Victoria’s Secret Pink: Keeping the Brand Hot

Case Summary

This case explains the general strategy employed by Victoria’s 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 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. 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.

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 customer’s recognition of need may also affect other phases of the buyer

decision process. These include promotional information from the company itself, word-

of-mouth information from friends/acquaintances, groups, lifestyle, status, and self-

concept. 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 product’s 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 Victoria’s Secret’s 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 Victoria’s

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 someone’s attitude toward Pink change?

Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and

behavioral intentions toward some “object”—within 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 Victoria’s 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 self-

expression (Burnett).