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The Secret of Victoria's Success

Boot Camp feature for Wednesday, February 3, 1999

Did you notice how many ads during the Superbowl this year were for web sites? I'm Fred Fishkin with Bootcamp, a report on computers and technology. Yes, the Internet has really arrived when companies like monster.com and hotjobs.com spend all that money for Superbowl commercials. And then there was Victoria's Secret (sound) which used a commercial to promote a live webcast of its annual fashion show...

"It just said, the Broncos won't be there. The next slide said the Falcons won't be there. The third slide said ...you won't care. And from there it went directly into footage from last year's fashion show."

Ed Razek of Intimate Brands says within an hour, victoriassecret.com had logged a million hits...

"It was just off the charts. And probably the biggest collective web site hit in history. And more important, I think the biggest behavioral modification in terms of entertainment behavioral modification in history. To get a million people to get up from the biggest sporting event of the year and go do something else, I just thought that was incredible."

Men, no doubt, suddenly remembered that Valentine's Day was just two weeks away and hurriedly decided to do some online shopping. The company has unlocked the secret to successful e-commerce...

"When we started the web site about two months ago, at the beginning of December, in the first six hours we got orders from 37 countries."

Who says men aren't interested in fashion.