Pella Chronicle

Community News Network

November 13, 2012

Runway show the key to Victoria's Secret success

NEW YORK — Victoria's Secret is thriving using a marketing strategy that seems more from the era of "Mad Men" than Twitter.

While other big brand retailers try to hone their social media skills, the intimate-apparel chain is creating excitement with a network TV holiday fashion show featuring young women strutting down a runway in Swarovski crystal-decorated lingerie and six-inch heels.

The show, in its second decade, is the cornerstone of an efficient marketing machine. Last year, the special received its highest rating since at least 2002, with 11.5 million viewers, mostly women. Sales have risen 7 percent in the past three quarters to $4.33 billion after posting a record $6.1 billion in revenue for the year through Jan. 28. It's the biggest of Columbus, Ohio-based Limited's brands, followed by Bath & Body Works.

The TV show is "essentially an hour-long commercial, and really, that is unheard of," Erika Maschmeyer, an analyst at Robert W. Baird & Co., said in an interview. "There are a lot of places to buy intimate apparel, but there's no other place that has such a strong brand connotation to it, and I think the fashion show is definitely a part of that."

The marketing approach is in sharp contrast to industry trends. Retailers, which may see online sales grow to 16 percent of $586 billion in revenue this holiday season, have increased digital efforts at the expense of more traditional advertising. Gap Inc., the biggest U.S. specialty apparel retailer, has added to social media and moved away from television and print ads. Department-store company J.C. Penney exited its catalog business last year.

Viewers can't buy much of what the models wear in the Victoria's Secret's show aside from bras and panties. Elaborate costumes range across themes such as "Circus," "Calendar Girls" and "Silver Screen Angels." Jeweled silk corsets, feather bustiers and wings of all types were styled around the underwear to create the lingerie-clad version of a tiger in one walk to a Native American chief in another.

Text Only
Community News Network
Features
Facebook
AP Video
Ariz. Inmate Dies 2 Hours After Execution Began Crash Kills Teen Pilot Seeking World Record LeBron James Sends Apology Treat to Neighbors Raw: Funeral for Man Who Died in NYPD Custody Migrants Back in Honduras After US Deports Israeli American Reservist Torn Over Return Raw: ISS Cargo Ship Launches in Kazakhstan Six Indicted in StubHub Hacking Scheme Former NTSB Official: FAA Ban 'prudent' EPA Gets Hip With Kardashian Tweet Bodies of MH17 Victims Arrive in the Netherlands Biden Decries Voting Restrictions in NAACP Talk Broncos Owner Steps Down Due to Alzheimer's US, UN Push Shuttle Diplomacy in Mideast Trump: DC Hotel Will Be Among World's Best Plane Crashes in Taiwan, Dozens Feared Dead Republicans Hold a Hearing on IRS Lost Emails Raw: Mourners Gather As MH17 Bodies Transported Robot Parking Valet Creates Stress-free Travel Raw: Fight Breaks Out in Ukraine Parliament
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Obituaries