Auckland International Campus: Victoria's Secret Event Critique

This report provides a critique of the Victoria's Secret Fashion Show held in Shanghai, focusing on event planning and management aspects. The report details the operational overview, timeline of activities, sponsorship and funding, budget planning, and participation. It highlights the event's success in engaging international audiences, enduring cultural diversity, and creating job opportunities. The analysis covers venue selection, safety issues, registration process, and media analysis. Recommendations are made for improving sponsorship, budget management, and promotion. The report concludes with insights into the high achievement promotion and the world-class experience of the event, emphasizing the benefits and outcomes achieved. Desklib offers similar solved assignments and past papers for students.

Running head: EVENT PLANNING AND MANAGEMENT
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EVENT PLANNING AND MANAGEMENT
[Author]
[Institution]

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EVENT PLANNING AND MANAGEMENT
EXECUTIVE SUMMARY
This report is based on the topic of event planning and management. In order to align
with the topic, the report has opted for the fashion show conducted by Victoria’s Secret. This
event of fashion show has been conducted at Shanghai in China for promoting the products and
enhancing the market reputation of the company of Victoria’s secret. The world-famous fashion models
were hired for promoting the brands and the products of the company. The show was also featured by the
PINK spokes-models who are such as Zuri Tibby and Grace Elizabeth. .In the year 2017 on 20th
November, this fashion show was held in Shanghai. At first, the event managers set the venue of the final
show of the Victoria's Secret and the venue was decided at Mercedes-Benz arena in Shanghai. The vent
has targeted the international audiences and the total audiences had been estimate4d about 4.9 million.
The Mercedes-Benz arena in Shanghai had been chosen by the organizers of the Victoria’s Secret as this
place is the heart of China and very populated area. If the program is conducted in this area then the event
show can engage more audiences and for this reason, more profit can be achieved. A great success had
been achieved by the show of Victoria’s secret. The event has successfully endured cultural
diversity. Moreover, it has made ample involvement of stakeholders and numerous job creations
as well. Several social media platforms have been utilized to promote the event. However, the
event should provide proper information, make a proper estimation of the audience and should
promote eco-friendly products.

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EVENT PLANNING AND MANAGEMENT
Table of Contents
Introduction to the event:.................................................................................................................4
Operational overview:.....................................................................................................................4
Timeline of the activities:................................................................................................................5
Sponsorship and funding review:....................................................................................................7
Recommendations for the sponsorship:...........................................................................................7
Budget planning of the Show:.........................................................................................................8
Participation:....................................................................................................................................9
High achievement promotion:.......................................................................................................10
World class experience of the event..............................................................................................10
Benefits..........................................................................................................................................11
Media analysis:..............................................................................................................................14
Promotion and marketing:.............................................................................................................15
Recommendation and conclusion:.................................................................................................16
References:....................................................................................................................................18

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EVENT PLANNING AND MANAGEMENT
Introduction to the event:
This event management is based on the fashion show of Victoria’s secret. Victoria’s secret is the
company where the fashionable sleepwear and lingerie are sold. This event of fashion show has been
conducted at Shanghai in China for promoting the products and enhancing the market reputation of the
company of Victoria’s secret. The world-famous fashion models were hired for promoting the brands and
the products of the company. The show was also featured by the PINK spokes-models who are such as
Zuri Tibby and Grace Elizabeth. .In the year 2017 on 20th November, this fashion show was held in
Shanghai. The exact venue of this show was Mercedes-Benz Arena. Before the year 2017 this event has
been held for several times it is going from the year 1995 (Wasserstein, 2017). In Asia first time the
fashion show of Victoria Secret was held in the year 2017. The musical program was conducted in the
show and in the musical program Harry Styles, Leslie Odom, Jane Zhang, and Miguel have performed.
This event show was segmented into 6 stages which are such as Segment-1 is featured by Punk Angels,
Segment-2 is featured by Porcelain Angels, Segment-3 is featured by A Tale of Winter, Segment-4 is
featured by Millenial Nations, Segment-5 is featured by Nomadic Adventures and Segment-6 is featured
by Goddesses. The last of this event was 28th November in the year 2017 (Wasserstein, 2017).
Operational overview:
Without Gigi Hadid and Katy Perry, the fashion show of Victoria's secret was held in Shanghai.
The annual program of this show was conducted in Shanghai and there the event organizers had faced the
problems due to the regional politics. At first, the event managers set the venue of the final show of the
Victoria's Secret and the venue was decided at Mercedes-Benz arena in Shanghai. The vent has targeted
the international audiences and the total audiences had been estimate4d about 4.9 million. A great success

