Preview

Victoria Secret: the Pink Line

Better Essays
Open Document
Open Document
1479 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Victoria Secret: the Pink Line
Victoria Secret: The Pink Line
BUS 330
17 January 2011

1. According to Victoria Secret’s marketing department, their sub store, The Victoria Secret PINK Line, is for the casual college student and is used ideally as sleepwear. The clothes are very comfortable and relaxed. A non fashionable teen to young adult is Victoria Secret’s supposed target market. However, with tweens and teens becoming more mature at a younger age, they too are finding the brand to be a suitable replacement for kiddy style clothes.
Need recognition: This can come from internal stimuli (basic needs such as hunger, thirst, protection) or external stimuli. Considering that people do not purchase fashion brands based on such needs as, “I am cold/naked and need protective covering,” this first step is likely to be based on external stimuli. Note that the factors that influence a potential Pink customer’s recognition of need may also affect other phases of the buyer decision process. These include promotional information from the company itself, word-of-mouth information from friends/acquaintances, groups, lifestyle, status, and self-concept. Consumers are likely to filter some bit of information from one of these sources in recognizing that they need a clothing item that is fashionable, trendy, and hip.
Information search: Again, this can be internal or external. However, the nature of internal/external influences is different for this phase. Potential Pink customers could draw from either source. They draw from internal (i.e., experiential) sources (their own knowledge based on previous experience or exposure to product information) based on how familiar they are with the brand. For those very familiar with the brand, frequent purchasers, they may not gather information beyond internal information. However, many will draw from external sources, including friends and acquaintances or company advertising/point-of-purchase displays/sales people.
Evaluation of alternatives: Methods



References: Kolter, Philip, & Armstrong, Gary. (2010). Principals of Marketing. Upper Saddle River, New Jersey. Pearson Education, inc. www.VictoriasSecret.com www.VSpink.com

You May Also Find These Documents Helpful

  • Good Essays

    This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.…

    • 1767 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    lululemon

    • 2143 Words
    • 9 Pages

    The Lululemon marketing plan for 2010 includes recommendations and goals for the Lululemon brand, as well as goals for the newly proposed male brand Outer Muscle. Main objectives include:…

    • 2143 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Consumer Behaviour

    • 1997 Words
    • 8 Pages

    This essay critically reviews and discusses regarding the potential consumer needs and motivations that relate to a specific brand of Christian Louboutin’s lipstick-red soles. It then further discusses several definitions and theoretical concepts in order to assist and support the main evidence of: (1) how the needs and motivations of consumers are being linked to the luxury brand product as well as how it influences the purchase decision making process; (2) the analysis between generic goals and product-specific goals; (3) whether consumers are being rationally or emotionally motivated throughout the decision making; (4) how the marketing campaign that is being applied in Christian Louboutin motivates different types of arousal. The data and information used as evidence have been collected from published reports, articles, internet, and academic journals. This review also provided a concise recommendation as to whether it is more appropriate to apply positive or negative motivation in highly competitive fashion industry.…

    • 1997 Words
    • 8 Pages
    Powerful Essays
  • Better Essays

    A typical Pink consumer uses personal influences to make purchase decisions. For example, this line of clothing is basically geared toward college coeds, who are usually seen sporting “loungewear” in daily life. Pink consumers are able to take their personal sense of style to the next level by wearing clothing that better suits their personalities. In this line, loungewear has been redefined by the use of bright colors, stripes and polka-dots;…

    • 1365 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Brand Foundation

    • 513 Words
    • 3 Pages

    Product: Victoria’s Secret sells a very wide variety of products, not just unmentionables. They sell bras, panties, t-shirts, tank tops, swim wear, shoes, hoodies, CD’s. makeup, perfume, lotion, even book bags and school supplies.…

    • 513 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Color Plus is not doing well in Raymond store which is situated on Mount road. I took up this topic as my project because Color plus is very well known brand and widely known for its innovative techniques in spite of all this it is not doing well created a interest to know the reasons behind it.…

