Analysis Of Trade Secrets Behind The Show

The pictures are BellaHadid, KendallJenner and GigiHadid.

According to the world clothing shoes and hats net, annual

Victoria'sSecret'sFashionShow has been broadcast on CBS as usual, but ratings have dropped to a new low. The ratings for the 18-49 year old are 2.1, down from 2.3 last year, the lowest ratings ever seen, while the ratings of last year's show had dropped 32% compared with 2014.

There were 6 million 650 thousand people watching the show this year, slightly higher than last year's 6 million 600 thousand.

Despite the poor ratings, the show is expensive, with a budget of around $20 million, which is the most expensive.

One of the shows is that in general, the fashion show budget is between 200 thousand -100 dollars.

Where did this big sum of money go?

Venue cost: The Grand Palace, Paris (GrandPalais), which is the place where Chanel's fashion show is held every year by KarlLagerfeld.

Manpower cost: the attendance fee of 51 models, as well as air tickets and accommodation fees.

FantasyBra cost: the FantasyBra of this year's show is designed by jewelry designer EddieBorgo, worth 3 million US dollars.

Costumes and props costs: among them, the LilyDonaldson's wing is said to have more than 2500 jewels, the most flashing pair of 43 pairs of wings.

The cost of performance guests: the performance guests of this show were LadyGaga, BrunoMars and TheWeeknd.

(from left to right: BrunoMars, LadyGaga, TheWeeknd)

Today, Wei has become the Empire of underwear. According to IBISWorld statistics, Wei occupies 35% of the market share of underwear industry.

And what is the role of the massive show every year?

We all know that Wei Ming is a well planned marketing, but it is still a hundred percent.

In 1982, LimitedBrands bought the secret from the founder of RoyRaymund, which has become a LimitedBrands subsidiary since then.

In 1993, it became a national brand of underwear and pajamas in the United States, but RoyRaymund went to Golden Gate Bridge to commit suicide because of bankruptcy.

In August 1, 1995, the first secret show was held at PlazaHotel in New York, but at that time it was a budget of only $120 thousand.

Published, can not be compared with today's secret show.

EdRazek, executive producer of the show and LimitedBrandsCMO, the chief marketing officer, said later, "frankly speaking, I think the first secret show was a failure from an aesthetic point of view. At that time, we didn't know what we were doing until the second day the world's paper was called" century underwear show ".

(1996 secret show)

The preservation of the show finally became the topic of conversation.

Unlike today's secret show, the old models wore cotton underwear and silk robes. They had no diamond underwear, no fancy costumes, and no sign of angel's wing.

ClaudiaSchiffer put on a million dollar FantasyBra for the first time in the 1996 show.

In 1997, a product line named "Angels (angel)" was launched. In the product advertisement, top models wore wings to show underwear. This is the first concept of Wei's wing.

The Angels advertisement was so successful that it decided to add its wings to the secret show.

(1997 "Angels" advertisement)

In 1998, the wing was first unveiled in the "Wei Ming" show, and its wings became a traditional project of the Wei Ming show, and designers spent less on their wings than underwear.

Gradually, the style of Wei's wings has become more and more complex, and has been given more meaningful meanings.

Every year, only 1/3's Wei Wei model has the opportunity to wear Wei Wei's wings. Wei Wei's wings become a symbol of model honor, and even lead to "wingenvy" among models.

For example, China's model ho Sui, who was in the fifth year of the "Wei Ming show" (2015), was the first time to wear the winged wings. Even ho Sui fans and Rong Yan did not need to use "invisible wings" as an idol to cheer up.

(wing)

Another tradition of the show is the annual FantasyBra, FantasyBra is carefully designed, full of precious stones, and valuable.

Only one FantasyBra per year is seen by the angels who wear it to the best performing last year.

So what do we think about the achievements of the angels? "They must try to sell underwear.

"We have a catalogue, we know which Angel wears which underwear, and every model's underwear sells well. We have a good idea," said NigelBarker, a photographer who is invited to the show every year.

