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How do brands cut through the noise in a competitive industry? Marketing strategies have evolved to be more dynamic than ever, and combining in-person experiences with online campaigns and clear brand messaging is key to making an impact. These strategies and more were on the agenda at Vogue Business’s event in partnership with BigCommerce on 7 September at Neuehouse in New York City, which invited Victoria’s Secret’s EVP of brand marketing Sarah Sylvester to discuss how to make the most of big brand moments with executive Americas editor Hilary Milnes.
It is an apt time for Sylvester to be discussing the topic. The night before, Victoria’s Secret held an event in New York City to celebrate the upcoming return of the Victoria’s Secret fashion show — rebranded as World Tour — a film that is part-documentary, part-fashion show and will stream on Amazon Prime later this month. The event invited celebrities, runway models, influencers and more to see a sneak peek of the show and join Victoria’s Secret in person for the first time after the brand’s big annual spectacle went on hiatus.
So, how does the new show fit into Victoria’s Secret’s marketing plans? The company has gone through a rebrand that now sees it centring women’s voices, something that was supported by customers. It’s a balancing act, Sylvester says. “You have to listen to them, but continue on the path that you know is right.”
Then, BigCommerce CEO Brent Bellm spoke of capturing lightning in a bottle by making it easy for customers to continue the conversation online with calls to action in-person. Tools such as QR codes placed strategically at in-person events bridge the gap between offline and online spaces, so that there’s a way to link certain products or categories to in person sales. Omnichannel marketing is as important as ever, and sticking to basics is step one. “The advice we give to everybody is start with Google, start with search, really nail that, and then it’s very easy to go to other channels,” Bellm says.
In October, Vogue Business will return to Neuehouse for an event discussing how Gen Z is reshaping beauty. To attend future Vogue Business events, become a Member today.
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