Victoria’s Secret Fashion Show line up coincides with millennial perception boost

Ted MarzilliCEO YouGov Direct
November 06, 2015, 5:49 PM GMT+0

Victoria’s Secret has been making news with its latest lineup of A-list performers scheduled to perform at the annual Victoria’s Secret Fashion Show.

The major retailer announced that Rihanna, Selena Gomez and The Weekend would be performing at the annual show, although Rihanna has since pulled out from the show. The brand has seen a sharp uptick in many YouGov BrandIndex metrics since the announcement particularly for millennials.

The event, which took place in London last year, moves back to New York City in December in time for peak holiday shopping season. Past performers include Ariana Grande, Taylor Swift, Kanye West and Ed Sheeran.

Millennials showed the strongest movement across multiple metrics. Buzz surged and more than doubled for adults aged 18 to 34 from 13 on October 18th to a high of 40 on November 1st. That also represents a high score for 2015 to date. Recommend shifted from 26 on October 18th to 40 on November 1st. Consideration followed a similar path, rising from 18 to 39 over the same period.

For YouGov BrandIndex Buzz score, respondents are asked: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Following the line-up announcement, the Victoria’s Secret Buzz scores for adults 18+ shifted less strongly moving from a score of 12 points on October 18 and reaching 19 on November 1st. That is close to its 2015 high, achieved in February leading up to the Valentine’s Day holiday.