Would you go to a Halloween party full of sparkle and angel wings? While I’m sure there are plenty that happen every year, Victoria’s Secret would like you to buy your costume from them this year. Tim Feran of The Columbus Dispatch asked me to comment on Victoria’s Secret’s recently announced move.
Halloween isn't just for kids anymore and Victoria's Secret is looking to get in on the fun with a line of costumes for the holiday season.
As a Columbus Dispatch piece points out, Victoria's Secret will be following costume shops, Frederick's of Hollywood, Playboy and others in getting in on a big business opportunity.
"Halloween has become much more of a grown-up activity and there are all sorts of merchandise product opportunities," Chuck Palmer, owner of Consumer X Retail and RetailWire BrainTrust panelist, told the Dispatch. "I'm not surprised Victoria's Secret would want a piece of that."
Numbers from the National Retail Federation show sales of costumes to adults and older teenagers began growing in 2005 until being hit by the Great Recession. Young adults spent just under $70 per person on Halloween last year versus $80 in 2008.
Victoria's Secret has not provided details on what its Halloween line will look like, but Mr. Palmer expects they'll avoid getting too risque.
"They'll probably be more fantasy-oriented, like you see in the runway show, and maybe play off the angel wings," he said.
I think it's interesting that the product will be in all channels. When Tim Feran of the Dispatch asked me to comment, his info pointed to just the direct channels--web and catalog. Having it in the stores adds a different dimension.
We all know consumer behavior is different in-store than it is online. I'll be interested to see how they present this in ads, promos, visual display and online.
And, yes, I'd go to that party.
Chuck Palmer
ConsumerX
customer-centric retail strategy
614.562.9315 | cxChuck@ConsumerXretail.com
Chuck Palmer's RetailWire BrainTrust Blog
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