Post on 27-Jun-2015
The largest lingerie retail store in the United States
today
BEFORE VICTORIA’S SECRET
• Simple, classic, and boring lingerie• Lingerie is not being focused on
FIRST RETAIL STORE IN NORTHERN CALIFORNIA IN 1977
TARGET: FEMALES
• Skinny, fit, flawless and seductive models
• “The sexier your lingerie is, the more your
man will like you.”
• Misguide females
SEXIER THAN SKIN
“A valentines campaign from Victoria's Secret reminds men that there are
things sexier than skin.”
TARGET: MEN
• Uses QR codes to cover models’ body parts
– Curiosity leads men to scan them
• “Reveal the Secret”: reveal the lingerie the models
are wearing
• Attract men to buy the lingerie to their partners
• Misguide men into thinking if your partner wears
the VS lingerie, they would be as sexy as the models
ARE THE MODELS REALLY FLAWLESS?
DOUTZEN KROES"Sometimes it makes me feel guilty now that I am in this profession that
makes certain girls insecure... I always say, I don't look like the picture… If you put me in bad light with no hair
and makeup, it's not good... I wake up sometimes like, this is not what I see when I look at the magazine, who is
this visitor in the bathroom?"
NEGATIVE EFFECTS
• Makes other women feel insecure
• misguide men into thinking that women has to
be sexy and perfect like the Victoria Secret
angels
• Inappropriate for children