Victoria’s Secret Fashion Show: Sexy and Magical Marketing
Mar 5th, 2013 by Tiffany Lo
Yesterday, I was studying in Birmingham with my friend when I noticed that he was intently watching his screen like no other. Intrigued by how focused he was, I peered over to see what he was studying…which turned out to be YouTube videos of the 2012 Victoria’s Secret Fashion Show. My first thought was how absurd he was for repeatedly watching this fashion show a good three months after it was broadcasted on television. My second thought was a realization of how strong and irresistible Victoria’s Secret marketing must be in order to tattoo their brand in the minds of people like my friend!
The Victoria’s Secret Fashion Show, aired in more than 90 countries on December 4 last year, is seriously the talk of the town. Here’s why:
- It appeals to both genders. While women watch this fashion show to see the world’s largest lingerie retailer’s trends of the year, men watch it to see the most high-profile supermodels walk the runway. Furthermore, the VS Fashion Show always features the top entertainers in the music industry, with celebrities like Justin Bieber and Rihanna. Online sales increase substantially around the time of the fashion show, and it is great timing as well – women can spoil themselves with their paychecks, and men can buy VS lingerie for their other half during the upcoming holiday season.
- Victoria’s Secret Angels. The supermodels that Victoria’s Secret hires to be part of the fashion show are nothing but the best, and this show is known to be the gateway for models to launch their career in success. Who doesn’t want to see which lovely ladies will be the biggest fashion icons of the year?
- Unique Themes and Costumes. Part of why the VS Fashion Show is so captivating is the amount of beauty and originality that goes into everything. 2012 had 6 themes: Circus, Dangerous Liaisons, Pink Is Us, Silver Screen Angels, Angels in Bloom and Calendar Girls (one costume for every month of the year). The Angel’s all wear “angel wings” at some point in the show too – it’s part of the tradition. The company piques on the consumers’ curiosities so well – although the public won’t get to see the lingerie designs until the actual show, rest assured that it will be sexy and glamorous (like the $2.5 million Fantasy Treasure Bra).
Source: http://raventools.com/blog/6-content-marketing-lessons-from-victorias-secret-fashion-show/