Victoria's Secret designs its lingerie specialty stores to arouse feelings of warmth, romance and passion. The smells of fragrances and potpourri sachets permeate the store's environment. Romantic music by the London Symphony plays softly in the background. Classic furniture like handcrafted armoires, glass curio cabinets and carved chairs display and complement the elegant gowns, robes, pajamas and satin lingerie that are the store's main product lines. A Victoria's Secret specialty store is designed to:

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The design of Victoria's Secret stores is intended to create a warm, romantic, and passionate atmosphere with fragrances, music, and elegant furniture. This ambiance is meant to increase positive moods and emotions in customers, making them feel more comfortable and potentially more likely to make purchases.

Victoria's Secret Designs Its Lingerie Specialty Stores to Arouse Feelings