It’s official, Victoria’s Secret has landed in the U.K.. Just in time to coincide (cash in) on the London Olympics, the All American lingerie empire has made it’s way across the pond – this morning opening the first of their two fresh London based stores. Today’s opening in London’s east Stratford – the home of the Olympic village, was said to be a subtle and low key affair, with none of the notorious angels in sight. The glamour and spectacle that one would expect to be a part and parcel of a vic’s secret opening will reportedly happen in two weeks, when the second store opens on Bond street.
Retail analysts have hinted that the arrival of Victoria’s Secret to the United Kingdom will revitalise Britain’s approach to buying expensive lingerie; the big wigs stated they are confident that the American brand will surpass the sales of British brands like La Senza, which went into administration at the beginning of 2012. Earlier this year, it would seem, none of us could afford to work pricey lingerie into our restricted budgets, so why exactly are the shopper watchers so convinced that we will all be so willing to splash the cash on pricey ‘panties’? (their word, not mine).
Of course Miranda Kerr looks outrageously amazing when she is strutting down the catwalk wearing the brand’s underwear and some kind of carnival-esque fairy wings, but the fact of the matter is, most people aren’t Miranda Kerr, and most people don’t wear headpieces and 8ft angel wings on a daily basis, and, most importantly, we are all still skint.
It would seem that the ‘inevitable’ success of the London stores can be accredited to the fact that the ‘Victoria’s Secret’ brand speaks a lot louder than it’s products do, and that we British love a well branded product. We love fashion, and we love being part of something exciting. And if you’ll excuse the wild accusation, the nation’s apparent love of 50 shades of grey may well have led to anticipated underwear revolution…