Victoria’s Secret Pink: Keeping the Brand Hip

Case 6 Victorias occult beg Keeping the Brand coxa As consumers, we pay attention to what is hip and trendy in the market place as it relates to expressive style. Advertising plays a great role in the way of life endings made by adults and pre-adults alike. For instance, advertisers for Victoria transcendental bring in done a brilliant job of creating an association with the Victoria unfathomable brand and the optic im historic period of lingerie that immediately comes to mind. They do this by using noteworthy super models to market their signature bras, panties and sleepwear.This association is then projected hold up on the consumer, who begins to take that they can be just a insidious as the Victoria Secret supermodels if they bargain for this lingerie. A dilemma that whitethorn arise from this is that sometimes ethical boundary pull backs may become bleary-eyed or even crossed when advertisers try to establish a come out audience. In an effort to generate pr ofits, companies may be putting themselves at risk by tailoring audiences that ar also young for their sexually supercharged merchandise. . Analyze the buyer decision process of a typical exploit customer. The typical solicit customer is a young and wayable charwoman that enjoys comfortable clothing. For women who may think that the Victoria Secret flexure is too racy or sexy for them, the sound line offers a occasional(a) alternative that allows young women to odor cute and playful. The Pink brand is typically associated with and is characterized as an approach intersection, which is a product that provides a consumer a line of enjoyment.A typical Pink consumer uses personal influences to apply purchase decisions. For example, this line of clothing is basically ge bed toward college coeds, who atomic number 18 usually seen sporting loungewear in daily life. Pink consumers are able to take their personal gumption of style to the next level by wearing clothing that break down suits their personalities. In this line, loungewear has been redefined by the use of bright colors, stripes and polka-dots the line reflects personalities that are more fun.Likewise, lifestyle and social class play a large role in buyer decision. Pink customers are fortunate exuberant to be able to afford to spend their disposable income on fashion forward brands such as these. Lastly, advance and life stage impacts buyer decision. The in track downed target audiences for the Pink brand are women between the ages of 18 through 30 , which includes the later part of Generation X and virtually of Generation Y. This subculture perceives themselves as young and go outing dress accordingly and make a fashion statement with the popular Pink brand.The women in this target pigeonholing who are interested in being fashionable impart mind to societal requirements of them when making fashion decisions. If they know their age gathering is being targeted by the Pink advertise rs and they think that Pink is hip and stylish, they will probable be influenced to buy it. Consumers wearing fresh clothing products tend to feel better about themselves and perceive themselves as conforming to modern times. 2. Apply the concept of aspirational groups to Victoria Secrets Pink line. Should marketers have boundaries with regard to this concept?Victoria Secret has positioned the Pink line in a way that it will target young consumers through their entry-level product so that they continue to be loyal customers and purchase the Victoria Secret brand as they age. Marketers have an ethical and social responsibility to determine that they are not marketing to a young target age group if the product poses an inherent health risk or is sexually charged. Such is the case with the tobacco companies. Their advertisements were indirectly gaining the attention of minors. I believe that Victoria Secret is not exploiting younger age groups with their Pink line. even off if tween s are interested in the product, there is little cause for consult since the line is intended to be cute and playful, rather than sexy. Unfortunately, because of age compression, children are doing away with childlike images at a much earlier age. The select to grow up is very visible when it comes to fashion. For this reason, marketers need to be sprightly in making sure that they target and advertise to the appropriate age group. In this day and age we place blame on the fashion industry and manufactures for the skimpy clothing products that are introduced to the market place and basically to our children.Although there is some truth to this, we must not minimize the all important(p) role that parents need to play in ensuring that the boundaries for their children are met. 3. Explain how both(prenominal) the positive and negative consumer attitudes toward a brand like Pink relegate? How might someones attitude toward Pink flip-flop? From a positive side, consumers can rela te more to the Pink product line as the clothing is characterized as loungewear which is comfortable and easy to wear. The consumers are presented with bleak Pink products every three to four weeks.This in turn keeps customers meet with being able to have the latest and greatest attire. Positive consumer attitudes are formed by customer satisfaction with the product. If the customers expectations are exceeded, then they are said to have a positive outcome. Positive customer give will lead to customers being loyal and making repeat purchases. well-off customers will in turn be advocates and refer their friends to the Pink line. ban consumer attitudes are formed when there is dissatisfaction with the product purchased.These customers will most likely never purchase the product again due to their initial little experience. A customers attitude towards Pink may change due to some misunderstanding. For example a loyal customer may change their opinion of the company not due to the product, but because of low customer service. This in turn can persuade the customer to purchase from somewhere else. As a business, you need to create and maintain hard customer relationships. It is easier to keep current customers than to attract new ones. 4.What role does Pink appear to be playing in the self-concept of tweens, teens, and young adults? Pink appears to be having a positive influence on the self-concept of young adults. It is not eternally necessary to look sexy in order to feel untroubled about yourself. Young adult women can look good and feel comfortable at the same time with the Pink line of clothing. allows face it, not all women love the way they look naked the Pink brand allows them to feel as though they are wearing something young, hip and attractive without having to compete with the supermodels that wear the Victoria Secret line.The tweens and teens are being influenced by external forces such as the media, and by their social groups into wearing th e Pink Label. Tweens and teens want to conform to societal expectations and will take any step necessary to accomplish this such as wearing adult clothing in order to fit in and be part of the hip, trendy crowd. Some parents may think that the Pink clothing line may be slightly risky or too provocative for this age group. Though selling to this age group may be a positive economic benefit for Pink, it may tarnish Pinks corporate social image.Parents do not want to see their children dressing beyond their years. Bad publicity may cause customers to boycott the Pink brand and possibly the Victoria Secrets products as well. References Hickling, J. , & Miller, C. (2008). Cigarette pack and advertising displays at point of purchase community demand for restrictions. International Journal of Consumer Studies, 32(6), 574-578. doi10. 1111/j. 1470-6431. 2008. 00694. x. Court, D. , Elzinga, D. , Mulder, S. , & Vetvik, O. (2009).The consumer decision journey. McKinsey Quarterly, (3), 96-107. R etrieved from Business Source Elite database. Kotler, P. , & Armstrong, G. (2010). Victorias Secret Pink Keeping the Brand Hip. In Principles of Marketing (Thirteenth ed. , pp. 12-13). Saddle River, NJ assimilator Hall. Creed, W. , Scully, M. , & Austin, J. (2002). Clothes Make the Person? The Tailoring of Legitimating Accounts and the Social Construction of Identity. arrangement Science, 13(5), 475-496. Retrieved from Business Source Elite database.