Monet Thomas-Anderson Dr.

Massad Consumer Behavior 12/09/10 Victorias Secret: Miraculous Push-Up Bra

Victorias Secrets Miraculous push-up bra was introduced in November 2010. Victorias Secret claims that the bra instantly add two cup sizes to the bust size. Victorias Secret has even come out with a new Miraculous bikini, which also claims to add two cup sizes to the bust size. In the American culture, enhancement of the actual self by use of cosmetic makeups, plastic surgery and weight loss gimmicks has plagued our society for most of the 20th century. Studies have shown that the ideal female body shape is a 36 inch bust, with a 26 inch waist and a 36 inch waist (Kamuri). Although the average bust size in American is an ideal 36B; many women feel as if that is not large enough anymore (Breast Options). Since a larger bust is seen to be attractive in the American culture, women flock to enhance this feature among others. This need for enhancement motivates many consumers to purchase this new wonder bra. The symbolic value of the Miraculous bra relates to the glamorous lifestyles of supermodels and celebrities. Supermodels and celebrities are adored for their extraordinary shapes and figures and many women yearn for this same ideal shape. Although many women cannot afford the expensive plastic surgeries to look like their idols; they will opt for cheaper alternatives such as push-up bras (to enhance the bust size), girdles (to slim the mid-section) and

paddy underwear (to enlarge their derriere). Victorias Secret has implanted in our minds that it is acceptable to enhance or alter what we, as women, already have. Of the many subcultures that convene in the USA, the two major subcultures that would view this product very differently would be feminist and cleavagely challenged women. Feminists would suggest that this product was absurd and invented by men to disgrace the natural beauty of the female body (Marcotte). While women whom were less endowed in the bust would suggest that this product is merely an avenue to boost their confidence while, saving money from plastic surgery. Also women with very large breast would not view this as a desired product because this product is meant to enhance the appearance of small breasts. Women with very large breast would probably look for a product with support as well as full coverage. Preteen females through their adolescent years (11-15 years old) are typically not a demographic targeted for the Miraculous push-up bra. In many reviews the consumers suggest that in order for the bra to fit comfortably and without gaps you have to at least have a 32B bust size (Megs Makeup). The average preteens bust size is barely a 30A, since they are still developing. Therefore this bra would not have much volume to uplift. Another demographic that is not openly targeted for this bra is the older generations. The women of the G.I Generation (1901 to 1924) and the Silent Generations (1925 to 1945) often look for support and full coverage. This Miraculous bra offers a lot of support but very little coverage, since the main objective of this bra is to highlight the cleavage. The demographic segmentation for this product would include 18-35 year old women. Geographic segmentation based on location is inconsequential because

Victorias Secret (VS) has a user-friendly website which even offers international shipping. The psychographic segmentation would include body-image conscious women, while the sociocultural segmentation would be geared towards women who are financially stable because VS products are often a bit pricey. User-related segmentation would include VS Angel cardholders. Victorias Secret Angel Card is an exclusive credit card for brand loyal customers. Benefit segmentation would include women whom would like a more aesthetically pleasing bust line. The two most critical factors are demographics and benefit. If I were in charge of the market segmentation for this product, I would focus my resources on these two critical factors to push the product. The most critical diffusion element is the observability of this product. The observability of a product in terms of a marketing diffusion model is the degree to which the results of the innovation are visible to others. With the Miraculous push-up bra, other people can see the dramatic change in the bust appearance of the individual that is wearing the bra, which will in-turn entice other consumers to desire these same results. The trailabilty of this product also allows for a faster diffusion process, because Victorias Secret has a lax 90-day return policy. The complexity of this product is quite low since it is worn just like any other bra on the market; however the compatibility of this product is quite high. Many people believe that this bra is used to deceive the men that the bra initially attracts. Therefore, the use of this bra is sometimes referred to as socially unacceptable. Even though compatibility is an important factor to determine the rate of adoption; this product will overcome this obstacle due to its benefit to the consumer.

Innovators are often referred to as the trendsetters of a market. They are often social, high in social class, financially stable and benefit largely from the product (Rogers). With respect to this product, the innovators (first buyers) are 18-35 year old women that have a large dissatisfaction with the size of their bust. The key obstacle to overcome in order to market to them is the compatibility of the product. Victorias Secret should empower these women to take control of their resources and achieve a look they can be satisfied with. Figure 1 illustrates the diffusion model of the VS Miraculous push up bra. The early adopters for this product will be Angel Card holders. These individuals will have an incentives to purchase this expensive buy (more money spent = more discounts in the future). The early majority will included women looking for a specific bra for a specific occasions (like a night-out bra). The late majority will encompass the boyfriends and husbands of frequent Victorias Secret shoppers. The nature of the need, the cause of the tension, the drive to find a solution and the behavior upon finding a solution is all relative to the consumer. However, many women that purchase this product will have a similar need. The need that motivates the consumer behavior to purchase this product will relate to their discontent for their physical appearance. The tension from this need will result from the attractiveness of other women will fuller busts. This tension will motivate a drive to find a solution to help modify their less than glamorous bust line. The behavior that results from this drive will be to purchase the Miraculous push-up bra. The need to revamp their bust line is a secondary need. A secondary need is a want or desire that is taught by society; while, a primary need is intrinsic to human beings (Business Dictionary). The goal to beautify ones bust is a generic goal, while the goal to

