What is the Secret to Victoria’s Success?
Victoria’s Secret has it. What that is, we’re not completely sure, but we saw evidence of the brand’s appeal Tuesday evening as the resident college-age female watched the broadcast of the lingerie retailer’s annual fashion show while video chatting with friends. Yes, there were musical acts that appealed, but we saw and heard actual discussions regarding the fashions modeled on the catwalk that evening.
According to a Los Angeles Times report citing Show Tracker, 10.3 million viewers tuned into this year’s broadcast, up 15 percent over last year. The number of viewers in the "me like, me want, me buy" 18-49 demographic was up 35 percent this year versus last.
With over 1,000 stores and a robust presence through its printed catalogs and website, Victoria’s Secret popularity helped propel the net income of parent company Limited Brands up 22 percent for the company’s third quarter.
- Models say motherhood helps give them their womanly look on the Victoria’s Secret runway – The Associated Press/The Washington Post
- Victoria’s Secret fashion show: Hot hotties in lingerie? Heaven! – Los Angeles Times
- Limited Brands Reports a 39% Increase in Adjusted and a 72% Increase in Reported Third Quarter Earnings Per Share – Limited Brands, Inc.
Discussion Questions: What makes Victoria’s Secret successful? Are there any elements of the Victoria’s Secret model that are transferable to other retailers?