The lingerie brand of Victoria’s Secret has grown exponentially in the past 20 years of business. However, this growth has been strategically organized through creative marketing that holds Victoria’s Secret to be the leading lingerie company in the world. It did not come into the market by being the first lingerie brand introduced, or even the best quality in the market; the company thrives off of their marketing promotions. The most effective would be the ever popular Victoria’s Secret Fashion Show.

Victoria’s Secret Angel Miranda Kerr walks the runway during the 2012 Victoria’s Secret Fashion Show

Victoria’s Secret Fashion Show Trailer 2010

According to Erika Maschmeyer (as cited by Sapna Maheshwari of Chicago Tribune), the annual fashion show is practically, “an hourlong commercial, and really, that’s unheard of.” Along with the company’s numerous hot commercials, social media, and flyers, the build up to the fashion show reels in countless amounts of female viewers to desire the items the company has to offer. The brand’s products are desired intensely by female viewers, despite the fact that other than the bras and panties modelled in the show, the costumes cannot be bought. The brand additionally defines each of their models with the high title of a “Victoria’s Secret Angel,” with the memo of the models and their wings demonstrated in the fashion show. The sexiness that the models portray offer a manipulative illusion to Victoria’s Secret customers, that they too, with these products, can be like them.

Sources:

Maheshwari, Sapna. “The Marketing Secrets of Victoria’s Secret.” Chicago Tribune. N.p., 20 Nov. 2012. Web. 01 Oct. 2013. <http://articles.chicagotribune.com/2012-11-20/business/ct-biz-1120-bf-secret-marketing-20121120_1_victoria-s-secret-victoria-s-secret-s-fashion-show>.