Female lingerie brand Victoria's Secret recently used its iconic brazier called the 'Fantasy Bra,' to promote the annual runway fashion show. The dazzling bra is made of eight karats of gold, precious jewels such as blue topaz and yellow sapphire and it costs about $2 million.
This exquisite bra will be worn by Lily Aldridge in this year's annual fashion show. The announcement was unveiled to the public via a playful video on social media. A video was produced by Vogue and it features Lily Aldridge dancing around and showing off the Fantasy Bra.
This iconic bra is a historical piece of lingerie that has been worn by Adriana Lima, Alessandra Ambrosio and Heidi Klum. The unique part of this year's fashion show announcement was the use of social media. This ad allowed the lingerie brand to promote its fashion show with the use of an iconic product. The ad combined old traditions with modernized social media promotions to reach a desired audience of young tech-savvy millennials.
What's Driving This Trend
- Social Media Advertising
- Incorporating social media promotions in traditional advertising campaigns allows brands to reach a broader audience and connect with tech-savvy millennials.
- Luxury Fashion
- The creation of exclusive, high-end fashion pieces, such as the $2 million Fantasy Bra, offers disruptive innovation opportunities for luxury brands to showcase their craftsmanship and attract affluent consumers.
- Iconic Product Marketing
- Using a historically iconic product, like Victoria's Secret's Fantasy Bra, as a promotional tool can generate excitement and anticipation, increasing brand awareness and attracting attention to events or product launches.
Who This Affects Most
- Lingerie
- The lingerie industry can explore the creation of limited edition or luxurious pieces to captivate consumers and differentiate themselves in the market.
- Fashion Events
- Organizers of fashion events can leverage historic and iconic products, along with strategic social media campaigns, to generate buzz and attract a wider audience to their shows or fashion weeks.
- Jewelry
- The jewelry industry can identify opportunities to collaborate with fashion brands and create custom pieces to enhance their brand value and offer unique, high-end products.
