Essay: Intro To Victoria's Secret Fashion Show 2017.

This article is based on the introduction of Victoria's secret in 2017. This activity was held in Shanghai, China, and this assignment accounted for a high total score. Therefore, it must be written in the order of the score sheet as required

Operational Timeline

This event management is based on the fashion show of Victoria’s secret. Victoria’s secret is the company where the fashionable sleepwear and lingerie are sold. This event of fashion show has been conducted at Shanghai in China for promoting the products and enhancing the market reputation of the company of Victoria’s secret. The world-famous fashion models were hired for promoting the brands and the products of the company. The show was also featured by the PINK spokes-models who are such as Zuri Tibby and Grace Elizabeth. .In the year 2017 on 20^th November, this fashion show was held in Shanghai. The exact venue of this show was Mercedes-Benz Arena. Before the year 2017 this event has been held for several times it is going from the year 1995 (Wasserstein, 2017). In Asia first time the fashion show of Victoria Secret was held in the year 2017. The musical program was conducted in the show and in the musical program Harry Styles, Leslie Odom, Jane Zhang, and Miguel have performed. This event show was segmented into 6 stages which are such as Segment-1 is featured by Punk Angels, Segment-2 is featured by Porcelain Angels, Segment-3 is featured by A Tale of Winter, Segment-4 is featured by Millenial Nations, Segment-5 is featured by Nomadic Adventures and Segment-6 is featured by Goddesses. The last of this event was 28^th November in the year 2017 (Wasserstein, 2017).

Without Gigi Hadid and Katy Perry, the fashion show of Victoria's secret was held in Shanghai. The annual program of this show was conducted in Shanghai and there the event organizers had faced the problems due to the regional politics. At first, the event managers set the venue of the final show of the Victoria's Secret and the venue was decided at Mercedes-Benz arena in Shanghai. The vent has targeted the international audiences and the total audiences had been estimate4d about 4.9 million. A great success had been achieved by the show of Victoria’s secret. As this show was featured by a popular musical program where many famous singers performed thus more audiences had purchased tickets> the show was televised directly through television. The article of this show was mentioned in the local newspaper in all over Asian country and for this reason, more audiences were informed about this show.

This show was started on 20^th November in the year 2017 and ended 28^th November in that year. The duration of the conducting the event show is 1 month and the operational activities of the program were segmented within these 8 days and this segmentation is mentioned below in a table form.

Table 1: Timeline of the activities of the show

(Source: Created by author)

Safety issues: In China, the safety issue had not been faced by the organizers of the vent of Victoria’s Secret.  All the safety measurements were taken by the organizers of the event. During the show, the safety measurements for the celebrities and for the audiences had been taken by the government of China (Jin, et al. 2017). The fire safety measurement, first aid, and ambulance had been arranged by the organizers of the event of Victoria’s Secret. However, a safety issue had been faced by 7he organizers of the event which is overcrowding of the audiences. It has been seen that the overcrowding of the audiences could not be managed by the traffic system of China.

Safety Issues

The registration process of the show: The registration process was done through online. As most of the audiences came from the international places thus they got registration through online. An online form needs to be filled up the audiences along with the amount of the tickets. Most of the tickets were sold through online (Lopes-Teixeira, Batista & Ribeiro, 2018). As the celebrities were invited thus they got registration by getting the high scale amount.

Venue analysis: Before echoing a venue the managers or organizers of the event management need to analyzed the venue by analyzing the capacity of the location, and the location has the proper parking area or not. The organizers need to also focus on that any multispecialty hospital is there almost near about the location or not. The facility of internet accessibility needs to be examined by the event managers of the event management before choosing the particular location (McCormick, 2017). The Mercedes-Benz arena in Shanghai had been chosen by the organizers of the Victoria’s Secret as this place is the heart of China and very populated area. If the program is conducted in this area then the event show can engage more audiences and for this reason, more profit can be achieved.

Sponsorship is very important for making successful the event management.  By the sponsorship, the event manager can have the financial support and based on this financial support the total event can be organized beautifully. The main sponsor of this show is the company of Victoria’s Secret. However, his show was sponsored by the fashion house of French which name is Balmain (Su, 2017). Mercedes Benz also sponsored the show of Victoria’s Secret in Shanghai. Many makeup brands also gave sponsorship to this show. The Company of Beachwaver is the official hair sponsor of this show. The parent company of Victoria's Secret is Morningstar sponsored about 14% of the total estimated budget.    On the other hand, it has been also seen that the L Brands has sponsored the fashion show of Victoria’s Secret about 11% of the total budget of the show (Su, 2017). The main funds of this show are sponsorship.

