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Promotional Analysis (Victoria's Secret Fashion Show)

Introduction

Victoria Secret is an American retailer of women's wear, beauty products, and lingerie. It is the largest segment of publicly traded limited brands with sales above five billion dollars. It is known for its annual fashion show, the Victoria's Secret Fashion Show, and for its catalogs, both which involved the top fashion models.

The company was started in San Francisco, California in 1977 but Tufts University and Stanford Graduate School of Business alumnus Roy Raymond. Roy's idea behind the start up was the feeling of embarrassment he felt when trying to purchase lingerie for his wife the department store scene (Denley, 2001).

In 1995, Victoria's Secret began holding the annual Victoria's Secret Fashion Show, which is broadcasted primetime on American television. The show is all about elaborate costumed lingerie, music, and a set design according to the different themes running within the show. The show attracts hundreds of celebrities and entertainers (Denley, 2001).

Discussion

Strength of Victoria's Secret's fashion

One of Victoria's Secret's fashion strengths is its very successful advertising strategy. In a business that sells an image and a lifestyle, advertising is crucial. Victoria's Secret spends $66 million each year on advertising, essentially defining beauty and packaging it for consumers. Thousands of newspaper ads, catalogues, and televised fashion shows convince women that buying Victoria's Secret products will boost their confidence and enhance their appeal. A Victoria's Secret product represents fun, romance, fantasy, desire and love all in one. As long as they don Victoria's Secret lingerie, women can be transformed like Cinderella from the ties of domestic life to one of the angels seen on the walkway (Victoria's secret, 2011).

Annual Fashion Show

The Victoria's Secret Fashion Show is a centerpiece for the brand's intricately designed and elegantly functioning advertising machine. With this event, Victoria's Secret reaches an audience of over 1 billion people, including news coverage. Televised annually, the Victoria's Secret Fashion Show Extravaganza has an exclusive contract with nationwide broadcasting station CBS. A symbiotic relationship exists between the two firms. Victoria's Secret obtains one hour of nationwide advertising, while CBS holds the exclusive right to one of the most popular programs on TV (Victoria's secret, 2011). For one full hour, beautiful supermodels parade about in Victoria's new-line of beautiful lingerie with chic special effects and music that heightens the fashion show to the level of a Broadway production. Women are persuaded that Victoria's Secret lingerie will win the enthusiasm they see plainly in their male colleagues.

Promotional Analysis

The $12 million Victoria's Secret Fashion Show is the key focus for the brand's advertising machine, used as a platform to promote and sell its goods in a high profile setting. This event is able to reach an audience of over 1 billion people, including news coverage. The brand also has nationwide retail presence and markets themselves through their store interiors. About 390 million copies of the Victoria's Secret catalogue are distributed in the United States free of charge full of intimate apparel, women's clothing, beauty products ...