In college, there was a project where we had to profile companies. A girl did VS:
Back in the day, part of the courting process involved a man buying undergarments for a woman, but it wasn’t good for a man to be seen buying said items.
By making a store that catered specifically to this, you didn’t have to worry about who saw you in the store, b/c they were also in said store!
The secret is that you are in there shopping for naughty tidbits.