The event of Victoria’s Secret must have more sponsorship so that in any financial crisis the total situation can be managed.  The show must be sponsored by the strong sponsorship. It is very important that the total financial support need not to become from all the sponsorship, some financial support must be arranged by the company itself. The participants of the show must announce the name of the sponsorship companies so that their brand image can be promoted to the audiences and also to the international market. The products of the companies who give sponsorship to the event show need to be used during the show. As the make-up brands provided sponsorship the show thus the make-up products must be used by the models so that those products can be promoted into the international market.

A proper budget plan is very necessary for conducting any event management. By the proper budget planning, a success can be achieved in the event management. The organizers and managers of the vent management are responsible for making the proper budget plan of the show.

Venue Analysis

Table 2: Budget template of the fashion show of Victoria’s Secret 2017

(Source: Wasserstein, 2017)

In the show of Victoria's Secret several world famous models and singers had participated. In the year 2017, the show of Victoria's Secret he main attraction was the performances of Taylor Swift who is a singer as well as songwriter of America. Apart from the performances of Taylor Swift, several other musicians had performed in the show such as Neon Jungle, is four-piece girl group of England (Nissinoff, 2017). Jane Zhang had also performed in the show and she is a famous Chinese singer. Junior Leslie Odom had performed and he is an American singer and actor both.  All the famous celebrities had participated in the show of Victoria's Secret. Apart from the musicians' many world famous had participated in the show and the models are such as Elsa Hosk, Sara Sampaio, Jasmine Tookes, Taylor Hill, Lais Ribeiro, Lily Aldridge, Josephine Skriver, Stella Maxwell and many more (Nissinoff, 2017).

The show was promoted highly in the international market. Basically, regional participants had not participated in the show as the Chinese people are very much culture oriented. Several international performers had participated in the show of Victoria’s Secret. It has been analyzed that some of the regional participants had participated in the program. The main focus of this show was the proper promotion of the products of Victoria’s Secret Company in the Chinese as well as the international business market. It has been analyzed that the company has achieved the goals and a great response from the China market had been achieved by the company (Roberts, 2017). It is seen that the fashionable products are preferred by the Chinese people and as the company sells the fashionable sleepwear thus the greatest response from this market had been achieved by the company. The much Chinese fashion industry has started to sell the products of Victoria's Secret brand. The customers of China are very much happy about the quality of the product of Victoria’s Secret. Various stores of the products of Victoria’s Secret have been opened in the China market. A great profit has been achieved from the China market by selling these products (Gunasekara & Gomez, (2018). It has been also planned by the organizers of the event that about 7 Chinese models will participate in the next fashion show of Victoria's secret. As China is a very populated country thus China has been targeted by the company of Victoria's Secret for promoting the products.

The event organized by Victoria’s Secret has provided the audience with an opportunity to experience a world-class event. A world-class event needs to analyze the audience to get success for the event. A cultural program has been conducted by the company in the show, in which several celebrity figures such as Jane Zhang, Miguel, Li Yundi, Harry Styles and many more have performed in the fashion show. In addition, the fashion show has provided constructive information about the company’s products. This provides a world-class feature to the event.

Sponsorship

The show has got immense success by attracting the audience and stakeholders. The fashion show consisting of the cultural show has attracted numerous people to attend the event. It has been analyzed that almost 4.98 million viewers were present in the fashion show, which made the event successful. The viewer’s got informed through the social media and this has helped to bring their involvement in the vent.

The event that has been conducted by Victoria's Secret had contributed to culture and heritage as well. The designers of the company have been influenced by history. The models of this fashion show wore numerous native-inspired accessories as well as regalia (Theconversation.com, 2017). In addition, an introduction of silhouettes, techniques of beading along with prints of indigenous cultures of Africa had been seen in the Nomadic Adventure range of products of the company. The incorporation of beautiful tribal designs had been endured in those products of the company (Theconversation.com, 2017).

The event also had celebrated cultural diversity. It has been examined that the company had included different models belonging to different religious and cultural background. Moreover, the company did not make any discrimination in the complexion of the models (Businessinsider.com.au, 2018). Each and every model has been provided with equal value and respect beyond their race, culture, religion in the fashion show. In addition, it is to be stated that the models were encouraged to walk the runway with their natural hair, which denotes that the event of Victoria’s Secret had fundamentally celebrated cultural diversity in the fashion show (Businessinsider.com.au, 2018).