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EVENT PLANNING AND MANAGEMENT
had been achieved by the show of Victoria’s secret. As this show was featured by a popular musical
program where many famous singers performed thus more audiences had purchased tickets> the show
was televised directly through television. The article of this show was mentioned in the local newspaper
in all over Asian country and for this reason, more audiences were informed about this show.
Timeline of the activities:
This show was started on 20th November in the year 2017 and ended 28th November in that year.
The duration of the conducting the event show is 1 month and the operational activities of the program
were segmented within these 8 days and this segmentation is mentioned below in a table form.
Name of the task 1st Nov-
2nd Nov
3rd Nov-
4th Nov
5th
Nov-
7th Nov
8th Nov-
11thNov
12th
Nov -
16th
Nov
17th
Nov-
20th
Nov
21st
Nov-
23rd
Nov
24th
Nov-
27th
Nov
28th
Nov
Planning for the
event 
Venue selecting 
Catering booking 
Inviting models
and musicians

Nametags
printing

Setting the time
and date of the


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program
Ensuring IT
requirements

Promoting the
show

Completing the
show

Table 1: Timeline of the activities of the show
(Source: Created by author)
Safety issues: In China, the safety issue had not been faced by the organizers of the vent of Victoria’s
Secret. All the safety measurements were taken by the organizers of the event. During the show, the
safety measurements for the celebrities and for the audiences had been taken by the government of China
(Jin, et al. 2017). The fire safety measurement, first aid, and ambulance had been arranged by the
organizers of the event of Victoria’s Secret. However, a safety issue had been faced by 7he organizers of
the event which is overcrowding of the audiences. It has been seen that the overcrowding of the audiences
could not be managed by the traffic system of China.
The registration process of the show: The registration process was done through online. As most of the
audiences came from the international places thus they got registration through online. An online form
needs to be filled up the audiences along with the amount of the tickets. Most of the tickets were sold
through online (Lopes-Teixeira, Batista & Ribeiro, 2018). As the celebrities were invited thus they got
registration by getting the high scale amount.

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Venue analysis: Before echoing a venue the managers or organizers of the event management need to
analyzed the venue by analyzing the capacity of the location, and the location has the proper parking area
or not. The organizers need to also focus on that any multispecialty hospital is there almost near about the
location or not. The facility of internet accessibility needs to be examined by the event managers of the
event management before choosing the particular location (McCormick, 2017). The Mercedes-Benz arena
in Shanghai had been chosen by the organizers of the Victoria’s Secret as this place is the heart of China
and very populated area. If the program is conducted in this area then the event show can engage more
audiences and for this reason, more profit can be achieved.
Sponsorship and funding review:
Sponsorship is very important for making successful the event management. By the sponsorship,
the event manager can have the financial support and based on this financial support the total event can be
organized beautifully. The main sponsor of this show is the company of Victoria’s Secret. However, his
show was sponsored by the fashion house of French which name is Balmain (Su, 2017). Mercedes Benz
also sponsored the show of Victoria’s Secret in Shanghai. Many makeup brands also gave sponsorship to
this show. The Company of Beachwaver is the official hair sponsor of this show. The parent company of
Victoria's Secret is Morningstar sponsored about 14% of the total estimated budget. On the other hand,
it has been also seen that the L Brands has sponsored the fashion show of Victoria’s Secret about 11% of
the total budget of the show (Su, 2017). The main funds of this show are sponsorship.
Recommendations for the sponsorship:
The event of Victoria’s Secret must have more sponsorship so that in any financial crisis the total
situation can be managed. The show must be sponsored by the strong sponsorship. It is very important

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that the total financial support need not to become from all the sponsorship, some financial support must
be arranged by the company itself. The participants of the show must announce the name of the
sponsorship companies so that their brand image can be promoted to the audiences and also to the
international market. The products of the companies who give sponsorship to the event show need to be
used during the show. As the make-up brands provided sponsorship the show thus the make-up products
must be used by the models so that those products can be promoted into the international market.
Budget planning of the Show:
A proper budget plan is very necessary for conducting any event management. By the proper
budget planning, a success can be achieved in the event management. The organizers and managers of the
vent management are responsible for making the proper budget plan of the show.
FIXED COST For total head X 50 PAX X 100 PAX X 150 PAX
Venue Hire 1.9 million 19.0 million 38.0 million 57.2 million
Production 2.2 million 22.0 million 44.4 million 66.2 million
Speakers 2.0 million 20.0 million 40.0 million 60.2 million
Sound 1.5 million 15.0 million 30.0 million 45.1 million
Lighting 2.3 million 23.0 million 46.1 million 69.2mMillion
Catering 3.3 million 33.1 million 66.2 million 99.3 million
Printing 1.9 million 19.0 million 38.0 million 57.2 million
Photography 2.2 million 22.0 million 44.4 million 66.2 million
Staffing 2.0 million 20.0 million 40.0 million 60.2 million
Accommodations 2.0 million 20.0 million 40.0 million 60.2 million
Contingency 2.5 million 25.1 million 50.2 million 75.3million

