Company Case Victoria’s Secret Pink: Keeping the brand Hot I) Analyze the buyer decision process of a typical Pink customer The buyer decision process of a typical Pink customer can be split into five different stages, which can be found in the text studied. The first stage is for the buyer or to recognize the need for the product for instance in this case « lingerie ». Teens and tweens are the main targets for Pink’s products ; they are in a hurry to change over to maturity in terms of what they wear and what they look like.
With regards to Pink’s products, the young consumers recognize the need for women and more mature clothes from Pink’s store by means of external stimuli which their are driven by, due to advertisement (malls, television) or a word-of-mouth (friends). We can easily consider that external stimuli have nothing to do with that case since people do not particularly wear Pink’s products not to be naked but rather for the fame. Then, after recognizing the need, the individual (teens and tweens) has to search for information from many different places in the aim of finding or know the right place to buy the product.
It is actually the amount of information needed in the buying process which will push the buyer into buying. This can be easily provided by external sources such as the Internet, television and women journals as Pink is widely known for selling the best women wear. Pink’s products mainly take advantage of Victoria Secret brand as it is known of everybody, and can be seen in fashion places such as catwalks, fashion shows where buyers can gain knowledge of the product sold.
Buyers can also be driven by internal sources such as their own experiences of Victoria Secret’s product buyers. Thus, it can be said that information regarding Pink products can be easily found, in places devoted to fashion. The next stage consists in the fact that the buyer has to identify and evaluate alternative sources due to a need of comparisons with other labels. It is actually how the consumer processes information to arrive at the final choice.
During this stage of the process, a consumer arrives at a final set of brand choices and then must evaluates them based on their own individual needs, and on the specific buying situation. The Pink’s product buyer – rather young – can gather as criterias : fame, best transition to maturity, fashion image which is “cute and playful” versus the more overtly sexy image of the core brand. The next stage is buying or purchasing the product from Pink’s store. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.
It comes from the purchase intention as if someone important to teens and tweens think they would look better with it then they would buy it and as Victoria Secret’s products are worn by many celebrities, it might be a huge influence on the youth. After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. This is the Post-purchase evaluation which involves evaluation of purchased products and comparison with alternative options that the market might have.
Cognitive dissonances are shown by the fact many people point at the sexy image of the brand, too much involved in Pink’s products due to the core brand fame. Victoria Secret then has to persuade the « potential buyer » that their products satisfy all their clients’ needs in the aim of managing post-purchase stage. II) Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should marketers have boundaries with regard to this concept ? The main aspirational groups for Victoria Secret « Pink » is clearly teens and tweens, but also some women much older than 30.
It is for Victoria Secret a clear aim to acquire a new segment of customers through the introduction of its brand. Pink line addresses to young girls (and sometimes boys) in a hurry to transform into maturity lifestyles in keeping with their older counterparts, that is to say that Pink line positionate itself as a period of transition for the youth. Social groups have often criticized the practices adopted by Pink – given to the sexy core brand – in targeting the inconscious will of young people by cheering them up into adopting adult lingerie by means of the Pink line.
What is clearly criticized is the Marketing strategy used by Victoria Secret which seems to addresses itself to youngsters by teen lingerie, who will then buy real adult lingerie coming from the core brand. Thus, we can consider that Marketers might spoil the youth lifestyles as it has been shown that tweens leave their childhoods earlier, stopping young traditional activties in the aim of focusing more on mature hobbies which don’t only includes clothes, put also electronic products.
III) Explain how both positive and negative consumer attitudes toward a bran like Pink develop. How might someone’s attitude toward Pink change ? The Positive consumer attitude towards Pink’s brand develops thanks to creation of long relationships. This is due to the fact that Pink introduces her products to younger consumers aged 18 to 30 years and by means of this new segment, the brand develops a clever long-term strategy with the consumers who grow up with the brand clothes, which is called a « sound strategy ».
Consumers can also have a positive attitude towards Pink’s brand since it is famous as achieving the hot, cool and stylish lifestyle, and by doing so, they fulfill the buyer first expectations. Yet, as Pink line clearly target tweens and teens, who have a low income, parents of those ones have to spend a lot of money in the aim of buying their children Pink products monthly. This might be considered as a negative attitude towards Pink since parents would prefear not to spend that much for lingeries that their children will only wear for few years and which they would normally not need to pay for.
Also, the huge difference between the two categories (teens and « older than 30 years old ») might be seens as a volatile and strange brand since parents and children could wear the same kind of lingerie, and the « coshopping » presentend by Nathalie Weathers might always be that much efficient. Thus, the « gateway » to a sexy lingerie shop may make parents nervous. A consumer’s attitude toward Pink might change if Victoria Secret puts more pressure on the 18 to 30 years old segment as it should normally be the main target whereas it is shown that the stronger interest is being displied by girls younger than 18.
Also, by adapting to many segments its image, Victoria Secret might discards some faithful customers which would change their attitudes towards the core brand. IV) What role does Pink appear to be playing in the self-concept of preteens, teens and young adults ? Eventhough executives at Victoria’s Secret deny targeting the youth of America, experts disagree. Some people believe that even if the core brand is quick to say that they are not targeting girls younger than 18 (not to do the same experience as Abercrombie and Fitch regarding thong underwear sold to preteens), Pink might spoil the childhood and promote early adolescent sexuality.
This process, called « age compression » is shown by the dramatic amount of girls aged less than 18 years and who claim consuming 18 to 30 year lingerie. Pink appears to be playing the role of the fast transition between preteens and young adults, as it has begun to be recognized by teens and young adults as a tool to identify themselves with the users of Victoria’s Secret, which are more mature. It seems to be that it became more than a fashion product but also an item which make some young people seem to belong to a class apart from the rest.