What does a runway, over-the-top lingerie, great music and stunning women all have in common? Last night’s annual Victoria’s Secret Fashion Show and obviously the entire world. Not only were my girlfriends and I excited to view these unrealistic “angles” strut their stuff but my guy friends all asked to come along. I immediately jumped to the most logical conclusion being that what man would not want to watch these women in scantily clad attire for an hour? Rather they explained it was entertaining, a real show to say the least. I thought to myself, they have really tapped into something here
The Victoria’s Secret Fashion Show is a magical marketing event that successfully captivates both men and women. Last year, the show attracted 9 million viewers; 40% were men. Women are Victoria’s Secret’s main customer, but this retailer knows how – and why – it should lure men into its store. While men may watch the fashion show for entertainment value, lingerie from Victoria’s Secret will likely be more top of mind on their holiday gift list. A recent “Marketing to Men” survey by Jacobs Media found that men – and single men in particular – offer marketers and retailers that traditionally target women significant growth opportunities.
My friends form Marina Maher Communications shed some light on why the show is a gender friendly affair
- It’s entertaining. Victoria’s Secret knows how to put on a show to capture men’s attention – from the sparkling runway and uniquely over-the-top fashion creations, to dynamic performances from the music world’s top talent. This year’s show features performances from Kanye West, Nicki Minaj and Maroon 5.
- It has something for everyone. Men tune-in to see gorgeous models walk the runway; women scope out the latest Victoria’s Secret fashions (and hello, the $2.5 million Fantasy Treasure Bra!). Teenagers and suburban housewives alike fantasize about showing off one or two of the 69 looks featured in the show in their own boudoirs.
- It draws new and loyal customers and fans. Whether you’re interested in purchasing new lingerie, own a Victoria’s Secret credit card or are just in the mood to listen to good music, an event like this has the ability to attract a very wide audience.
- It’s made for the consumer. The show targets real people; not industry insiders. And it has remarkable benefits for the brand, burnishing its image with glitz and glamour while also making it a household name.
I was mesmerized by the entire event last night and gave a few oooh’s and ahh’s at the fashions shown (secretly wishing I looked like that, but what normal person looks like that?? Seriously!). Overall it was a show, a marketing success. Victoria is definitely on to something, and I doubt she will be spilling her “secret” anytime soon.
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