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Other fees 2.6 million 26.1million 52.2 million 78.3 million
Total Fixed 26.4 million 264.3 million 489.5 million 794.6 million
Variable cost
Catering
3.5 million
Breakfast 1.0 million 10.0 million 20.0 million 30.1 million
Lunch 1.0 million 10.0 million 20.0 million 30.1 million
Dinner 1.01 million 10.1 million 20.2 million 30.4 million
beverages 0.49 million 0.12 million 0.06 million 0.04 million
Total Variables 3.5 million 21.22 million 60.26 million 90.64 million
Total 29.9 million 285.5 million 158.0 million 885.2 million
Table 2: Budget template of the fashion show of Victoria’s Secret 2017
(Source: Wasserstein, 2017)
Participation:
In the show of Victoria's Secret several world famous models and singers had participated. In the
year 2017, the show of Victoria's Secret he main attraction was the performances of Taylor Swift who is a
singer as well as songwriter of America. Apart from the performances of Taylor Swift, several other
musicians had performed in the show such as Neon Jungle, is four-piece girl group of England (Nissinoff,
2017). Jane Zhang had also performed in the show and she is a famous Chinese singer. Junior Leslie
Odom had performed and he is an American singer and actor both. All the famous celebrities had
participated in the show of Victoria's Secret. Apart from the musicians' many world famous had

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participated in the show and the models are such as Elsa Hosk, Sara Sampaio, Jasmine Tookes, Taylor
Hill, Lais Ribeiro, Lily Aldridge, Josephine Skriver, Stella Maxwell and many more (Nissinoff, 2017).
High achievement promotion:
The show was promoted highly in the international market. Basically, regional participants had
not participated in the show as the Chinese people are very much culture oriented. Several international
performers had participated in the show of Victoria’s Secret. It has been analyzed that some of the
regional participants had participated in the program. The main focus of this show was the proper
promotion of the products of Victoria’s Secret Company in the Chinese as well as the international
business market. It has been analyzed that the company has achieved the goals and a great response from
the China market had been achieved by the company (Roberts, 2017). It is seen that the fashionable
products are preferred by the Chinese people and as the company sells the fashionable sleepwear thus the
greatest response from this market had been achieved by the company. The much Chinese fashion
industry has started to sell the products of Victoria's Secret brand. The customers of China are very much
happy about the quality of the product of Victoria’s Secret. Various stores of the products of Victoria’s
Secret have been opened in the China market. A great profit has been achieved from the China market by
selling these products (Gunasekara & Gomez, (2018). It has been also planned by the organizers of the
event that about 7 Chinese models will participate in the next fashion show of Victoria's secret. As China
is a very populated country thus China has been targeted by the company of Victoria's Secret for
promoting the products.

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World class experience of the event
The event organized by Victoria’s Secret has provided the audience with an opportunity
to experience a world-class event. A world-class event needs to analyze the audience to get
success for the event. A cultural program has been conducted by the company in the show, in
which several celebrity figures such as Jane Zhang, Miguel, Li Yundi, Harry Styles and many
more have performed in the fashion show. In addition, the fashion show has provided
constructive information about the company’s products. This provides a world-class feature to
the event.
The show has got immense success by attracting the audience and stakeholders. The
fashion show consisting of the cultural show has attracted numerous people to attend the event. It
has been analyzed that almost 4.98 million viewers were present in the fashion show, which
made the event successful. The viewer’s got informed through the social media and this has
helped to bring their involvement in the vent.
Benefits
The event that has been conducted by Victoria's Secret had contributed to culture and
heritage as well. The designers of the company have been influenced by history. The models of
this fashion show wore numerous native-inspired accessories as well as regalia
(Theconversation.com, 2017). In addition, an introduction of silhouettes, techniques of beading
along with prints of indigenous cultures of Africa had been seen in the Nomadic Adventure
range of products of the company. The incorporation of beautiful tribal designs had been endured
in those products of the company (Theconversation.com, 2017).

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The event also had celebrated cultural diversity. It has been examined that the company
had included different models belonging to different religious and cultural background.
Moreover, the company did not make any discrimination in the complexion of the models
(Businessinsider.com.au, 2018). Each and every model has been provided with equal value and
respect beyond their race, culture, religion in the fashion show. In addition, it is to be stated that
the models were encouraged to walk the runway with their natural hair, which denotes that the
event of Victoria’s Secret had fundamentally celebrated cultural diversity in the fashion show
(Businessinsider.com.au, 2018).
The fashion show of Victoria’s Secret has made an inclusion of models from different
regions. The fashion show had been incorporated into the Asian market. Though the company
has included many worldwide supermodels, still it had spotted its light on the local and regional
designs and products as well. In addition, it is to be stated that many models from China had
been included in this fashion show of Victoria’s Secret. This also made a local and regional
identity.
The event conducted by Victoria’ Secret had imposed a positive impact on the creation of
the job. It is to be stated that Victoria's Secret has secured a reputed marketplace in the footprint
of the Asian retail marketplace. It has been analyzed that the company had opened a location
along with a 12,294 square foot in Chengdu in the month of March (Fashionista.com, 2017).
This denotes that a huge number of people was needed for the new location of the company
defining the employment of employees. The company also had opened a store along with a space
of 25,850 square foot, which also points out the employment had been done by Victoria’s Secret.