VICTORIA’S SECRET
LONDON
VICTORIA’S SECRET LONDON
press pack 2009/2010
press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
Brand introduction Victoria’s Secret, the leading American lingerie brand, is bringing three hand-picked lines to the UK, to create Victoria’s Secret London. Angels By Victoria, Very Sexy, and Body By Victoria will form the full range, and have been specially targeted to the wants and needs of the UK market. Following the companies’ success in the US, this is a natural progression. Formed in the early 1970’s in Ohio, Victoria’s Secret was originally aiming to create a man-friendly shopping experience, in which men could feel comfortable buying lingerie for their partners. Since then it has expanded to become the leading retailer of lingerie in the US, being included in the top 20 ecommerce retailers in the world, and having over 1000 stores in the US alone. Today, Victoria’s Secret is known for its feminine, sexy aesthetics, and bold promotional campaigns. Their high quality products are what gives the brand longevity and resilience in the increasingly competitive lingerie market, and its use of supermodels such as Heidi Klum and Gisele Bundchen has heightened press coverage and awareness of the brand. Victoria’s Secret is constantly changing and evolving to suit the needs of their customers, which leads to the opening of the Boutique element in London.
press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
Collection profile Angel by Victoria is a collaboration of soft colours and romantic lace to transform the ordinary into the extraordinary. Our belief that style starts from the inside out is the inspiration for the feminine fabrics and delicate shapes. The collection is available in colours from a beautiful pastel palette. This includes shady blue, parlor rose and deep wineberry, transforming everyday essentials into intimate indulgences. Size range: Cup A-F, 30-42, 6-20 Price range: Bra £30-£45, Knicker £15-£25
The Very Sexy range is the height of glamour in sensuous satin and lacy lingerie. Since its launch in 1994, ‘The Miracle Bra’ has been a popular item of the very sexy range in America. It has continued to provide the most cleavage available for consumers, from Victoria’s Secret. This has been maintained through continuous design innovation and is also available in limited edition lace and bow detail. The Miracle Bra is available in burgandy, soft plum, holiday red, platinum grey and rose. Size range: Cup A-F, 30-42, 6-20 Price Range: £45- £90
Body by Victoria provides women with a sexy, feminine and attractive option for their daily essentials. Both the Biofit Uplift Bra and the Perfect One provide women with a body makeover by a unique customized support. The Perfect One provides a unique shape that successfully smooths and suports. The bra is available in iced aqua, frosted blueberry, macadamia, classic stormy grey ad bella pink. The Biofit Bra decreases in padding as the cup size increases, as well as the shape of the cup adjusting to provide a natural look. The Perfect One Size range: Cup A-F, 30-42, 6-20 Price: £40 The Biofit Size range: Cup A-F, 30-42, 6-20 Price: £40
press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
release date: 6th august 2009
british website launch live on 1st february 2010
Victoria’s Secret are set to launch the first British version of their iconic website. This website marks the beginning of Victoria’s Secret London, a new British version of the sexy American brand. They have decided to concentrate on ecommerce which in the future may be followed up with the first Victoria’s Secret London Store. Victoria’s Secret London will feature a more muted and exclusive collection. The brand will unveil 3 hand picked collections to suit the British Market. These will include Angels by Victoria’s Secret, Very Sexy, and Body by Victoria. British customers will be able to purchase products from these collections online via the new website. A selection of Bras, Knickers, Lingerie and Hosiery will be available to view and buy online. The website will also include information on upcoming events and new additions to the collections. There will be a comprehensive page showing details of the progression on the new London store opening. Similar to the American version there will be a Bra Guide, showing women how to measure themselves and choose exactly the right bra for them. This feature will detail exactly how to measure your cup size, back measurements and how to choose the right style and swell for the occasion or effect you want. This website will be a massive break through for the Victoria’s Secret brand and will enable British customers to purchase and enjoy the products more readily.
