Victoria’s Secret Fashion Show
As I’m sure many of you are aware, the 19th annual Victoria’s Secret Fashion Show aired on Tuesday, December 9th.. The iconic brand has been around since the late 1970s and has grown into one of the most interesting/engaging/American fashion brands in our history.
What started out as a retail store for men to buy lingerie for their significant others and not feel judged by the traditional, older women working in department stores, exploded into a mega-million-dollar, publicly traded company that makes up a third of the female unmentionables market. At the time of the store’s initial inception in 1977, the market for women’s undergarments and sleepwear held positions at two very opposite ends of the spectrum — there were the frumpy floral nightgowns and packs of Fruit of the Loom briefs, and then there were varieties of Frederick’s of Hollywood porn-staresque lingerie positioned near feather boas and heels. Roy and wife Gaye Raymond created the middle-man who is now the beloved Victoria’s Secret — fashion-forward, fun, colorful, lingerie that makes a woman feel beautiful and sexy without feeling raunchy. The company took many twists and turns over the past 37 years, nevertheless it has thrived.
What has driven this success? Well, of course careful implementation of strategies, but a major push came from excellent marketing tactics. Victoria’s Secret strives to know their market and has evolved with them over the years as acceptance of their place within the industry grew from niche to mainstream. Marketing took the company from simply being a lingerie store to a fashion mogul. The first VS Fashion Show took place in NYC in 1995 and will celebrate their 20th show in 2015. It’s not often, or even really heard of for that matter, for a retail store to host their own live/televised promotional event of this caliber. VS really knows how to celebrate their brand and share their passion with the world. First-class brand positioning at its finest.