The fashion show of Victoria’s Secret has made an inclusion of models from different regions. The fashion show had been incorporated into the Asian market. Though the company has included many worldwide supermodels, still it had spotted its light on the local and regional designs and products as well. In addition, it is to be stated that many models from China had been included in this fashion show of Victoria’s Secret. This also made a local and regional identity.

The event conducted by Victoria’ Secret had imposed a positive impact on the creation of the job. It is to be stated that Victoria's Secret has secured a reputed marketplace in the footprint of the Asian retail marketplace. It has been analyzed that the company had opened a location along with a 12,294 square foot in Chengdu in the month of March (Fashionista.com, 2017). This denotes that a huge number of people was needed for the new location of the company defining the employment of employees. The company also had opened a store along with a space of 25,850 square foot, which also points out the employment had been done by Victoria’s Secret.

The opening of a new location of the company can escalate the annual sales of the company by $150 million (Fashionista.com, 2017). This denotes that the GDP rate of the country can get escalated with this brand. In addition, it is to be expressed that the market of women’s underwear in China has been escalated immensely and it is expected that the marketplace of women’s underwear can grow $26 billion approximately by the year of 2021 (Fashionista.com, 2017). This also defines the economic growth.

Funding Review

As the company has been providing assistance to the country to grow its rate of GDP, it gradually helps in providing benefits to politics. Moreover, the fashion show that has been constructed by Victoria’s Secret had not been violent to any policies of the country (Cnbc.com, 2017).

The fashion show conducted by Victoria’s Secret had spotted its light on promoting their brand along with their products. It has been analyzed that some of the analysts have stated that the company named Victoria’s Secret has been formulating some products that discharge hazardous chemicals (Cosmopolitan.com, 2016). Moreover, the company is not proper for transparency. No proper steps have been embraced by the company to reduce its impact on the environment. In addition, it is to be stated that some steps have been taken by the company to endure sustainability program of the environment and to protect the environmental aspects for the present as well as future generations.

The cultural aspects of the event have made a positive impact on the stakeholders. Moreover, the cultural diversity that has been seen in the fashion show has paved a print of the company in the stakeholders' mind and heart. The fashion show has stressed on formulating the products with a historical touch. This has attracted the stakeholder vigorously. However, the improper information or misinformation about the products has made the stakeholders dissatisfied.

Some platforms of social media such as Twitter, Facebook and Instagram had been banned in China. Still, it does not stop Victoria’s Secret to analyze social media to promote the fashion show of the company. It has been utilized WeChat along with Weibo that is the social media platform of China (Fashionista.com, 2017). Moreover, the brand has included some magazines, newspaper along with TV channels to promote their fashion show. It has succored the company immensely to endure the attention of people belonging to worldwide. It is to be reported that almost 4.98 million people from worldwide have come to the fashion show.

As the people of China only use their country’s platforms of social media such as WeChat as well as Weibo, the company named Victoria’s Secret has been benefitted by selecting these platforms of social media. The people of China only use these social media platforms and it has provided the company with assistance to grab the local people of China. However, the company has utilized social media platforms such as Facebook, YouTube, Instagram and much more to grab the attention of global people (Fashionista.com, 2017). Moreover, TV channels or magazines articles have been informed worldwide as well as local people about the fashion show of the company. Victoria’s Secret has utilized vibrant and eye-catching pictures about the event to catch the involvement of the local people and worldwide people as well. Moreover, the company has posted about the celebrity figures that were going to perform in the event of the company. These activities have provided assistance to the company to grab the attention of local and global people.

The brand named Victoria’s Secret has been continuously bringing innovation and improvisation in the products of the company. It has spotted its light on formulating comfortable products. The company has promoted their event by showing the aspects of their products. In addition, the products of the company are low-cost products that grab the attention of people immensely. Victoria's Secret produces the products with bright colors to get the attention of the younger generation as the company has mainly targeted the people belonging to the younger generation. The company has promoted their fashion show by encouraging people to purchase their products. The company not only encourages females to purchase its products. It also encourages males as well to purchase the products of the company for dear ones of them so that they can provide comfort to them.  Moreover, the company has utilized various platforms of social media to promote its event by showing the aspects of the event. The company has provided information about the performance of the celebrity figures. Moreover, the company has given the news of fashion show of lingerie and sleepwear that had been conducted by different supermodels. This attracts the people of the global and local market as well.