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press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
Guest list - press day 12th June 2010 10.00-3.00
• Chris Mooney- FHM.com, Editor
• Ticky Hedley Dent- Tatler, Features Editor
• Bridget March- Cosmopolitan.co.uk, Editorial Assistant
• Chloe Weguelin- Liberty, Press Officer
• Melissa Dick- Elle.uk.com, Editor • Melanie Rickey- Grazia Daily, Online Journalist • Laura Craik- Evening Standard, Fashion Editor • Sarah Mower- Style.com, Fashion Journalist
• Jill Litle- John Lewis, Merchandise Director • Rupert Sanderson- Vogue Blogger • Lisa Armstrong- The Times, Fashion Editor • Marigay McKee- Harrods, Fashion Director
• Amy Davies- ASOS, Stylist
• ,Lucy Hutchings- Marie Claire, Online Fashion Editorial Assistant
• Alex Bilmes- GQ.com, Features Director
• Hilary Alexander- Telegraph Online, Fashion Director
• Abena Ofei- Maxim Online, Fashion Editor
• Catherine Bell- W.G.S.N, Intimate Apparel Senior Editor
• Corrine Abramas- Times Online, Journalist for Women • Charlotte Sander- Marie Claire, Fashion Writer Section • Gareth Scourfield- Esquire, Fashion Editor • Susie Rushton- The Independent, Features Writer • Laura Hills- Glamour, Features Assistant • Angella Johnson- The Mail on Sunday, Features Writer • Sarah Webb- Harrods Magazine, Fashion Editor • Kay Barron-Fashion Rag, Editor and Founder • Erika Kurihare- i.D, Fashion Editor • Shane Watson- The Sunday Times Style, Features Writer • Victoria Moss- In Style, Features Writer • Clare Richardson- Telegraph Fashion, Fashion Editor • Louis Threapleton- RED, Executive Fashion Editor • Emilie McMeekan- ES Magazine, Features Editor • Sarah Harris- Vogue, Fashion Features Writer • Helen Atwood- Selfridges Lingerie Buyer • Jessica Bumpus- Vogue Online, Fashion Features Editor • Beccy Clarke- Net-a-Porter, Fashion Writer • Karen Kay- Sky News, Fashion and Lifestyle • Camilla Hume-Smith- Harpers Bazaar, Online Editor Correspondent • Sharon Ireland- Glamour, Commercial Editor
• Helen Boyle- This Morning, Fashion Producer
press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
Release date: 6th febraury 2010
london boutique launch 6th july 2010
Victoria’s Secret London will be launching its first boutique on the 6th of July 2010 at 117 Westbourne Grove, Notting Hill W11. The 6th of July holds particular meaning as it is traditionally known as National Kiss Day. This new Victoria’s Secret store, where little luxuries are of grand importance, will be a new exciting destination for London shoppers. Glamorous, ultra-feminine and luxurious, this stores’ design is the ultimate expression of the Victoria’s Secret London brand. The facade takes on the character of a Victorian Boutique, with chic cream paintwork and brass hardware. The theme continues to the interior, providing a serene atmosphere, complemented by monochrome décor and subtle lighting. To enhance the customer’s shopping experience the store offers highly trained intimate specialists who provide customer care such as a bra fitting service, colour consultation and style guidance. Along with flattering lighting and a comfortable, private environment, these factors make the Victoria’s Secret London boutique an appealing and personal experience, catering to each customers needs.
press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
VICTORIA’S SECRET
LONDON
CONCEPT BUDGET
BASED ON ESTIMATED COSTS
ITEM Cost (£) Quantity Website Design 15,000 1 Shop Unit 80,000 1 Utilities 55,000 0 Sub Total PRESS DAY Catering 37.5 50 Beverage 29.98 2 Floral Display 500 1 Sundries 50 0 Sub Total EVENT Catering 37.5 20 Beverage Champagne 215 1 Beer 26.98 1 Soft drinks 40 4 Floral Displays 500 1 Sundries 50 0 Press 4,928.83 1 Sub Total TOTAL press office victoria’s secret london crown house 143-147 regent street london w1b 4nr press@victoriassecretlondon.co.uk tel: 020 2773 4654
Total (£) 15,000 80,000 55,000 150,000
1,725 53.96 500 50 2328.96
750 215 26.98 40 500 50 4928.83 6510.81 158,839.77