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Victoria’s Secret is well known worldwide because of the concept they’ve created. The sexy but yet classy brand has built through the years a certain image that is inspirational to women and appealing to men.

 

With nearly 5.2 billion dollars in sales (ended January 2014), we can agree that the company may seem all bubbly and fun but they are dead serious when it comes to business. Since the early 90’s, the company strategizes investing in their famous and anticipated annual fashion show.

The beautiful “Angels” that light up the runway are perfectly selected. Not only beautiful, but being at the top of their careers, Victoria’s Secret uses this to their favor to add popularity to a show that is seen in over more than 200 countries.

Living in a digital Era, companies must understand where the public is paying attention so they can get a chance to sell. This is where Kendall Jenner becomes relevant to the brand. With over more than 15 million followers on Instagram and being part of the most successful reality shows ever (Keeping up with the kardashians), Kendall could definitely add some scope to the youth audience the brand is aiming at.

If she is confirmed for The Victoria’s Secret Fashion Show, that will be held for the first time in London, she will join a long list of models which are iconic in the fashion business such as: Tyra Banks, Naomi Campbell, Heidi Klum and Gisele Bündchen.

She was part of New York and Paris Fashion Weeks last season working for brands like: Givenchy, Balmain, Chanel, Dolce & Gabanna and Marc Jacobs. It doesn’t matter how she appeared in the business, she is definitely getting the credentials to be a part of it. Giving her the “wings” might be controversial but profitable for the brand.

Tags : brand strategyFashion MarketingKendall Jennerluxury brandingVictoria's AngelsVictoria's SecretVictoria's Secret Fashion Show
Bernardo Torices Franco

The author Bernardo Torices Franco

Marketing Assosiate & Brand Analyst