Recommendations for Sponsorship

The platforms of social media such as Facebook, Instagram and much more has been forbidden in China. As a result, Chinese people only use two social media platforms such as WeChat and Weibo. It has been analyzed that the company named Victoria’s Secret has utilized those platforms for encouraging Chinese people for their event. In addition, Facebook, Instagram, and much more social media platforms have been utilized by the company to grab the attention of worldwide people. Moreover, the company has utilized TV channels and promotes their show by televising the information about several aspects of the event of the company.

Conclusion:

This event is going to be held in the future as well. The previous events that have been conducted by the company have successfully gathered the viewers along with their attraction. The event has successfully stockpiled the attention of the viewers by showing the aspects of the event such as fashion show, the performance of the celebrity figures.

It is to be concluded that several social media platforms have been utilized by the company to grab the attraction of the people from different countries. The event of the company has spotted its light on cultural diversity and has respected all the cultures. The event of the company has encouraged the models of all complexions and no discrimination has been made by the event in the models. In addition, it is to be concluded that the models of the fashion show had been encouraged by the people to walk the runway with natural hair. This improved the stakeholders’ involvement fundamentally.

On the other hand, the event has made numerous job creations, which gradually imposes positive impacts on society. No political harm has been made by the company. However, it has been disclosed that the products of the company have made a bad impression on environmental aspects as the company's products release hazardous chemicals.

Some recommendations have been suggested to the company that would be beneficial for their upcoming event. The company should formulate those products that cannot harm and can preserve the environmental aspects as these kinds of event are conducted for product promotion. Moreover, the company should provide information about the event so that it can upgrade stakeholders’ engagement. In addition, it is to be suggested that the company needs to make a proper estimation of the audience so that it can properly manage them. Moreover, proper audience estimation would assist the event to endure justified catering.

References:

Businessinsider.com.au, (2018). Victoria's Secret says its 'runways have been culturally diverse for a long time,' but it has been accused of cultural appropriation over and over again. Retrieve from: <https://www.businessinsider.com.au/victorias-secret-cultural-diversity-appropriation-accusations-2018-11>

Cnbc.com, (2017). Victoria's Secret fashion show hits Shanghai without Katy Perry and supermodel Gigi Hadid. Retrieve from: <https://www.cnbc.com/2017/11/20/victorias-secret-fashion-show-shanghai-katy-perry-supermodel-gigi-hadid.html>

Cosmopolitan.com, (2016). Victoria's Secret and Nike Are Breaking a Very Important Promise. Retrieve from: <https://www.cosmopolitan.com/style-beauty/fashion/news/a61191/victorias-secret-greenpeace-detox-report/>

Fashionista.com, (2017).
WHAT MOVING ITS 2017 FASHION SHOW TO SHANGHAI REALLY MEANS FOR VICTORIA'S SECRET. Retrieve from: <https://fashionista.com/2017/10/victorias-secret-fashion-show-2017-shanghai-impact>

Gunasekara, H. P., & Gomez, H. M. (2018). Experimenting Design Applications of Creative Pattern Cutting with the Concept of Inner Wear to Outer Wear Trend. International Journal of Humanities and Social Sciences, 10(5), 1-15.

Jin, Z., Lu, W., Yang, X., Duan, M., & Luo, J. (2017). Buyers Are More Impatient Than Sellers: Divergent Preferences For the Timing of Peak in Experiential Purchase. ACR North American Advances.

Lopes-Teixeira, D., Batista, F., & Ribeiro, R. (2018, June). Spatio-temporal analysis of brand interest using social networks. In 2018 13th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1-6). IEEE.

McCormick, R. (2017). China Ready Shopping White Paper.

Nissinoff, A. Z. (2017). An Investigation of the Role of the Chinese Private Sector in the Establishment of Sustainable Apparel Manufacturing in Sub-Saharan Africa.

Roberts, H. V. (2017). Using Twitter data in urban green space research. Applied Geography, 81, 13-20.

Su, H. (2017). The Socio-Spatial Logic of Young Chinese Lovers’ Media Use. The Impact of Social Media in Modern Romantic Relationships, 131.

Theconversation.com, (2017). Victoria’s Secret does it again: Cultural appropriation. Retrieve from: <https://theconversation.com/victorias-secret-does-it-again-cultural-appropriation-87987>

Wasserstein, B. (2017). Secret War in Shanghai: Treachery, Subversion, and Collaboration in the Second World War. IB Tauris.