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.