Victoria’s secret is the largest retailer in the lingerie industry and the most popular brand in the world, with models who have became famous as their promoters of the brand. They are known as “Angels,” and are the spokeswomen for the brand. The “Angels” were featured in Peoples Magazine Annual as the “100 most beautiful people in the world.” The Facebook page has over 26 million likes, and mainly posts photos of the models in new lingerie to promote the brand. Many girls comment how they want to look like the models, and want to purchase the item on the model. Men are commenting how they want to purchase the items for their partner. This is using the consumer behaviour concept; the halo effect, and showing how physical attractiveness can dominate the view of a person.
These models are flawless, with “perfect” bodies, and everyone wants to look like them. Seeing these perfect women in the lingerie items makes the lingerie look sexy and appealing, having a positive effect on women wanting to purchase Victoria’s Secret lingerie. The halo effect draws women into a sexualized fantasy, and uses the most beautiful women in the world to put them in the state of mind that this is the absolute best lingerie out there. On the Facebook page you somehow feel that Victoria’s Secret is actually promoting the models more then they are promoting the actual lingerie, but when women see the models they believe the lingerie is a must have. Company sales are still increasing year after year, making Victoria Secret the top brand in the world. I believe that Victoria Secret’s marketing is the main reason why they are on top. The Victoria Secret angels are one of the company’s weapons for success.
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