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Victoria's Secret Fashion Show: from $12 Million to $5 Billion

By FashionUnited

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It took 21 makeup artists, 19 hairstylists and…$12 million US to

put together this year's Victoria's Secret Fashion Show. But it pays off, as Victoria's Secret, founded in 1977, last year raked in net sales of $5.5 billion.

The runway show started in 1995 as a modest proceeding at the Plaza Hotel in Manhattan on a budget of $120,000 (£77,000). It has been televised regularly since 2001, when ABC first put it on. CBS has had the show since 2002 but did not air it in 2004. The TV special is designed to send consumers to the web or the company's 1,000-plus retail outlets, just in time for the holiday season. This year’s event cost $12million (£7.7million) and included performances from Jay-Z, Kanye West, Nicki Minaj and Maroon 5. And it works: Victoria's Secret, founded in 1977, last year raked in net sales of $5.5 billion. "It's the only one-hour network show dedicated to a single brand," says Monica Mitro, executive vp brand communications and events and a 17-year veteran of Victoria's Secret. "It puts our brand in front of millions of people around the world during the crucial holiday period."

CBS licenses the show from Victoria's Secret for slightly more than $1 million, well below the $20 million it pays for the Grammys. The show is not exactly a ratings blockbuster -- 9 million viewers tuned in last year, compared with nearly 27 million who watched the Grammys this year -- but it does bring younger viewers to CBS; more than half of the 2010 audience was in the 18-49 demo.

"We are a big-tent broadcaster. We want everybody," says Jack Sussman to Hollywood Reporter, executive vp specials, music and live events at CBS, who oversees production of the show. "This diversifies our portfolio of specials."

Broadcast in more than 180 countries, the $12 million made-for-TV-event attracts the world's top models and features A-list musical guests. And it's all designed to burnish a brand that peddles fantasies to everyone from teenagers to suburban housewives of America.

Victoria's Secret