On my second day in New York, me and my friends went to visit some of the flagship stores around the city, most of them being situated on fifth avenue, which has lots of high end shops. One shop which i was very intrigued by was the Victoria’s Secret shop. From a first glance of the exterior of the shop, you could tell that they had a huge emphasis on the VS annual fashion show, as they had displays of the actual clothes worn in the show in their shop windows.
As soon as we walked into the shop there were even more things to do with the fashion show. They had more of the outfits worn and screens with parts of the show being played on them. The VS show is a huge part of their marketing and is what a vast amount of their money goes towards each year. The show always has a massive audience ranging from normal people to celebrities.
Each year they will have new and unique pieces worn in the show, and after the show they will release a version of these garments to be sold in store. This is why they make a large emphasis on the show in store, as it is a way of bringing more people into the shop and catching their eye on something they like, meaning that they make more sales. The layout of the store is very neat and the colours are mainly pink and black with a bit of gold, making it quite girly, as they obviously have a feminine audience.
Not only does this shop incorporate the fashion show into their main floor where they sell all of their underwear, fragrances and pyjamas, but they also have a whole seperate floor upstairs dedicated purely to the fashion show itself. As we were walking up to it, i noticed that on the stairs they had wrote a list of every models name that had walked the show across the years. They also had another outfit that had been worn in last years show on the way up to this floor.
I have to admit, i have never been a massive fan of Victoria’s secret and I have only watched the show once, but i did find this floor very interesting and thought that it was a very good marketing strategy and route to customer to try and sell more of their garments. On this floor, they had a whole collection of clothes that had been worn in the show and they also had things to get the customers involved, such as a mini photo shoot area and a mock up of their dressing rooms they use at the show. I think that getting the customer involved in something really helps them to feel as if they are a part of the brand and gives a more personal touch, meaning that they feel more obliged to buy something. Here are some more photos that i took of this floor.
Overall, i really enjoyed my experience in this shop as it was fun seeing what actually went into the show and looking at the actual outfits worn by the models. As i say i have never been a massive fan of VS, just because for what you get i think it is very overpriced and i don’t agree with some of their sizing, however I know that for some people VS is a reliable brand which does produce a high quality product.
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