December 19, 2005
We’ve just posted a story on Victoria’s Secret at the online edition of Lucire—but it makes me wonder about the underwear brand. It’s extravagant, but the show, which was broadcast a few weeks ago on CBS, looks garish. I can understand one house model to represent one’s brand, but a dozen or more? Still, given that the roots are the Victoria’s Secret catalogue, and the girls do look fantastic, the annual show and telecast—which must be the greatest advertisement ever made given its ratings—are a good example of extending your brand using the media.
However, it’s a megabucks’ proposal. What of the everyday folks? In the years I’ve worked online—totalling over 15—no one has actually used the internet to create a well-known lingerie model. If I were to start a label today, I would try to create a career and a reputation, much like those Popstars TV shows or even Tyra Banks’ America’s Next Top Model. You could do it via blogging, and let word gradually ﬁlter out, or use the media to help you. The trick is not to go with the “obvious” (i.e. “glamour models”), unless that’s what your brand represents.
You won’t become Victoria’s Secret, but you can create the mystique of the web’s most downloaded woman with your own brand without spending tens of thousands of dollars an hour to secure the likes of Naomi Campbell. permalink
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