for women themselves.

How The Early Strategy Still Matters Today:

Victoria’s Secret’s early decision to market to men offers a valuable lesson in understanding customer discomfort and solving it creatively. The brand identified a problem, designed a solution, and used the tools available at the time to reach its audience. Even though the company later changed its focus, that original approach helped establish its national presence.

A Lesson In Knowing When To Adapt:

The evolution of Victoria’s Secret catalogs shows the importance of adapting to changing consumer behavior. What began as a male-focused strategy eventually transformed into a female-centered brand identity. 

This ability to pivot helped Victoria’s Secret grow from a small startup into a major retail force. For business owners and marketers, the story highlights the value of meeting customers where they are, even if that starting point is unexpected.