Victoria’s Secret Pink: Keeping the Brand Hot
Overview the case:
Victoria’s Secret is one of a brand of Limited Brands. It was founded in 1977. Headquarter is at Columbus, Ohio, USA. Victoria’s Secret has been a huge part of the success of the Limited Brands portfolio with net sales $3,700 million. This case illustrates the marketing strategy of Victoria’s Secret to find new customers through the introduction of its brand Pink. Pink is a line of “loungewear” (sweatpants, T-shirts, pajamas, bras and panties, pillows and bedding) target toward young, hip and fashionable, especially is undergraduates between 18 and 30. The garments feature comfortable cuts and mostly soft cotton fabrics in bright colors. New garments are introduced every three or four weeks to keep things fresh for the younger segment. In contrast to sexy nature of core brand, the image is one of “cute and playful”. The case highlights the different promotional that Pink managers are taking in contrast to the core brand. This is a lifestyle brand. The Victoria’s 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 Victoria’s Secret’s sustained growth. Their strategy of protracted business is 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 Victoria’s Secret core brands. The ethics of the Pink strategy are considered in detail. Questions for Discussion:
1. Analyze the buyer decision process of a typical Pink customer. Before purchase something, you have to investigate the brands, products. It’s called a decision process. Need Recognition: This come from internal stimuli (Maslow Theory) or external stimuli. The people do not only purchase Victoria’s Secret brand base on psychological needs, but self-esteem. They want to express “the secret of woman”. Besides that, the customers who buy Victoria’s Secret are in middle and high...
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