beautify ones bust using Victorias Secret: Miraculous push-up bra is a product specific goal. A positive motivation to buy a Victorias Secret: Miraculous push-up bra is to achieve a more voluptuous bust line; while, a negative motivation to buy a Victorias Secret: Miraculous push-up bra is to not have such an unsightly bustline. This need for a Victorias Secret: Miraculous push-up bra relates to Maslows esteem need.

Three specific traits of interest to marketers of the VS Miraculous push-up bra would be social boldness, openness to change and perfectionism, which are personality traits from Raymond Cattell's 16 Personality Factors. Social boldness relates to the tendency to seek social interaction in a confident, fearless manner, enjoying challenges, risks, and being the center of attention. Openness to change relates to the tendency to experiment and try new innovations (Fehriinger). Perfectionism is a personality trait that expresses the tendency to gravitate towards perfection (Fehriinger). In order to measure these traits in the consumer, the sixteen personality factor questionnaire could be administered. This is a multiple-choice questionnaire in which the responses are quantified based on a series of computer system then fundamental personality traits are derived (Fehriinger). A brand personality is often assigned based on the consumer experiences with the brand. The brand personality should reflect that of the target audience. In order to express this personality, the marketers in charge of marketing for the VS Miraculous push-up bra would use celebrities that portray these personalities in the advertising. Figure 2 displays the perceptual positioning of Victorias Secret: Miraculous Push-up bra amongst its competitors. The major competitors for the Victorias Secret:

Miraculous push-up bras are Fredericks of Hollywoods Smooth Sensation Bra Collection and Targets Gilligan and OMalley Convertible Push-Up bra. The bras which are a part of Fredericks of Hollywoods Smooth Sensation Bra Collection add one cup size and add maximum lift and support. While, Targets Gilligan and OMalley Convertible Push-Up bras offers a small lift and has hooks to offer a more intense lift. The Smooth Sensation bra retails at $34.00; while, the Gilligan and OMalley Convertible Push-Up bras retail at $12.99. Alex Banduras social learning theory may be the best cognitive learning theory to be applied to the marketing of this product. In all of the Victoria Secret ads for the Miraculous Push-up, they depict scantily-clad women proudly strutting their stuff in the bras. In the social learning theory, Bandura believes that people learn from one another, via observation, imitation, and modeling (Social Learning Theory: Bandura). The consumers that watch these commercials associate the bras with the confidence that the models convey. The peripheral route of persuasion is used to market this product.

Appendix 1: Figure 1: Diffusion Model of Victorias Secret Miraculous Push-Up

Figure 2: Perceptual Positioning Chart of Competitors Products

Works Cited 1. Kumari, Kalpana. Perfect Female Body - Ideal Body Measurements For Women. Buzzle. Retrieved 10th December 2010. <http://www.buzzle.com/articles/perfect-female-body-ideal-body-measurementsfor-women.html> 2. Whats the average breast size? Breast Options. Retrieved 10th December 2010. <http://www.breastoptions.com/average.html> 3. Marcotte, Amanda. Pre-Feminist Friday post: How headscarves, pantyhoses, and push-up bras are all the same thing. Pandagon. Retrieved 10th December 2010. <http://pandagon.blogsome.com/2007/04/05/pre-feminist-friday-post-howheadscarves-pantyhose-and-push-up-bras-are-all-the-same-thing/> 4. Megs Makeup. I tried the MIRACULOUS bra from Victoria's Secret.... <http://megsmakeup.com/forums/i-tried-miraculous-bra-victorias-secret> 5. Rogers, E.M. (1976). New Product Adoption and Diffusion. Journal of Consumer Research, 2 (March), 290 -301 6. Secondary needs. Business Dictionary. Retrieved 9th December 2010. <http://www.businessdictionary.com/definition/secondary-needs.html> 7. Fehriinger, Heather M. Contributions and Limitations of Cattell's Sixteen Personality Factor Model. Rochester Institute of Technology. Retrieved 9th December 2010. <http://www.personalityresearch.org/papers/fehringer.html> 8. Social Learning Theory (Bandura). Learning Theories. Retrieved 10th December 2010. <http://www.learning-theories.com/social-learning-theory-bandura.html.>