Victoria’s Secret marketing goes own way

[sadiq]

Limited Brands Inc.’s Victoria’s Secret is thriving using a marketing strategy that seems more “Mad Men”-era than from the age of Twitter.

While other big brand retailers try to hone their social-media skills, the intimate-apparel chain is creating excitement with a network TV holiday fashion show featuring young women wearing Swarovski-crystal-decorated lingerie strutting down a runway in 6-inch heels. The show, now in its second decade, airs Dec. 4 on CBS and serves as the cornerstone of an efficient marketing machine. Last year, the special received its highest rating since at least 2002, with 11.5 million viewers. Most viewers are women

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