Photo: Bryan Bedder/Getty Images
Victoria’s Secret spends an estimated $12 million on its annual fashion show. With that kind of investment, you can bet that Victoria’s Secret is going to be maximizing returns by marketing to the exact person it wants to get in its stores.
During the fashion show yesterday, it was incredibly clear who Victoria’s Secret is trying to market to:
Look at the performers Victoria’s Secret chose. In years past, the lingerie giant had singers like Marc Anthony, Sting and Ricky Martin.
This year, Justin Bieber, Rihanna and Bruno Mars performed at the show. All are young, relatively new artists with tracks on pop radio.
Bieber was prominently featured and even sang an acoustic song, “As Long As You Love Me,” on the stage by himself.
Conveniently, the world’s hottest teen idol also performed as the Angels modelled the merchandise for Pink — Victoria’s Secret’s teen line.
The Pink merchandise has had its own part of the show for the past few years. Before that, the show was skewed toward a larger audience.
Victoria’s Secret has been rapidly opening Pink stores around the United States.
It’s smart for Victoria’s Secret to market to teens. Since Pink sales started skyrocketing a few years ago, other brands including American Eagle and Hot Topic have tried to capitalise on the teen lingerie market.
Bieber’s millions of teenage fans aren’t going to miss a performance by the pop star. And that means they’ll be watching the Victoria’s Secret show when it airs December 4.
DON’T MISS: Pictures From The 2012 Victoria’s Secret Show >
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