THE VS MARKETING SHOW: 2017 EDITION
To all the girls reading: let’s deal together with this moment of the year. The Victoria’s Secret Fashion Show –airing yesterday night, November 28- is back, and our well-known sexiest/amazing/fittest supermodels figuring in it are ready to make us feel guilty for that extra piece of cake. We aren’t the only envious ones: strategically set in between Black-Friday and theholiday season, the unique –even quirky– VS Fashion Show yearly boosts the company’s sales,disadvantaging all the others traditional lingerie brands. The 2017 edition is full of firsts: in addition to a sassy collaboration with Balmain, the show is leaving for the very first time the West, settling in Shanghai. But would the VS established marketing strategy fit in the conservative Asian market as well?
ROAD TO THE RUNWAY: HOW VS EXPLOITS SOCIAL POTENTIAL
The VS fashion show is that event that happens once, but everyone talks about for all the year. This result is achieved by its extraordinary marketing ability to exploit several social channels. On Youtube, women –the main target customers- can either learn how to “work out like an Angel” or go behind the scenes of the selection process. The “Angels” themselves play a big role in the advertising campaign: they are everything their million –female- followers want to be, so the promotion of the brand on their personal social media accounts is nothing but successful. “They see these models on Instagram” and they will come “into their buying power” said Aldenton, digital director at WGSN. And by pricing as low as “five pairs of underwear for less than 30$”, it’s an “attainable category”.
IS IT MOVING TO SHANGAI ANOTHER STRATEGIC MOVE?
Well, obviously yes. By flying to Shanghai, the World’s sexiest brand is trying to take advantage of the fragmented Asian lingerie market. But that’s exactly the first big challenge VS will now face: Chinese are more looking into the “comfortable” element rather than the “sexy” one. To deal with this, this year –putting less emphasis on the historical “Instagirls”- VS has introduced more fresh Asian faces, hoping to inspire the new potential audience and persuade a change in their consumer behaviour. Despite being the most famous western social blocked in China, this threat doesn’t seem to worry the digital king exploiter, since the VS Fashion Show will still be discussed on Chinese platforms like WeChat and Weibo.
#VSxBALMAIN: AN ALREADY ESTABLISHED PRACTICE
Besides the totally innovative carnival runway, the collaboration with Balmain –who designed some costumed bras for the Show, and will launch a capsule collection the day after it- lacks uniqueness. As a matter of fact, it can be interpreted in the wake of previous partnership between Bershka and other luxury brands such as Kenzo, Versace, and Balmain itself. The aim is always the same: insisting on impulsive purchasing due to the more accesible prices.
Are you ready to head straight to VS stores?
Written by: Priscilla Greggio