Ho Chi Minh International University-VNU

VICTORIA’S SECRET
PINK
 General information
General information
 An American retailer of women’s wear, lingerie and
beauty products.

 The largest segment of publicly-traded Limited Brands.

 Founded in 1977 by Roy Raymond in San Francisco.

 Headquarters: Columbus, Ohio, USA.

 Revenue: $5,604 million (FY 2009).

 Website: victoriassecret.com

 International expansion: Australia, Canada, Singapore,

Russia, Ukraine, Buenos Aries, Argentina ; San Paulo,
Brazil;  Dubai, United Arab Emirates; ; Barbados and
Mexico City International Airport,etc.
Favorite
Product
1995, Vitoria’s Secret Fashion Show is begun to broadcast
primetime on American television.

1999 Victoria's Secret broadcasted its spring fashion show

live via the Internet. More than 1.5 million viewers tried to
log on.

By 2002, 2,300 Victoria's Secret boutiques in the U.S

November 2011, Victoria’s Secret Show 2011 at Miami

beach.
 u y e r de cision
An a l y ze the b o m er
tio n 1 : i n k c u s t
Ques f a t y pical P
proces s o
 Decision process
What makes you decide whether or not to buy certain product or even buy
into certain services mainly depends on inside or outside influences.

These influences are part of our buying schema, what buying behaviors we
have learned taught by : parents or siblings, even friends, this is a type of blueprint
in the recesses of our minds.

Our "buying decision processes" are based on five stages:

Post-purchase
behavior
Purchase
decisions
Evaluation of
alternatives

Information
search

Need of
recognition
 Decision process
A typical Pink customer is a young and
fashionable woman that enjoys
comfortable clothing.

For women who may think that the

Victoria Secret line is too racy or sexy for
them, the Pink line offers a casual
alternative that allows young women to
feel cute and playful.

The Pink brand is typically associated

with and is characterized as an “approach”
product, which is a product that provides
a consumer a form of enjoyment. 
 Decision process
The 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;...
 The exploding clothing  line pink is
“aimed” according to Victoria’s secrets
spokesperson at age group of 18 to 30
years. However, because of the
sophisticated and mature look of the line
“pink” younger ages are starting to take
interest in the product. 

 Reason being the thought process of

the younger girl. Such as the inspiration
to be like the famous stars or even like
there old siblings.
 Advertising
Advertising
Also seeing advertising triggers the
external stimuli. Because the brand is so
recognized there is no need for
“information Search” it may make a
person feel or look older than they are
because of the sophisticated look that
comes with the Pink Line.

The company advising to teens and

“tween” about their purchase and they
advising for their parent.
 Question 2: Apply the concept of
aspirational groups to Victoria Secret ‘s
Pink line. Should marketers have
boundaries with regard to this
concept?
Aspirational group is one
to which the individual
wishes to belong

For example: as when a

young basketball player
hopes to someday
emulate basketball star
Lerbon James and play in
the NBA.
 ASPIRATIONAL GROUPS TO
VICTORIA SECRET’S PINK LINE
• Marketers should have
boundaries with regard to this
concept

• Certainly, the issue of celebrity

endorses as brought up in the
case are part of a potential
aspirational group for consumers.

• In fact, that is one of the main

reasons that such celebrity
endorsers are used
 ASPIRATIONAL GROUPS TO
VICTORIA SECRET’S PINK LINE

• Lindsay Lohan and Sophia

Bush and a host of other
celebs who receive and wear
Pink products.

• Consumers may aspire to be

like such celebrities.
 ASPIRATIONAL GROUPS TO
VICTORIA SECRET’S PINK LINE
Other aspirational groups might include other
consumers who are part of a group to which the
potential Pink customer aspires, such as sorority
members.

Young tweens view older teens as an

aspirational group.

This issue should spark considerable discussion.

Do all corporations have the same right to

employ principles of marketing in the
achievement of their objectives?

Where should lines be drawn in terms of social

responsibility and ethics?
Question 3 : Explain how both positive and
negative consumer attitudes toward a
brand like Pink develop? How might
someone’s attitude toward Pink change?
 POSITIVE ATTITUDE
The Positive consumer attitude
towards Pink’s brand develops
due to creation of lasting
relationships.
 NEGATIVE ATTITUDE
Parents feel that they have to
spend a lot of money annually
buying Pink’s products for the
young consumers.
 ATTITUDE CHANGE
The change of attitude may
either be
Positive whereby more
people will consider buying
the products.

 The attitude may also

change to being
Negative whereby
consumers will feel deceived
through the target market
initially set.
 Question 4: What role does Pink
appear to be playing in the self-concept
of tweens, teens, and young adults ??
VICTORIA’S SECRET
PINK
 Tweens
• At this age, the experts founded that the girl often want to reject

childlike images and aspiring to more mature things associated with

being a teenager.

• It explains the trend toward preteens leaving their childhood earlier

and giving up traditional toys like cars, dolls, etc. for more mature

interest such as cell phone, fashion products, etc.

• Because pink’s product is positioned as cute and playful, it’s not sexy

at all but young, hip and fashionable. Nowadays, pink is playing a big

role in tween’s mind. They often deny buying these item because

they want to seem more grow up instead saying that they simply

liked the clothes. But actually they denied the truth.

 Tweens VS Teens

• In contrast, while 33million teens (ages 12 to 19)

in the US spend more than $179 billion annually
( more than 60% have jobs), the 25 million
tweens spend $51 billion annually and this
number still increase.

• Now, Victoria’s Secret is capitalizing on a trend

know as co-shopping. According to experts,
preteens today are more savvy by the effects of
media. They know what is cute, what is hot, what
is pretty, what is stylish and cool. Therefore, they
more like shopping partner for their moms.

• But a questioned is asked. Is it good if a preteen

go to the Victoria’s Secret store?
 Teens
• According to company spokesman Anthony
Hebron:” it’s what you see around the dorm. It’s the
fun, playful stuff she needs, but it still fashionable”.
It show us how the pink label affects teenagers.

• The money being spent by teens is $170 billion

annually actually spent by their parents or other
family members by giving them credit card and the
result is that most of the decision is this label.

• Although executives at Victoria’s Secret deny

targeting the teens and preteens but the experts
don’t believe it. Teens have become one of its
important components.

• Teens not only want to be cute, active, but also hot,

so pink label is the most choice of these girls.
 Young Adults
 Many young adults don’t want to
see themselves become older and
older day by day, they want
something to make them younger.
The pink label like a way to help
them overcome this problem.

 The pink label has enough

components that these young adult
need. They used childlike imagery to
draw the interest of young adults.

 The fact that Victoria’s Secret is

the first to market with lingerie for
young adult and still the greatest
presence.
Thank You!!!!
 REFERENCES
• http://en.wikipedia.org/wiki/Victoria's_Secret
• http://www.encyclopedia.com/doc/1G2-3401400434.html
• http://www.answers.com/topic/victoria-s-secret