(FantasyBra)

The first secret show in 1995 was held in August. In the following years, the date of the event became Valentine's day. But from 2001 onwards, the secret show was held in November for a Christmas shopping season a month later.

In the final analysis, the hour's show is a month long marketing campaign.

The marketing effect of the show came from the second ten years of the show. It not only attracted the audience but also created the myth of sale. The underwear market of the United States was controlled by ten.

Analyst ErikaMaschmeyer once said, "underwear and pajamas can be sold anywhere, but no one has given the brand a strong connotation like this.

{page_break}

The show is pretty, not because of the angels.

Unlike other consumer brands, it does not invite celebrities to speak.

The former director of brand strategy and planning said that "Wei has never chosen a famous model as an angel because its brand is more powerful."

EdRazek also revealed in an interview that he had to reject many well-known models for the application of angel angels almost every month.

EdRazek is not only an executive producer of the secret show, but also controls the departure and retention of "angels". To a certain extent, he is playing the role of God.

What are the angels of heaven? There are two kinds of angels for "Wei Ming". They are angels and non angels. Angels need to sign an "angel" contract with Wei. They have different responsibilities from "non angel" models. KendallJenner and GigiHadid are all non contract models.

MirandaKerr (Miranda Kerr), a former virgin, once revealed that "(Wei Ming) works at least 3 months a year."

Other people have also mentioned that angels should work at least 50 days a year, including their full range of products, from underwear to beauty products, and advertising.

Instead of signing angels, they only need to attend some of the press releases and fashion shows.

Whether it's a secret angel or a "non angel" model, they have the opportunity to wear their winged wings. KendallJenner, who has only been two times for the show, has got the "Wei" wing this year.

(KendallJenner)

A model that wants to be an angel of the sky needs to be 18 years old and has a feminine healthy posture. The ideal height is about 5 feet 9 (about 182cm), waist circumference 24 inches, body fat not more than 18%.

It is said that CandiceSwanepoel is cancelled because it is difficult to maintain "healthy and muscular" stature.

The strong connection between body and angel contracts has made angels feel quite at risk. MirandaKerr said in an interview, "have you ever thought of" if my legs are thinner and my hair brighter will be happier ", if you have, you should see the girls who have the finest legs, brightest hair and the coolest clothes, but they are the most troubled women in the world.

(CandiceSwanepoel)

They are more like athletes than ordinary models. The body fat of ordinary women is between 21%-24%, while athletes are 14%-20%.

In order to achieve the system of athletes' level, they need self-regulated diet and adequate shaping training, and once they start, models will have to continue to live like this for many years.

Fortunately, however, the value of the models will rise after becoming a secret angel. In 2014, Forbes's most profitable model wealth list showed that only 5 of the 21 top models did not walk through the secret show or advertise for Victoria.

In the past few years, a lot of Big Secret Angels have released their contracts with Wei. "The previous contract money is not only that much," an insider revealed. "Before the angels like AlessandraAmbrosio, the contract money is millions of dollars, and now only 100 thousand dollars."

The reason for the decrease in Angel salaries is mainly that the number of angels has increased. In the past there were only 4-8 angels, and now the number has increased to more than ten.

However, another person familiar with the matter also revealed that the annual contract money of the angel is $5 million, and the non contract model has paid at least $10 thousand per show.

(AlessandraAmbrosio)

In fact, in addition to contract money, it is more important that models can enhance their popularity through angel identity and make themselves more commercial.

SaraSampaio revealed that after becoming a secret angel, her social media fans will be recognized by the big leap forward even in the street.

Wei is also very good at amplifying the value beyond the angel Show.

In order to balance the image of the "non human" of the angel, the advertisement will also follow the affinity route, which makes the consumers feel that the angels are not so far away from each other, thus promoting the consumers to buy the secret underwear.

AlessandraAmbrosio has shown images of his mother and wife in his commercials for Wei Ming, narrowing the distance between himself and the consumer. The advertisement also helped to sell more underwear.

