Latest News

Winnipeg Free Press - ONLINE EDITION

Winnipeggers get in on the Secret

Few hundred shoppers line up for lingerie store opening

By: Geoff Kirbyson

Posted: 11/1/2012 10:16 AM | Comments: 0 | Last Modified: 11/1/2012 12:03 PM | Updates

People lined up outside the new Victoria’s Secret store in Polo Park, awaiting the grand opening at 10 a.m. today. (SUBMITTED BY TWITTER MEMBER: @WELIASLO)

It’s not often Winnipeggers get so excited about underwear.

About 200 people lined up outside the new Victoria’s Secret store in Polo Park, awaiting the grand opening at 10 a.m. today.

Most of the people in line were women, but there were a few men eager for the store to open. And it’s men who are of special interest for the iconic lingerie retailer, which is hoping to put an end to the secret society where men look both ways before ducking their heads and sneaking in to buy a matching bra and thong for the lady in their lives.

The international retailing giant christened its first Winnipeg location just in time for the Christmas rush. The more than 9,500-square-foot location has a large welcoming entrance and well-displayed intimates of all kinds. A first-time who doesn’t know where to start? No worries. The stores typically have greeters to welcome customers and point them in the right direction.

This comfortable environment is the brainchild of founder Roy Raymond, who felt embarrassed buying lingerie for his wife in a department store back in the 1970s.

Robert Warren, a local marketing expert, said unlike many of its competitors, Victoria’s Secret is "man-friendly."

"It has taken the stigma away from going into a lingerie store for men," he said.

Some of the top differentiators at Victoria’s Secret, Warren said, are customer-friendly displays which make it easier to see the products and understand the sizing.

"You’re not rummaging through hampers. In lots of other stores, (the garments) are not full-up on display. It makes it seem as if it’s a naughty product," he said.

"Victoria’s Secret will make men feel less uncomfortable when walking in and not knowing the difference between a bra and a camisole or whether their wives wear a full-cup or a demi-cup."

The fact that many of its products come in bright, vibrant colours – not in beige and white – also put men more at ease because it won’t have them thinking they’re looking at an old Eaton’s catalogue, Warren said.

Perhaps an understated point is that Victoria’s Secret also carries lingerie that women really want to wear, Warren said.

"Typically when men think about going into a lingerie store, they end up going to some really racy place and buying things their wives would never wear in a million years," he said.

John Archer, senior consultant at J.C. Williams Group, a Toronto-based retail consulting firm, said consumers should brace themselves for some serious line-ups if the store is as popular in Winnipeg as it is in other centres.

"Definitely, there’s a bit of sex there, for sure," he said.

Victoria’s Secret also excels in marketing their latest lines through their annual fashion shows and they also have a significant online presence through social media, he said.

In fact, Victoria’s Secret locations are destination locations as far away as the Middle East.

"They’re not even allowed to sell the products they’re best known for there (due to religious customs)," he said.

geoff.kirbyson@freepress.mb.ca

History

Updated on Thursday, November 1, 2012 at 12:03 PM CDT: Picture added

Fact Check

Have you found an error, or know of something we’ve missed in one of our stories? Please use the form below and let us know.

* Required

In which story did you find the error? *
Please post the headline of the story or the title of the video with the error.
What was the error? *
Please post exactly what was wrong with the story.
What should we have written?
Please indicate your source for the correct information.
Who else should we interview to improve this story?
Please include any contact information you may have.
Can we contact you in the future for advice on stories about this topic?
Yes

No
First Name: *
Last Name: *
E–mail Address: *
This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.
Phone: *
This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.
Colour:
Are you blue? If you can see this, leave it blank and get some CSS support.
Enter the words that you see: * This is to prevent our forms from being filled out automatically.
You have failed to correctly identify the words in the box above. Please try again.

More Latest News

Undock

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is register and/or login and you can join the conversation and give your feedback.

Have Your Say

New to commenting? Check out our Frequently Asked Questions.

The Winnipeg Free Press does not necessarily endorse any of the views posted. By submitting your comment, you agree to our Terms and Conditions. These terms were revised effective April 16, 2010.