But, seriously, the Victoria’s Secret Fashion show is one of
the largest internationally televised events. It is bigger than the Super bowl!
And, it targets a larger audience also. The show itself was featured in London
this year, and presented 47 models from all around the globe. Men drool over
these angels and women just wish that they could be them. For this reason,
other than children, the VS Fashion Show annually targets men and women of many
varieties of market segments from over 200 countries around the world. Not only
do people watch the show from the comfort of their own living rooms, but there
are people also in the actual audience of the performance. Tickets go for roughly
$15,000 a SEAT! Do you know what I could do with that kind of money as a
college student?!
Speaking of price, although the pieces that the women model
aren’t given a price, it is for very good reason. The infamous Dream Angels
Fantasy Bras are being sold for 2 million dollars. That’s $2,000,000 American
dollars! Some woman somewhere in this world will be very happy on Christmas
morning that is for sure.
What is interesting about the promotion Victoria’s Secret
uses is that it isn’t just all on the runway. During commercial breaks, along
with sponsors who probably paid a hefty fee to get air time
during the show, VS
showed some of their own commercials to promote product. One was a longer
advertisement for all of the bras featured in the show with a distinct holiday
theme, and the other was a shorter commercial featuring the new VS Fragrance
out for the holiday season. Not only did they do these during the performance,
Victoria’s Secret models arrived the day before the show in London and posed and
signed autographs outside the London store, promoting it through the publicity.
VS used the show itself, the advertisements, and direct marketing with the
models in their promotional mix in order to appeal to the masses of people
watching the event. Below is the commercial promoting their new fragrance, Heavenly.
The 2013 VS Fashion Show drew in 9.71 million viewers and a
rating of 3.4 among key 18-to-49-year-olds. The ratings for this year will be
out soon, so keep on the lookout! I found the Fashion Show a fitting way to
reflect on this year of marketing because it is literally a fashion show
marketing each of the fundamental 4 P’s Product, Place, Promotion, and Price
while gorgeous women flaunt what their mothers gave them out on the runway.
I learned a lot more in this class that I wasn’t able to
include in this reflection, but take a peek at my other posts to learn all the
ins and outs of the marketing world! Check out http://rileystefano.blogspot.com