(AlessandraAmbrosio's Secret advertising)

Every girl is eager to be an angel of heaven, but in fact, it is almost impossible to be "perfect" as an angel.

Therefore, the balance between sexy and intimacy is one of the factors of its marketing success.

The audience of 2/3 is female, and 98% of the consumers are women. Therefore, the main criteria chosen by the angels are girls rather than men.

EdRazek once said that the secret show would not let the angel make a hint of pornography and provocation, so as not to dislike women.

{page_break}

The spread way of the secret show

The show has been broadcast on TV since 2001. It was first broadcast on ABC television. Since 2002, CBS has been playing the right to play the "secret show" so far. In addition to 2004, Wei Ming canceled the show to become a national tour.

(in 2004, during the half bowl break of the "super bowl", JustinTimberlake split his partner JanetJackson's fur coat and exposed her chest with only a chest on her chest. The US FCC increased its scrutiny of television.

CBS pays royalties to about $1 million a year.

1 million dollars, CBS bought the 1 hour secret show - advertising.

This is also the key to becoming a marketing tool for the show, turning an advertisement into a performance that attracts millions of viewers.

In addition, it will also find several vendors to sponsor the show, such as SWAROVSKI, Fuji film, etc. it seems that every casual exposure is made by the manufacturer for money and silver.

(Fuji's Polaroid at the scene of the show)

But all along, the show has been broadcast on television and the Internet in the form of video recording. Razek believes that this can maintain production standards and reduce risks.

Whether or not live broadcasting does not hamper the influence of the show, Razek said: "the impact of the secret show on sales is immediate.

That night you can see a lot of media coverage of the show. After the broadcast of the secret show, the number of visitors to the website will increase.

What's more important than the rise in sales is the fact that the "secret show" has continued to expose the brand. People in the industry have said, "people will always remember" Wei Ming "in a lot of brands, and discuss celebrities, millions of bras and so on on the day of the show.

After that, you will often see the news of which baby angel is born again, and her birth weight loss will become a topic again.

It's not just a show, it's a PR machine that keeps making news.

In addition, it will use all marketing tools to boost the popularity of the secret show, including advertising, e-mail and social networking.

It is also known for its social networking skills such as Facebook, Twitter, Instagram and Snapchat.

Models in front of the show, the show and the show will be put on the official social media. Wei is very good at digging out stories outside the show. For example, the friendship between models, the life of angels, and so on, are in the hearts of girls.

In addition to using their own resources, Wei is also very good at introducing foreign aid - performing guests, watching show guests, black eyed peas, JustinTimberlake, KatyPerry, TaylorSwift, etc.

It will ensure that all elements of guests, music and so on must be the latest trend, just to catch the hearts of young girls.

The change of consumers' concept may be the biggest crisis of Wei Ming.

Sexy, accomplishments of Wei Ming, may also send the secret to the altar.

JeetendrSehdev, a professor at University of Southern California, thinks that brands like Abercrombie&Fitch and AF are dangerous. Girls may no longer pay for sex appeal.

Wei Mi should not play any more dazzling, such as "angel" and "FantasyBra". She should rethink what women need.

What do women need? AmericanEagle's underwear brand Aerie has carried out an exploration of "anti secret road", and the result is pretty good.

Unlike Vic, Aerie used various models to display underwear, fat and thin, but none of them resembles the sculpted body of the angel.

In pursuit of sex appeal, most of the products are made up of steel band supporting bra and more built-in padded bra to achieve the goal of assembling. Aerie is pursuing the natural effect. The products are mostly single layer bra without steel ring.

(Aerie advertising film)

In order to cater for Aerie's product positioning, its marketing strategy will be as natural as possible. Since 2014, Aerie has renounced the use of Photoshop in advertising films.

Aerie sales continued to rise after no repairs.

Aerie sales rose 32% in the first quarter of 2016, compared with 12% in the same period in 2015.

The brand expects sales to reach US $500 million in 2017, while next year's sales forecast is $7 billion 700 million.

