Victoria’s Secret Heads to London

Luxury lingerie chain Victoria’s Secret has its eyes set on London. The American fashion chain made famous by its Supermodel Angels, Heidi Klum, Adriana Lima and Doutzen Kroes, wants into the UK market. Victoria’s Secret seeks entrance to a market already dominated by its sister company La Senza and Ann Summers.

While the lingerie chain is visible in some parts of Europe through its mail order catalogue, the UK has largely remained out of the American brand’s reach, except for a small stand at Heathrow Airport. It seems that the recession has unhindered Victoria’s Secret as the UK market beckons the Angel undies.

Undoubtedly, the curiosity of Victoria’s Secret will lure some of La Senza’s clientele, but will the intrigue of the company sustain its consumers once the secret is out? With a range of under garments covering varying parts of the buttock in cotton, satin and silk, and bras that push-up and décolleté, as well as fragrances, lotions and a clothing line, Victoria’s Secret brandishes a mighty powerful brand.

Whether you want to be naughty or nice, a schoolgirl or a vixen, daring or demure, Victoria’s Secret carries the goods. Who wouldn’t want to be booted and suited by the brand that some of the most beautiful women in the world lend their faces and bodies to? This upscale lingerie company will add to the diversity of London’s Regent Street.

Limited Brands, the large US apparel company that operates both Victoria’s Secret and La Senza, is already on the lookout for a location to set up shop in the European market by 2011. If nothing else the dramatic window displays of life-size Angels in undies, will have the ears of Jane and Joe public itching to hear Victoria’s Secret.

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by Tamara Foster
Gloobbi Fashion

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