    • 3536 Words
    • 15 Pages
    Powerful Essays
  • Better Essays

    Over the past few decades, there has been a growing interest in the field of buying behaviour, especially the differences between males and females. Engle et al. (1991) had divided buying behaviour into five stages, which are problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Furthermore, clothing has become an important part of daily life. However, males are partly different from females when they choose clothing.Therefore, it can be more effective if marketers use different strategies which depend on those differences. This assay will first combine these five stages into three parts, and then explain that females and males have varying degrees of difference in these three parts, at last will suggest different strategies for marketers.…

    • 1392 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    h&mmmm

    • 419 Words
    • 2 Pages

    They typically shop at four or more stores. These females consider themselves fashionable/trendy and are looking to update their wardrobes with current trends. They want their style to be unique and consistent with their own personal self-expression, but still adhere to current-season trends. The target audience wants quality clothing that lasts seasons beyond its purchase date and demands fast-fashion in order to keep up with current trends. Moreover, these women are looking to purchase affordable, fashionable clothing and want to expand on their current wardrobe with clothing, accessories, purses, and shoes to provide them with a variety of looks. The consumers…

    • 419 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    awareness about the personal care and growing fashion trends are expected to drive the market for color…

    • 856 Words
    • 5 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Market Plan

    • 349 Words
    • 2 Pages

    2. Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should markets have boundaries with regard to this concept? Aspirational group in this case will be "tweens" and some women much older than 30. Their purchase is considered to be a risk to Pink line's young, hip and fashionable image. I believe that markets should have boundaries for the tweens because I believe the merchandise is inappropriate for children of that age. I believe that they should cater to women older than 30 buy because older women are in these are trying to look and feel younger.…

    • 349 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Diamond, E. (2004). The Fashion Consumer: Identification and Analysis. Fashion Retailing: A Multi-Channel Approach (2nd ed.) Retrieved February 5, 2015, from http://www.prenhall.com/divisions/ect/app/Diamond_temp/source_files/dia76827_ch04.pdf…

    • 3663 Words
    • 12 Pages
    Best Essays
  • Satisfactory Essays

    Victoria S Secret 2

    • 750 Words
    • 6 Pages

    Hatice TECİR & Duygu KORKMAZ Overview • • • • • • • • • • • • • History Why it was started Mission, vision and values Market competitor analysis Swot analysis Target market Customer analysis Market segmentation Brand, Product and Company Positioning Growth strategies Differentiation strategies Marketing mix strateies Future expansion History • Victoria’s Secret was started in San Francisco in 1977 by a Stanford Graduate School of Business alumni Roy Raymond FUN FACT:…

    • 750 Words
    • 6 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Consumer behaviors are affected by different stimuli, including marketing strategies. It influences the buyer’s black box, which are buyer characteristics and decision process. For fashion brands, they usually utilize different marketing strategies in order to adapt or influence social, personal, cultural and psychological factors that affect buyer’s black box and therefore their purchase decision.…

    • 536 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Victoria's Secret: Pink

    • 1149 Words
    • 5 Pages

    Need Recognition: This come from internal stimuli (Maslow Theory) or external stimuli. The people do not only purchase Victoria’s Secret brand base on psychological needs, but self-esteem. They want to express “the secret of woman”. Besides that, the customers who buy Victoria’s Secret are in middle and…

    • 1149 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Consumers

    • 418 Words
    • 2 Pages

    Evaluation of alternatives-Consumers also evaluates various alternatives available in the market. An individual after gathering relevant information tries to choose the best option available as per his need, taste and pocket. A marketer should have knowledge about alternative evaluation. That’s how marketers will know that while buying a product consumer uses information to evaluate the brands and quality of product. A brand plays an important role while buying a…

    • 418 Words
    • 2 Pages
    Good Essays