The document summarizes a male customer's observations about a Victoria's Secret store. It notes that the store had limited decoration with posters instead of mannequins. This was likely to convey the dream image of Victoria's Secret more easily. Mannequins would be used in stores with larger budgets to show how products look. Surprisingly, there were no visible price tags, forcing customers to touch products to find prices. This encourages feeling the fabrics and forming stronger connections to products, potentially increasing perceived value and allowing salespeople to approach customers. By hiding prices, Victoria's Secret encourages exploration of products in the store.

1. Case Study of Victoria’s Secret
From a Male Customer’s Standpoint

2. FIRST THING I NOTICE ABOUT THE STORE

3. FIRST THING I NOTICE ABOUT THE STORE
 Decoration:
Unlike most of the Victoria’s Secret around the
States, the one I went to in my local mall is rather
small and under-decorated.
Decorated Under-decorated

4. FIRST THING I NOTICE ABOUT THE STORE
 I see that given limited budget, the store chooses
posters over mannequins with actual products.
 Possible reasoning:
Victoria’s Secret (VS) sells a DREAM that the
company depicts for the customers. As a result, it is
easier for VS to convey the message through well
designed posters than mannequins with products.

5. FIRST THING I NOTICE ABOUT THE STORE
 However…
If a given store has enough budgets for store display,
mannequins are used for customers to visualize how
a product would look on an actual human body.

6. FIRST THING I NOTICE ABOUT THE STORE
 This discovery brings me to the next point…
Decision Making Process

7. FIRST THING I NOTICE ABOUT THE STORE
 According to the Decision Making Process chart,
“Need Recognition” is the starting point of a
purchase cycle – In this case, VS creates a “dream”
and customers who buy the story feel they “need”
the product to fulfill the “dream”
 Then customers will move to the second stage –
“Information Search”, which includes how the
products would look on real people
 As a result, I believe the posters boosts “Need
Recognition” and mannequins facilitate “Information
Search”

8. BIGGEST SURPRISE!
Where’s the price tag?

9. BIGGEST SURPRISE!
Where’s the price tag?
From the standpoint of information distribution
efficiency, it is better to reduce the hurdles for
customers to find out the pricing information, so
customers can gather product information as quickly
as possible.
As a result, at first I thought VS was wrong for NOT
showing prices clearly in the store.

10. BIGGEST SURPRISE!
However…
Instead of making the prices easily visible, VS hides
the price tags under products, so customers would
need to actually touch the products to find out about
the prices!

11. BIGGEST SURPRISE!
Possible implications…
By hiding the price tags:
1) VS encourages customers to touch and feel the
products, which forms stronger connection
between customers and products
2) Potentially increases the perceived value of the
products due to the quality fabrics that customers
can feel in their hands
3) Creating an opportunity for salespeople to
approach potential buyers and further sell the
products

12. CONCLUSION…

13. VICTORIA IS SMART!

14. DISCUSSION
 What are the pros and cons of hiding prices?
 What sectors of retail industry utilizes similar price-
displaying strategy? Think: Luxury vs. Discount
Stores
 What are other strategies VS uses to strengthen
Decision Making Process?

15. THANKS FOR WATCHING 