The sexy economy behind a lingerie show

A one-hour TV recording and broadcasting cost more than 12 million U.S. dollars. Rihanna, Jay Z, Katy Perry, Kanye West and other superstars escorted to the stage. They were broadcast in 180 countries and reached 1 billion viewers. This is not a Grammy award. It's just an underwear catwalk.

Since the 1990s, Victoria's Secret Fashion Show, which has lasted for 18 years, has been used to draw a Las Vegas-style luxury springtime dream with extravagant scenes. : The best girl, the most beautiful buttocks, the most beautiful scenes, the most amazing accessories, the most attractive underwear, the most red band, and more than tens of millions of diamond underwear finale (in this year, Candice Swanepoel wore 4200 gems Inlaid, luxury lingerie with 52 carats of ruby ​​appeared on the stage.... Everything is utterly useless. It has fallen out of the category of a fashion show. It is more like an orgasm performed with underwear.

In viewing the audience of this show, women as consumers do not constitute a majority. This is a special case in the fashion industry. A male friend of the author once watched the fashion catwalk video and said: “What is good about the fashion show? I really don’t understand why women can stare at these clothes for so long. This is also boring.” But, “Victoria’s Secretly, on the contrary, the men enjoyed watching an hour-long catwalk with their girlfriend and commented on the catwalk's "angels". On the male user-dominated forum, the "Victoria's Secret" HD gallery was marked as Hot posts; "Williams Angels" became another kind of male and female gods besides "Cang teacher" and "Sports Illustrated swimsuit girl".

The sexy economy behind "Victoria's Secret" in these high-profile "sexy shows" is wrapped in the "Victoria's Secret" half-year net sales of $4.784 billion in ambition. According to statistics, "Victoria's Secret" sells 600 pieces of underwear per minute. Among the bras used by women under 30 in the United States, 50% of products are "Victoria's Secret." How does it do it?

1. Make men pay as Suzy “Victoria’s secrets are sexy, charismatic and fashionable, or there will be some romance.” This is the position of the company’s president, Grace Nichols, to “Victoria’s Secret” brand positioning. In fact, unlike other underwear brands, "Victoria's Secret" has never only wanted to make money for women. In 1977, when Roy Raymond graduated from the Stanford School of Economics to create the "Victoria's Secret," it was because he felt that it was embarrassing to buy underwear for his wife. The "Victoria's Secret" was in the earliest era of mail order manuals to provide men with underwear for their wives and lovers. Now the volume of these mail order manuals has reached 500 million copies per year.

2. Pride for those who can be stuffed in. The “comfort” that is widely mentioned in underwear sales is not a selling point for “Victoria’s secret”. The "Victoria's Secret" PINK series bodice size is only 32AA-36D, this size says "no" to "overweight". From the young girl's point of view: “Only the secret of putting myself in Victoria is the ideal size and size.” And the slender figure on the underwear show makes many women feel anxious about their body, but the Pink series The sales have never stopped growing. She uses powerful advertising campaigns and event marketing to make women proud to wear “Victoria’s secret” underwear as a fashion symbol and wear “Victoria’s secret” underwear.

When an ordinary female consumer wears "Victoria's Secret" underwear and feels that she is as beautiful as a model, then "Victoria's Secret" has left numerous competing products behind her.

3, sexy is the first productivity "Sexy" has always been the selling point of the "Victoria's Secret", it makes money on this. "Victoria's Secret" does not deviate from its sexy position in every move: the color of the underwear, the pink "house" atmosphere of the store, the slim size, and the perfect spokesperson. Advertising spending of more than $60 million a year is only an interpretation of the definition of “sexy”.

The most interesting thing is that during the first half of this year, the "Victoria's Secret" deputy PINK advertisement was halted because of "a bad suggestion to instruct the girl to be sexy," but the scandal actually made this series big sale: in order to cooperate with the American Spring Break, PINK launched a product line featuring "Bright Young Things" slogans. It provided undergarments with the words "Call Me," "Kiss Me," and "Wild," which caused strong dissatisfaction among parents in the United States that the series would teach them bad. Children, so that they think they must be sexy. These parents initiated a request for "Victoria's Secret" to remove "Bright Young Things" products and advertisements on social media Facebook. The "Victoria's Secret" lost to parents in this campaign, but it won attention and sales. "Victoria's Secret" March sales rose 2% year-on-year.

4. “Angel” and Event Marketing in the years following the budding of Victoria’s secrets, it used event marketing to dramatically increase brand influence.

In 1999, when the "Super Bowl" professional football game was closed in midfield, "Victoria's Secret" 26 models took the runway as a T-Taiwan show, and the webcast of that day immediately attracted 1.5 million people to watch online, overloaded. The network traffic even affects the live broadcast of the game.

From 1995 onwards, there will be a night at the end of each year. Men can sip saliva to admire beautiful supermodels. Ladies can also see the latest lingerie products. Underwear shows have become Victoria's secret design and effective operation. Advertising machine.

After 2002, Victoria's secret underwear show will be exclusively with the United States CBS Broadcasting Company for exclusive cooperation, and even broadcast in 180 countries, and gradually broadcast live on Facebook and Youtube. With annual event marketing, "Victoria's Secret" has at least 1 billion spectators in the world.

The most eye-catching performance of the "Victoria's Secret" which lasted for one hour each year was "Victoria's Secret Angel." The models that can be on the show's T-table are all top-notch people carefully selected worldwide and represent the pinnacle of the model industry for "Victoria's Secret" work. More and more models will appear as the most sensible inputs in the "Victoria's Secret" lingerie show, which means they will be the most profitable faces.

In 2013, Forbes published a model annual income list. Gisele Bündchen, who once was the “Very Secret Angel”, topped the list with US$42 million and won the championship for seven consecutive years. One person earned more than the last nine people. Eight of the top 10 on the list were all "Victoria's Secret Angels." American supermodels Adrianna Lima, Heidi Klum, Miranda Kerr and Tyra Banks are all top models who have come out of Victoria's secrets.

5. Although the popular price of "Victoria's Secret" introduced 10 million dollars in luxury underwear on the show floor, it was not as unattainable as people think. Under the luxurious dream it creates, it is a cheap underwear with a retail price of 50-70 dollars, and the average price of its hot vice PINK series is 30 US dollars. A style has a variety of color options, and even more than dozens of colors. In 18 years, he has grown into the largest lingerie retailer in North America.