O papel do desfile como estratégia de comunicação de marketing da marca Victoria's secret

Abstract

The present article is a case study that discusses the importance of the parade as a strategy of communication of marketing for the segment of fashion, taking, specifically, the parades of the brand Victoria's Secret. Its events have become increasingly spectacular, making it an important differential for the brand, contributing to the resignification of the lingerie product, adding a value to it, but not only the part studied, but also to other products sold by the brand. In addition to selling an image of sensuality to the public, thus encouraging the purchase and increasing the profitability of the fashion company. For it is through this consumption that the buyer acquires not only the product, but the image that the company's marketing sells to its target audience, thus embedding the consumer in a social group and differentiating it socially. The reviews of the fashion company's videos and catalogs, together with the bibliographical research, reinforce the importance of parades in the process of identifying the public with Victoria's Secret and the creation of desire among consumers. Showing how fashion marketing can be the tool of differentiation within the market, and how important it is for the brand analyzed in this project, in its process of knowledge of the public that identifies itself or has characteristics that the brand proposes.