Victoria’s Secret (the largest American retailer of women’s bras and lingerie) holds an annual fashion show, Victoria’s Secret Fashion Show. Actually, it is not just a fashion show for now but an annual visual feast.
The first Victoria’s Secret fashion show started in 1995 and now I can say Victoria’s Secret is the king (or I should say queen) of the content. Before the fashion show began, the updates of all social media platforms like Facebook had been filled with photos, GIFs and videos of models (angels) and forecasting articles of Victoria’s Secret.
But the social media promotion before the fashion show is not the crucial marketing strategy. I will introduce 3 ways make Victoria’s Secret great.
Let’s watch part of the show first:
Angels are always the most attractive part of the whole fashion show annually. Every year, Victoria’s Secret will select and train angels as its official models. And most of these angels become supermodels after they stood on the stage of the fashion show such as Adriana Lima, Alessandra Ambrosio, and Lily Aldridge.
Each angel has an angel face and is in a good shape. They do workout and control diet for a long time and make themselves a role model to common women. In this way, when female customers are watching the show, they will virtually put themselves into the show and try to play the role as one of the angels so that link the products to the charming shape. Moreover, male audiences hope their girlfriends or wives can be angels after they put on lingeries.
Forbes puts together a list of the highest-paid models in the world this fall and, as the return of these efforts, “estimates that 5 of the 47 models, including Gigi Hadid, in the show take home a combined $28.5 million pretax from all the gigs. Adriana Lima is estimated to earn $9 million this year. Martha Hunt is estimated to earn $2 million, Kendall Jenner at $4 million, and Hadid at $2.5 million.” (http://www.racked.com/2015/11/10/9707436/victorias-secret-angel-pay-contract)
Wings are not only the consideration of aesthetics but also a way to centralize the eyesight of audiences to the lingerie. Also, putting on the wings is a symbol to indicate the status of angels because, for example, only 8 of 47 angels had the authority to put on wings at Victoria’s Secret Fashion Show 2014.
Photo from http://www.centrechina.com/ganhuo/56189.html
The Victoria’s Secret Fashion Show cannot seriously be categorized as a fashion show, but an entertainment event. In this way, it is not doubtable that the company always follows the hot tendency and invites popular musicians to perform during the runway show every year. Last year, they invited Rihanna, and this year, they invited Lady Gaga. The marketing/PR team of Victoria’s Secret clearly understands how to attract attention from the target market.