Who Buys Pink, Victoria's Secret?

Comportamiento del consumidor

Practice 1

1- What kind of product does Victoria’s Secret sell ?

Victoria’s sells are mainly women's lingerie but it also has a clothing catalogue (sport and daily), accessories, shoes finally it is also present in the beauty product’s market.

Sources :

Practice 1

Wikipedia

Victoria’s Secret official website

2- Identify the different targets mentioned in text

-Women sexy, confident, and have a desire for « sensual fashion »

-Middle class women (between 20-40 years old)

-Men does shopping for their girlfriends (Roy Raymond created Victoria Secret as a place for men to buy their wives lingerie)

3- What Marketing Strategy is implementing VS when selecting the targets for Pink

The Victoria’s Secret Pink brand is a strategy to hook future customers. The Pink brand is targeted toward teens and college-aged women. The brand image is one of “cute and playful” versus the more overtly sexy image of the core brand.

3- Considering the buying decision process, and the individuals mentioned in the text, which roles can you identify?

The initiator of the buying decision process is Roy Raymond by creating the Victoria’s secrets concept

The information is transmitted by catalogues, fashions shows, facebook application and company’s website.

Moreover the aggressive advertising campagne carried out by Victoria’s secret in particular during sports events helps with transmit the information.

Models for VS almost know as “Victoria’s Secrets angels“ are famous peoples ( like Heidi Klum ). According to their beauty and their celebrity they influence large public.

Targets are not only women, VS stores are organized in order to allow men to buy products to offers.

Buyers and payers are women and men.

VS’s products are intended to be used by 20-35 years old women or older which like to be sexy and cute.

4- Considering the three approaches to consumer behaviour, which of them is the most appropriate for understanding the segment of consumers who target Pink?

The most appropriate for understanding the segment of consumers who target Pink is the prepurchase and the postpurchase. They attract teenagers with the brand Pink with the aim of interesting them afterward to Victoria Secret when the teenagers will become women.

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