As a matter of fact, consumers really rebounded for the most perfect request of "Wei".

In 2014, it launched a "PerfectBody" advertisement for the new bra. The advertisement immediately drew people's dissatisfaction, and tens of thousands signed the petition, demanding that it apologize and apologize for the incident.

The petitioners think that the advertisements of "PerfectBody" hurt ordinary women, making them unconfident and insecure, and advocating the concept of "perfect" has materialized women to a certain extent.

(Wei Ming "PerfectBody")

After that, Wei changed the word "THEPERFECTBODY" to "ABODYFOREVERYBODY", but the picture still used a sculpted model underwear show, which made a small concession to the public voice.

Another lingerie brand, DearKate, has also marketed a group of "PerfectBody" commercials.

(above: the ad changed by Wei: DearKate: advertising)

In addition, the size of the company has been criticized by many consumers.

The largest size of underwear is XL, which is equivalent to 16 yards of American yard.

By contrast, the size of the fashion industry is between the US Code 12-24 yards, and some vendors even provide the costumes of up to 28 yards.

In addition to the Aerie mentioned above, the sports brand Luluemon and CalvinKlein are the main competitors of the company.

It can only make the marketing strategy more radical to cope with the changes in the industry, and has launched a series of new thin bra and bra, hoping to cater for the public's pursuit of "nature" nowadays.

{page_break}

This trend of "nature" is also reflected in the "secret show". In 2015, MariaBorges went on a historic display of the unreconstructed mother's black head. Before it was put in place, the model's hair must be carefully constructed and fluffy.

In this year's show, Wei kept the change.

(MariaBorges)

In fact, the pformation of underwear manufacturers' marketing strategy directly reflects the change of thinking of the new generation of girls.

"What do the millennials and the next generation of girls think about? We really feel that they are more independent and stronger."

Aerie chairman JenniferFoyle said.

The new generation of women has a greater degree of self acceptance and more emphasis on natural beauty, and consumers begin to say "no" to women's beauty defined by Wei.

Now, it announces that it wants to enter China.

On this year's show, Liu Wen, He Sui, Xi Mengyao and Ju Xiaowen were on the stage to screen the major social networks in China. On the official Instagram, they also took a group photo of three of the models in the official Po, with the word "NiHao!".

Liu Wen started the Asian model in 2009. He was the first Asian model to get on the show. He joined the secret show in 2011. 4 of the 51 models are Chinese.

On the one hand, because of the fact that Wei should cater for the diversity of political correctness, on the other hand, it will soon enter the Chinese market.

In 2015, it opened dozens of "beauty and accessories" stores in China, but did not introduce the brand core product, underwear.

In April this year, LimitedBrands bought the Chinese business from agents and changed all stores to direct businesses.

At the same time, Mr. Wei also sent ArunBhardwaj, former director of Levi's Greater China, as head of Greater China.

In April 2017, the first flagship store in China will start in Shanghai.

The flagship store was originally located at LouisVuitton, opposite Herm sMaison. It can be seen that Wei hopes to be positioned as high-end consumer goods in China.

Unlike the fact that foreign brands in the Internet are wiped out in China, foreign fast moving brands will often have a huge impact on local brands when they enter China.

The sales volume of two high-end underwear brands AgentProvocateur and LaPerla entered China, and sales in 2015 increased by 42% compared with before, while the latter increased by about 30%.

And local admiration has to rethink the product and brand image.

According to the world clothing and shoe net, China's underwear market will reach US $25 billion next year, and the figure will reach US $33 billion by 2020.

MintelGroup, a consultancy, predicts that the size of the Chinese market can make a huge profit for the company, and even double its revenue in the next 5 years.

"Maybe one day we're going to run the Victoria show in Shanghai, we're an international brand," said LeslieH.Wexner, founder of LimitedBrands, a virgin mother company. "We have the most powerful brand building ability, even if you don't speak English, we also know how to do it."

More interesting reports, please pay attention to the world clothing shoes and hats net.