Watched the Victoria Secret Fashion Show last night and I was surprised by just how well done it was. Both the production values, the editing, the musical guests and the cut-in segments showing just how much work goes into it. It was an amazing branding exercise, one that I’m just in awe of us as a marketer.
Speaking with a friend afterwards, we discussed what Victoria Secret really sells. It’s not bras & panties. Those you can get at Target or Wal-Mart or Marks & Spencers. What they sell is a dream. They sell sexiness and beauty.
It’s probably the hardest thing to sell, a dream. It requires such a tight balancing act. Your entire brand has to be in sync all the time because a moment of wakefulness for a viewer and the dream could be over. Look at Lululemon – they screwed up, and instead of owning it, they accused their customers of being the problem. Poof. What? Not everyone can look good while working out? You aren’t selling the dream of looking good while working out? You aren’t granola munching love-the-world individuals? Oh…
It’s an incredible job to do that, to sell a dream. It requires dedication and belief and the ability to see what is missing and the commitment to push through the slow periods. On the other hand, once you have sold that dream… well, who wants to wake up from a good dream?