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Victorias Secret prefers to strut its stuff on TV

Limited Brands’ Victoria’s Secret is thriving using a marketing strategy that seems more Mad Men-era than from the age of Twitter.

While other big brand retailers try to hone their social- media skills, the intimate-apparel chain is creating excitement with a network TV holiday fashion show featuring young women wearing Swarovski crystal-decorated lingerie strutting down a runway in six-inch heels.

The show, in its second decade, serves as the cornerstone of an efficient marketing machine. Last year, the special received its highest rating since at least 2002, with 11.5 million viewers. Most viewers are women.

The approach is paying off. Victoria’s Secret’s sales have risen 7 percent in the past three quarters to USD4.33 billion after posting a record USD6.1 billion in revenue for the year through 28 January. It’s the biggest of Columbus, Ohio-based Limited’s brands, followed by Bath & Body Works.