Inside a marketer's mind

  Victoria's Secret Fashion Show 2025       INTRODUCTION The return of the Victoria's Secret Fashion Show in 2025 marks an important milestone for this iconic brand. It is not just about coming back with more glamour, wings, and catwalks, but doing so with an awareness of the new social and media context. For years, the show was linked to fantasy and traditional standards, which many people praised and others criticized for its lack of diversity and realism. In 2025, the organization has presented a much more revamped marketing strategy, combining the show with other types of music and narratives of inclusion to connect with a broader and more demanding audience. This blog aims to analyze how its marketing strategy has worked this year, the tactics it uses, and the messages it sends to see how effective its commitment to inclusion is.       DEVELOPMENT è The context relaunch and marketing strategy After a five-year hiatus from fashion sh...

In marketing, few things are as fascinating as watching a brand take something ordinary and turn it into an object of desire. It’s almost alchemy: transforming the mundane into the aspirational. To most people, a hair dryer or a straightener is just a functional tool. Yet, brands like Dyson and GHD have turned them into objects of desire, realising limited editions that suddenly elevate them to the status of luxury items which sell out in days. Behind these launches lies a masterclass in marketing, scarcity and aspiration. Over the past few years these two brands have rewritten the rules of beauty tech. They have blurred the line between utility and indulgence, creating products that are as much about experience as they are about performance. Dyson didn’t just design a hair dryer, they have created a sleek, stylish tool object that feels as nice to look at as it is to use. GHD , on the other hand, transformed the straightener into a symbol of confidence and sophistication. Somehow, bot...