You always know it’s that time of year when your twitter feed is filled with the complaints of every girl you’ve ever met parading their lack of self esteem along with worshipping the most famous lingerie models in the business. The Victoria’s Secret Fashion Show has begun.
The store is famous for their vampy models, busty advertisements, and the quintessential light and dark pink striped shopping bags. Victoria’s Secret has clearly found the secret to successful marketing: find and exploit your target population’s worst fears and wildest dreams. The company knows that more than two thirds of their viewers are women, and they cater to this demographic. For instance, last year the main performer for the show was Justin Bieber and this year it was Taylor Swift, two of the most iconic pop performers for women ages 16-24. They pull girls in with sparkly outfits, lingerie that doesn’t even look like lingerie but more like a fantasy costume that has no actual, wearable use. Girls don’t watch the VS Fashion Show to decide which new clothes they are going to buy in the upcoming season, they watch because it has become one of the most talked about pop culture events every year.
By using models with unattainable bodies that still maintain an appearance of looking healthy rather than sickly, girls become obsessed with the idea of being a VS angel. This turns the brand into more than just a store, it becomes a lifestyle. The angels have become celebrities in their own right, and their lives are captured through their social media accounts. This allows fans to follow their everyday lives, making them seem even more approachable and therefore easier to worship.
I can tell you that whenever I watch the show, there isn’t a year that I don’t wish I could lose a few pounds and grow a couple inches just to get a chance to walk the runway with the models. Who wouldn’t want to get paid to be beautiful.
Victoria has found the secret. Manipulating young women around the world may not have been their original intent, but it has led to a following that is unsurpassed by any other company out there today.