Victorias Secret Pink: Keeping the Brand Hot Case Summary

This case explains the general strategy employed by Victorias Secret to acquire a new segment of customers through the introduction of its brand Pink. Pink is a line of loungewear (sweatpants, T-shirts, pajamas, bras and panties, pillows and bedding) targeted toward 18-30 year old females. The garments feature comfortable cuts and mostly cotton fabrics in bright colors. New garments are introduced every three or four weeks. The image is one of cute and playful versus the more overtly sensual image of the core brand. The case highlights the different promotional approaches that Pink managers are taking in contrast to those of the core brand. This is a lifestyle brand. The Victorias Secret chain has been a big driver of financial success for Limited Brands (parent company), and Pink is expected to be a big part of Victorias Secrets sustained growth. Not only does it give the chain a new set of customers, but it brings in customers at a younger age who will then graduate up to the Victorias Secret core brands. The ethics of the Pink strategy are considered in detail.

Question
1. Analyze the buyer decision process of a typical Pink customer.

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 customers recognition of need may also affect other phases of the buyer decision process. These include promotional information from the company itself, wordof-mouth information from friends/acquaintances, groups, lifestyle, status, and selfconcept. 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 used for evaluating alternatives vary widely. Thus, it is difficult to illustrate what the typical Pink customer might do for this phase. However, one thing is consistent across individuals as they go through this phase. Consumers compare the option(s) in question to a set of criteria. Thus, if potential customers are looking for a pair of sweats that they can use for marathon training, the criteria will likely be much different than if they were looking for a pair of sweats to wear in social situations. Potential Pink customers might be looking for something that is comfortable, fashionable, casual but dressy enough to wear to class/out shopping, priced within a certain range, etc. Potential Pink customers might compare the Pink brand to one or more other brands on this set of criteria, or they might consider the Pink brand in isolation relative to the criteria. This will depend on factors already discussed in the first two steps of the buyer decision process. Purchase decision: The potential Pink customer will choose Pink if the article under consideration meets the criteria better than any other option. There are additional considerations that may pop up at this phase, including the opinion of friends and unexpected changes to any of the factors considered during evaluation of alternatives. Post purchase behavior: During this phase, consumers form impressions that will have an effect on future purchase and word-of-mouth. Much of this boils down to the concept of satisfaction: How do consumers perceive the products performance relative to their expectations prior to purchase? Pink customers expectations could be based on things

already mentioned in the previous steps of the buyer decision process. If they are confirmed or exceeded, then the consumers develop some level of satisfaction or delight. They then are more likely to spread positive word-of-mouth and purchase again. If the Pink customers expectations are not met, they are then dissatisfied.

2. Apply the concept of aspirational groups to Victorias Secrets Pink line. Should marketers have boundaries with regard to this concept? Trend setting young Hollywood personalities (Lindsay Lohan, Ashlee Simpson, Sophia Bush) have been roped in to endorse the PINK brand. Celebrities like them are definitely a part of a potential aspirational group for consumers who aspire to be just like them. Another aspirational group consists of teens and young girls who are now found to be in a hurry to transform into mature lifestyles in keeping with their older counterparts. Then again there are tweens consumers beyond the targeted groups who with or without their mothers are visiting Victorias secret stores to buy Pink items. Young tweens view older teens as an aspirational group. With respect to tweens I feel that yes, the marketers should have boundaries because some of the products offered under this brand are inappropriate for children of that age. These children are heavily influenced by MTV and teen magazines and what the celebrities are wearing. Social groups have often criticized the practice adopted by Pink in addressing the weaknesses of youngsters by encouraging and luring them into adopting extremely adult lingerie and undergarments with the Pink label. They have accused the marketing companies of exploiting such traits in teens and depriving them of their childhood lifestyles (Burnett).

3. Explain how both positive and negative consumer attitudes toward a brand like Pink develop. How might someones attitude toward Pink change? Consumer attitudes are a composite of a consumers (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some objectwithin the context of marketing, usually a brand, product category, or retail store. If the brand can be related to what the consumer aspires to do

and achieve in terms of what is hot and cool, or fashionable and stylish in keeping with the tastes and patterns of peer groups, a positive attitude towards it will develop. Also if a consumer has purchased this brand before and found it to be a good value they will continue to patronize the product. A negative attitude towards Pink arises amongst some people in the same way. If you purchase Pink and a good friend gives you a negative review you will most likely be reluctant to buy it the second time. If you had a bad shopping experience while buying this brand, you might turn negative. A negative approach towards the brand will also develop when consumers start disassociating themselves due to its changed nature, or if it is portrayed by PR and Ad agencies as not keeping up with their aspirations. Marketers such as Victorias Secret are constantly trying to influence consumer attitudes (persuasion) by affecting such factors as those listed above. They may have a difficult time changing such attitudinal factors as hating mall stores, but they can certainly take advantage of following popular trends (bright colors and soft cottons) or placing products with popular celebrities (Burnett).

4. What role does Pink appear to be playing in the self-concept of preteens, teens, and young adults? Self-concept is based on how consumers perceive themselves as well as how they think others perceive them. When shopping for fashionable clothing, we are very sensitive to the kind of impression it leaves on others and what they have to say about the way we look. The role that Pink plays in the self-concept may vary across the three mentioned groups. For preteens who are very concerned about growing up quickly, the brand may help such consumers perceive themselves as being more mature. For teens, the issue might be much more oriented around wanting to fit in and wear what the in-crowd wears. For young adults, the self-concept may be more individualistic and self-expressive. Customers may purchase Pink as a means of selfexpression (Burnett).