Saturday, March 12, 2011

Victoria’s Secret “Angel Wings”: Strategic Marketing Synergy

by Fred Victor

The brand – Victoria’s Secret … it’s just phenomenal, and globally recognized! Why? Let’s get down to the business!

In their first decade of existence, the Victoria's Secret Angels have held the gaze of many men while successfully promoting the brand's best-selling lingerie lines to its intended female demographic. Amazing!

It’s all about the right combinations of synergies through strategic marketing channels. Let’s dissect the activities implemented by Victoria’s Secret …

The Originality
The Victoria's Secret fashion shows are globally known as their originality, excitement, sexy, and stunning characteristics which have gained them a global arena when it comes to lingerie designs.

Victoria’s Secret Angels
The “runway angels” are named, and actually referred as “fashion show models”. First-class supermodels (e.g. Helena Christensen, Claudia Schiffer, Tyra Banks etc.) had been hired for fashion shows, advertising campaigns etc. while taking on additional roles as Victoria’s Secret spokeswomen.

Their line-up has been changed several times over the years, and the brand currently lists 13 supermodels on its website, including Heidi Klum and Marisa Miller. Among other recognitions, the Victoria's Secret Angels were chosen to be part of People Magazine's annual "100 Most Beautiful People in the World" issue in 2007.

Currently, Victoria’s Secret angels include sexy supermodels like Adriana Lima, Alessandra Ambrosio, Miranda Kerr etc.

The Black Eye Peas
Needless to say, when Victoria Secret’s fashion shows met the men of Black Eye Peas and Miss Divalicious Fergie in 2009 & 2010, the heartbeat was simply “boom boom pow”!

Fashion Show
The Victoria's Secret fashion shows feature amazing fashion pieces accessorized with the all so renowned angel wings which Victoria's Secret has planned to use in its marketing strategy on Facebook.

Facebook Marketing
Victoria's Secret wings marketing strategy on Facebook will enable VS to promote even further the Angel wings featured on the catwalks, which have become emblematic for the Victoria's Secret brand.

The Angel wings have been worn by so many celebrity models such as angels Heidi Klum, Miranda Kerr, Adriana Lima and many more others, and now the wings will be displayed so everyone can admire them and more; take pictures with them.

Angel Wings Box
It seems that Victoria's Secret wings marketing strategy on Facebook enables women to take pictures with 9 vintage Angel Wings displayed near the brand's Soho store on Broadway. The wings were displayed in a manner to allow women to take a picture with them and the pictures were uploaded on the Victoria's Secret Facebook page, in a section of the album called “WINGS! NYC”.

The photos taken with the Angel wings were submitted in two ways: via MMS (multimedia text message from your phone) to the number 26435 (Angel) or via e-mail to an email address yet to be revealed.

The photos have been uploaded on the Victoria's Secret Facebook page after being reviewed and approved first, after which people will be able to search their photo and tag themselves so friends will be able to see the lovely Angel winged picture showed on the Facebook wall and download it.

It seems that Victoria's Secret currently has more than 11.7 million fans on Facebook and this will probably help them generating even more fans, circulations, readerships, and sales ultimately!

The Victoria's Secret Angels are a key ingredient in the company's phenomenon. The annual fashion show is a major event that shows off the hottest new lingerie on the hottest bodies on earth. It makes women want to wear the lingerie and men crush even more on the already stunning Victoria's Secret Angels.

Women might be the main consumer target for Victoria's Secret, they need to feel sexy at the thought of owning the product; men can still enjoy learning more about their favorite and beauty of sexy.


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