The Success Behind the 2015 Victoria’s Secret Fashion Show

The 2015 Victoria’s Secret Fashion Show aired last Tuesday, with plenty of Angels on hand to give the brand its biggest PR push of the year.

The annual show was filmed last month at the Lexington Avenue Armory in New York, and was broadcasted on CBS to an audience of millions. It was also streamed online on CBS All Access, allowing viewers to watch on desktop, mobile, or streaming devices in supporting markets.

In the two hours leading up to the 10 PM telecast on December 8, over 3,700 mentions were coming in per hour, totalling nearly 7,500:

And by the time the event started airing, we saw a significantly sharp spike in the conversation:

It makes sense for mentions around the fashion show to take off as soon as it started airing. But what was at the center of the Victoria’s Secret conversation?

Celebs.

From the presence of supermodels Kendall Jenner and Gigi Haddid, to featured performers like Selena Gomez and The Weeknd, people were all abuzz with the star power of the Victoria’s Secret Fashion Show. In fact, Gomez was the epicenter of the #VSFashionShow conversation, bringing in over 15,000 mentions:
Aside from being an international popstar, Gomez’s mentions were higher than any of the Angels due in large part to a friendly acknowledgement between her and close friend, Gigi Hadid, on the runway.

Overall, the massive amount of Victoria’s Secret Fashion Show chatter should come as no surprise. The retailer is renowned for being at the center pop culture, as each year’s fashion show mashes together the hottest names from Hollywood and the runway.

The success of the show can be measure in sales too, as “one-third of Victoria’s Secret’s highly-seasonal sales occur in the fourth quarter, which is also typically its most profitable quarter.”

Clearly, Victoria’s Secret knows the secret to holiday retail success.