In the book “Selling Sexy: A Business Guide to Victoria’s Secret’s Success,” author and business journalist Maura Chae takes readers behind the scenes of the iconic lingerie brand to reveal the secrets of its success. The book delves into the marketing strategies, branding efforts, and business decisions that have made Victoria’s Secret a powerhouse in the fashion industry.
Chae explores the evolution of Victoria’s Secret from a small lingerie boutique in San Francisco to a global retail giant with annual sales in the billions. She highlights key moments in the company’s history, such as the hiring of supermodel and spokeswoman, Tyra Banks, and the launch of the famous Victoria’s Secret Fashion Show.
One of the central themes of the book is the marketing strategy of selling sex appeal. Chae examines how Victoria’s Secret has leveraged its image of glamour and sensuality to attract and retain customers. The book also delves into the controversies and criticisms that have surrounded the brand, such as accusations of promoting unrealistic beauty standards and objectifying women.
At the same time, Chae praises Victoria’s Secret for its savvy business decisions and ability to stay relevant in a rapidly changing retail landscape. She highlights the brand’s successful forays into e-commerce and digital marketing, as well as its partnerships with high-profile influencers and celebrities.
Overall, “Selling Sexy” offers a comprehensive look at the inner workings of Victoria’s Secret and sheds light on the factors that have contributed to its enduring success. The book is a must-read for anyone interested in the fashion industry, marketing, or entrepreneurship.
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