Victoria's Secret Pink Case Study

Вставка рисунка

• What is Victoria’s Secret Pink?

• The buyer decision process

• The concept of aspirational groups

• Positive and negative consumer attitudes toward Pink

• The role of Pink in the self-concept of preteens, teens, and young adults

Contents

Introduced in July 2004

Largest segment of Limited Brands

Products: loungewear, underwear, accessories

Target group: 18-30 year old fashionable

females

Lifestyle brand

Victoria’s Secret PINK

Buyer decision process

Step 1: Need recognition

based on external stimuli

they need a fashionable clothing 5

2

3

4

1I want a

trendy bra

Buyer decision process

Step 2: Information search

personal source, commercial

source, public source and etc  5

2

3

4

1

Buyer decision process

Step 3: Evaluation of

alternatives

visiting shops of several brands

and compare the prices, quality

and the design 

5

2

3

4

1

Buyer decision process

Step 4: Purchase decision

can be Influenced by the attitude

of others and unexpected changes 5

2

3

4

1

Buyer decision process

Step 5: Postpurchase behavior

most of the customers are satisfied

5

2

3

4

1

Aspirational groups

Teens

Pre-teens

Tweens

Mature

women

18-30

years

old

Should marketers have boundaries with regard to this concept?

It makes a negative impact to

the general public:

some individuals would

feel as they left out

Consumer attitudes

POSITIVEHot

Cool

Fashionable

Stylish

Popular

NEGATIVE

When consumers

start disassociating

themselves due to

its changed nature

What role does Pink play in the self-concept of preteens, teens, and young adults?

more maturemore oriented around more individualistic

and self-expressive