Victoria’s Secret did not let its large Instagram following go to waste during the airing of the brand’s popular fashion show on Tuesday night, with users able to shop the featured items in real time.

The lingerie manufacturer spiked sales during its broadcast of this year’s fashion show by sharing images of featured looks from the runway on its Instagram feed. Followers were able to click a link in its bio to continue on to purchase at a dedicated Web site.

“Beautiful photographs and video of supermodels wearing lingerie are key to selling Victoria’s Secret’s products and Instagram is one of the best platforms for visual promotions,” said Todd Werden, vice president at Boston Retail Partners. “Featuring images live from the fashion show captures customer engagement at the point-of-interest, which many inspire impulse purchases.

“It is a perfect marriage of entertainment and shopping.”

Shop the look
Before, during and after the television event took place on December 8, Victoria’s Secret shared professional photos from the runway and behind the scenes on its Instagram feed. The content not only generated hundreds of thousands of likes and engagement, but also monetarily helped out.

Users interested in purchasing any of the featured apparel can click on a link in the bio page of Victoria’s Secret Instagram. The link will bring customers to a shoppable site, featuring pictures and apparel seen on its Instagram.

The Victoria’s Secret Fashion Show has become a staple during the December month, which allows the brand to make the most out of holiday sales. Victoria’s Secret is not letting any potential opportunity to drive sales this season past it by making featured products readily available to consumers.

Shoppable feeds is a trend that emerged recently during this year’s New York Fashion Week, with ready-to-wear brands streaming their runway apparel through social media and mobile platforms while also including commerce options, bridging the gap between sales and the catwalk and diminishing the exclusivity of the event (see more).

Holiday sales
While the Victoria’s Secret Fashion Show is a buzz worthy event, featuring apparel as pieces of art, the show’s goal is first and foremost to drive sales. Social media and mobile open up that opportunity, allowing apparel to become more readily available in terms of sales.

Victoria’s Secret also demonstrated the key role that SMS contests can also have during the holiday shopping season by helping engage loyal audiences and maximize sales (see more).

“Victoria’s Secret’s active participation on leading social media networks helps attract younger followers that will continue to expand its customer base,” Mr. Werden said. “Instragram is extremely popular among women under the age of 30, which is the new generation of brand enthusiasts for Victoria’s Secret.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily