Fashion Show: The Fashion Economy Behind The Secret Of Vitoria

< p > a TV broadcast lasting 1 hours. The program cost more than 12 million dollars. Rihanna, Jay Z, Katy Perry, Kanye West and other superstars appeared on the stage, accompanied by 180 countries and 1 billion viewers. This is not a Grammy Award, but a show of underwear.

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< p > from the 90s of last century, the annual "Victoria secret Secret Fashion Show" of Vitoria, which has lasted for 18 years, has drawn a luxurious spring dream of Las Vegas style: the best girl, the most beautiful hips, the most beautiful scenes, the most frightening accessories, the most attractive underwear, the most popular band, and the above ten million dollar diamond underwear chock (this year, Candice Swanepoel wearing 4200 jewels inlaid, and the 52 52 carat rubies on the stage).

Everything has nothing to do with it, it has been divorced from a fashion show category, it is more like a "a href=" http://www.91se91.com/news/list.aspx "ClassID=101112107105" > underwear < /a > to deduce the climax.

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Among the audience who watched this show, P was not a majority of the consumers, which is a special case in the fashion industry.

A male friend of mine once watched fashion show video and said, "what's so good about fashion shows? I really don't understand why women can stare at these clothes for so long. It's not interesting at all."

However, the "secret of Vitoria" is just the opposite. Men enjoy watching an hour long show with their girlfriends and comment on the figure of the "angels". In the forum dominated by male users, the high-definition Atlas of "Vitoria's Secret" is labeled as hot tie; "Wei Ming angel" has become another goddess of otaku besides "Cang teacher" and "Sports Illustrated Swimsuit girl".

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< p > the sexy economy < /p > behind the secret of Vitoria.

< p > in these high-profile "show off sex", the package is "Vitoria secret" half a year's net sales of $4 billion 784 million ambition.

According to statistics, the "secret of Vitoria" sells 600 underwear per minute, and 50% of the bra products used by women under 30 years of age in the United States are "Vitoria's Secret".

How did it do it? < /p >

< p > < strong > 1, let the man pay the bill < /strong > < /p >

< p > like Suzy, "the secret of Vitoria gives customers sexy, charming and fashionable, or there will be some romance."

This is the brand positioning of the company's president, Grace Nichols, to the "secret of Vitoria".

In fact, unlike other lingerie brands, the secret of Vitoria never wants to make money on women.

In 1977, Roy Raymond, who graduated from Standford School of economics, founded the secret of Vitoria because he felt embarrassed to buy underwear for his wife in public.

The secret of Vitoria, in the early days, provided men with underwear for wives and lovers in the form of mail order manuals. Now these brochures have been printed to 500 million copies per year.

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< p > strong > 2, proud of those who can plug in. < /strong > /p >

< p > the comfort that is widely mentioned in underwear sales is not the selling point of "the secret of Vitoria".

The "Vitoria secret" PINK series bra size is only 32AA-36D, which is "no" for overweight people.

In the eyes of young girls, "it's the only size and body to hide oneself into the secret of Vitoria."

The slender figure of the underwear show even made many women feel anxious about their figure, but sales of the Pink series never stopped growing.

She used powerful advertising campaigns and event marketing to make women proud of wearing "Vitoria's secret underwear" as a fashion symbol and wearing "a href=" http://www.91se91.com/news/list.aspx ClassID=101112107107 "Vitoria's Secret" /a "underwear.

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< p > when an ordinary female consumer is wearing a "Vitoria secret" underwear and can feel that she is as beautiful as a model, then the "secret of Vitoria" has left many competing products behind.

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< p > < strong > 3, sexuality is the first productive force < /strong > < /p >

< p > sex appeal has always been the selling point of "the secret of Vitoria". It earned enough money on this.

Every secret of "Vitoria secret" will not deviate from its sexy positioning: the color of underwear, the pink boudoir atmosphere, the fine size, the perfect spokesperson.

More than $60 million a year is devoted to the definition of "sexy".

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< p > the most interesting thing is that in the first half of this year, the "Vitoria secret" sub PINK advertisement was stopped because of the "bad suggestion of guiding girls' sexy". But the scandal has made this series sell. In order to cooperate with the spring break in the United States, PINK has launched the product line of "Bright Young Things" slogan, and provided underwear with "Call Me", "Kiss Me" and "Wild", which has aroused strong dissatisfaction among the American parents, and believes that the series will teach their children to make them think they must be sexy.

These parents have launched a request for "Vitoria secret" to remove the products and advertisements of "Bright Young Things" on social media Facebook.

"The secret of Vitoria" lost to parents in this campaign, but it won the attention and sales volume. The "secret of Vitoria" sales in March increased by 2% over the same period last year.

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< p > < strong > 4, "angel" and event marketing < /strong > /p >

In the secret years of Vitoria P, it has greatly improved its brand influence through event marketing.

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< p > 1999, "super bowl" professional rugby game at half-time, "Vitoria's Secret" 26 models will take the runway as T show, and that day's webcast immediately attracted 1 million 500 thousand people to watch online, overloaded network traffic and even affect the live broadcast.

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From 1995, there will be a night at the end of each year. Men can enjoy the beautiful supermodels with their mouths. Women can also see the latest underwear products. The underwear show has become the secret machine of Vitoria's secret design and effective operation.

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After P 2002, Vitoria's Secret annual underwear show will be exclusively co operated with the CBS Broadcasting Company of the United States. It will be broadcast in 180 countries and will be broadcast live on Facebook and Youtube.

With the annual event marketing, "the secret of Vitoria" has at least 1 billion spectators worldwide.

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< p > > the secret of Vitoria "every year for 1 hours of gorgeous performance, the most eye-catching is" the Secret Angel of Vitoria ".

The models that can be promoted to the T show are the top selection personages in the world, and the "secret of Vitoria" work represents the peak of the model industry.

More and more models will appear on the "secret Vitoria" underwear show as the most sensible investment, which means they will become the most profitable faces.

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< p > 2013, < a href= "http://www.91se91.com/ > > Forbes < /a > released the model annual income list. It used to be the" Gisele angel "Gisele B B ndchen ranked first in the list of 42 million dollars, and won the championship for seven consecutive years, and one person earned more than the other 9 people.

8 of the top 10 of the list have been "Secret Angels in Vitoria".

American supermodels Adrianna Lima, Heidi Klum, Miranda Kerr and Tyra Banks are all top models from Vitoria's secret.

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< p > < strong > 5, civilian price < /strong > /p >

< p > the "secret of Vitoria", though it has launched $10 million luxury underwear in the show, it is not as high as people imagine.

Under the luxurious dream it creates, it is a cheap underwear with a retail price of 50 to 70 dollars, and the average price of its hot line PINK series is 30 dollars.

One style has a variety of colors, and dozens of colors are available.

In the past 18 years, it has grown into the largest female underwear retailer in North America.

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