Victoria's Secret marketing campaign

Monserrat Alfaro González

L.N: 2 603

VICTORIA'S SECRET MARKETING CAMPAIGN

1. What is a campaign?

• A campaign is a collection of strategic activities that promote a company's aim. It is used to advertise a product or a service.

1. Why is this campaign so important? What makes it one of the most memorable in the world?

• Victoria's Secret is the world's largest intimate specialty shop, specializing in contemporary, fashion-inspired designs. They provide a whole experience for customers from the moment they enter the store until they depart, and they stay up with fashion trends.
• The brand's success may be attributed to its yearly extravagant Victoria's Secret Fashion Show. The show emphasizes grandeur and the brand's ideals and is one of Victoria's Secret's top marketing methods.

1. What are some of the different assistant skills you use when planning a campaign?

• Organizational skills, time management, proactive anticipation of needs, decision-making, and adaptability.  

1. What were the differences between the show in 2015 and 2016?

• The 2015 Victoria's Secret Fashion Show was held in New York, United States. That year the lingerie firm celebrated its 20th anniversary and featured musical performances by Ellie Goulding, Selena Gomez, and The Weeknd. Fashion show segments: Boho Psychedelic, Exotic Butterflies, Portrait of an Angel, PINK USA, Ice Angels, and Fireworks.
• The Victoria's Secret Fashion Show 2016 was staged in the Grand Palais in Paris, France. Lady Gaga, The Weeknd, and Bruno Mars performed musical numbers during the night. Fashion show segments: The Road Ahead, Mountain Romance, Pink Nation, Secret Angel, Dark Angel, and Bright Night Angel.

1. During the different shows they faced problems, how did they solve them?

• In 2015, Rihanna canceled her appearance just one week before the show, nevertheless, Ellie Goulding was hired as a replacement to perform in her place.
• One of the major problems that Victoria’s Secret faced with the fashion show in 2016 was the size and the natural lighting in the building, the Grand Palais in Paris, which interfered with the program’s history of being staged at night. Nonetheless, they made a couple of adjustments to improve the lighting and made calculations regarding the dimensions of the space so that the stage and the seats of the spectators were adequate.

1. What stage do you think was the most difficult one and why?

• From my point of view, the most complicated stage was choosing a theme as it is the basis of the show, the most important element. All the phases have their level of difficulty, from discarding and selecting models to choosing the location of the event. All the previous ones require planning and several months of work, but once they have the theme, the rest progresses based on it.

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