Victoria's Secret launched its PINK line in 2003, targeting young women aged 18-30. PINK focuses on loungewear, sleepwear, and intimate apparel. It uses a fun, playful brand image and introduces new products every 3-4 weeks. PINK has seen success through its marketing in fashion magazines, websites, and campus campaigns with spokesmodels and pop stars. However, some have critiqued PINK's marketing for possibly promoting an unrealistic dress code or attitude to younger consumers.

1. Victoria’s Secret PINK Keeping the Brand Hot Alina Oprea, Carmen Neghina, Myriam Suidan

2. Contents Limited Brands Victoria’s Secret PINK History Marketing Strategy Advertising Consumers’ Buying Behavior Questions

3. Limited Brands Founded: 1963 Headquarters: Columbus, Ohio, USA Key People: Leslie Wexner, CEO Brands:

4. Victoria’s Secret Founded: 1977 Headquarters: Columbus, Ohio, USA Industry: Apparel Net Sales: $3,700 million VS Stores: 1,006 (USA) VS Direct: Catalogues Commercial website (top 100)

5. PINK Testing: 2003 - 50 test markets Introduced: July 2004 New and emerging line Target Group: Age group: 18-30 College coeds Young, hip, fashionable Products: loungewear, sleepwear, intimate apparel

6. Marketing Strategy Brand Image: fun, cute, playful Introduction of New Products every 3 or 4 weeks (novelty) Distribution Channels: Victoria’s Secret shops PINK Shops Website Catalogues Trademark Mascot: pink dog Expected Sales 2006: $ 700 million

7. Advertising PR firm Alison Brod: Fashion Advertising (Vogue, Cosmopolitan, Glamour, In Style) Spokesperson: Alexandra Ambrosio Campus campaigns: TEAM PINK

8. Advertising Trend setting young Hollywood personalities (Lindsay Lohan, Ashlee Simpson, Sophia Bush) Pop singers testimonials: JoJo, Fergie, Ciara Events: the world’s largest pajamas party http://youtube.com/watch?v=Y-mv_OlbBLI

9. Consumers’ Buying Behavior Long-term consumers: Teens Pre-teens Consumers beyond the addressed target group: “ Tweens”( 8-14 years old) Mature women

10. Consumer’s Buying Behavior Buying power: 33 million teens - $ 175 billion annually 25 million “tweens”-$ 51 billion annually Parents and other family members - $ 170 billion annually

11. Critique Age compression trend Co-shopping: mothers and daughters Ads containing hidden messages

12. Future Plans Double VS’s business: $ 5 billion => 10 billion Broaden the customer base Enlargement of the stores

13. Case Questions Analyze the buyer decision process of a typical PINK customer. Need Information Search: advertising, Internet, malls, word-of-mouth Evaluation of Alternatives Purchase Decision Post-purchase recognition: customer satisfaction Where young women buy their unmentionables Store All shoppers 18-24 Wal-Mart 25% 28% Victoria's Secret 11% 25% Kohl's 6% 1% JCPenney 5% 1% Target 5% 3% Lane Bryant 3% 2% Macy's 3% 2% Dillard's 1% 0% Nordstrom 1% 0% Sears 1% 0% Belk 1% 0% Source: TNS Retail Forward ShopperScape, January-June 2007

14. Case Questions Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should marketers have boundaries with regard to this concept? Boundaries should exists: Abercrombie & Fitch Consumer behavior is unpredictable: tweens, mature women PINK: promoting a dresscode, or an attitude?

15. Explain how both positive and negative consumer attitudes towards a brand like PINK develop. How might someone’s attitude towards PINK change? Ads Buying experience Purchase (dis)satisfaction Post-purchase (dis)satisfaction

16. What role does PINK appear to be playing in the self-concept of preteens, teens and young adults? Peer pressure??? More mature??? Perfect match to their personalities???

17. Thank you for your attention!