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