Victorias Secret Corporate Analysis
Researching the collection and portrayal of what Victoria Secret has as far as external factors took quite a journey into the detailed markets they preside in. The “Pink” brand below has the most information available in this area, and if used in your own specific words and contrasted with the attached document of PEST and PESTEL Analysis, you will achieve a great approach and win some good points with the instructor. Remember to use the information from both sources to generate your compiled work.
Don’t use word for word as you may get dinged for plagiarism. Approach it first with what PESTEL is and then present specific factors found in the information below to hit it home.
For Victoria Secret, I did find that much of what affects them environmentally is the 17 billion catalogs they print each year, causing tree activists to point their fingers. Other than that, much is hidden about the company. Hope your day was great, and if you have any questions or need more help (whatever the academic) feel free to contact me. Best wishes:) Dave Victoria’s Secret Pink: Keeping the Brand Hot Synopsis This case illustrates 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 sexy 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. Discussion Questions 1.
Victoria's Secret Corporate Analysis Examples
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. Postpurchase 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. Apply the concept of aspirational groups to Victoria’s Secret’s Pink line.
Should marketers have boundaries with regard to this concept? Certainly, the issue of celebrity endorses as brought up in the case are part of a potential aspirational group for consumers. In fact, that is one of the main reasons that such celebrity endorsers are used (Lindsay Lohan and Sophia Bush and a host of other celebs who receive and wear Pink products). Consumers may aspire to be like such celebrities. Other aspirational groups might include other consumers who are part of a group to which the potential Pink customer aspires, such as sorority members.
One other aspirational group should be considered in relation to the second part of this question. Young tweens view older teens as an aspirational group.
This issue should spark considerable discussion. On the one hand, do all corporations have the same right to employ principles of marketing in the achievement of their objectives? On the other hand, where should lines be drawn in terms of social responsibility and ethics? This may be further considered in question 4. Explain how both positive and negative consumer attitudes toward a brand like Pink develop. How might someone’s attitude toward Pink change?
Attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
It’s no secret that Victoria’s Secret has built quite the empire on bras and bikinis, but is their reign as the ‘best’ lingerie store coming to an end? The company hasn’t been doing too well since springtime this year, with market shares at an all-time low and customer traffic slower than rush hour in Manhattan. Reported in May that shares for Victoria’s Secret’s parent company L Brands Inc. Are down 44 percent, deteriorating the company’s market value by 65 percent since 2015. And despite slashed prices the usually successful semi-annual sale, the and profits last month. How does a company that once dominated women’s lingerie and fashion industries fall so behind? By continuing to use the same advertising and marketing strategies that worked in the 80’s, but no longer work now.
Victoria’s Secret was really cultivated and made into what it is by, who profited immensely off of the hole in the intimate-apparel market during the sexual revolution of the 80’s: Wexler’s vision of pink satin and lace, feminine light fixtures, and luxurious perfume bottles and intimates are all seen as iconic parts of the Victoria’s Secret shopping experience. The catalog of the store’s products became a household staple that encouraged women and men to evoke glamour into their every-day lives, and remove the taboo of shopping for lingerie that instead made women feel confident and attractive. As society became more open to ideas previously considered deviant and perverted, Victoria’s Secrets ads reflected this shifting framework. provides a timeline of the company’s television commercials that show models becoming increasingly scantily clad with racier poses through the years. In, the backlash on Facebook from one of Victoria’s Secret’s holiday promotions had customers claiming that the photo was borderline pornographic, seemingly targeted towards men. In the midst of the #MeToo Movement, Victoria’s Secret has found themselves unable to adapt to shifting perceptions of beauty standards and sex appeal.
According to YouGov researcher, the ratings for the annual Victoria’s Secret fashion show fell by 30 percent, which aired only a month after the surfacing of the Harvey Weinstein sexual abuse allegations. YouGov further reports that Victoria’s Secret ‘buzz score,’ “which measures whether consumers are hearing positive or negative things about a particular brand through news, advertising, or friends and family,” had dropped from 31 in 2016 to 23 in 2018 for women aged 18-49. “The way we even talk about sexiness has shifted now — the idea is sexiness isn’t something reliant on being a glamazon or having long hair, there’s lots of different kinds of sexy,” said, editor of the blog.
“The one vision Victoria’s Secret has of sexy is out of place.” Customers who don’t fit the store’s beauty standards of skinny glamour are often met with negative customer service from Victoria’s Secret store associates. Detailed one customer’s poor review on Victoria’s Secret’s Facebook page: “Just wanted to let you know Victoria, that you REAL secret is out: Your stores are understaffed, your lingerie is being ever more shoddily made, and your sales associates vacillate between disinterested, openly hostile, and completely inept.” Aerie, one company at the forefront of the Body Positivity movement, started their #AerieREAL campaign in 2014 to include unretouched photos of models in their ads. The brand has also recently pushed to have more diverse models, featuring women with insulin pumps, Down Syndrome, and Vitiligo, among other conditions and disabilities. Perhaps it’s no coincidence that Aerie reported a.