Victoria’s Secret Pink: Keep The Brand Hip
Introduction
Victoria’s secret was founded in California and is defined as a retailer of women wear, beauty products and lingerie. It is noteworthy that Victoria’s secret pink is of an American origin. Victoria’s secret is known worldwide for its catalogs and fashion shows which are a common feature of leading fashion models. Victoria’ secret company has been successful due to the fact that it sells more products to its customers and at the same time it has been able to get new customers .This paper will answer some questions regarding the company case of Victoria’s secret Pink: Keep the brand Hip.
Discussion
Buyer decision process of a typical Pink customer
The buyer decision process of a typical Pink customer can be divided into several stages. The first stage is for the buyer or individual to recognize the need for the product for instance lingerie. In the case of Pink’s products, the young consumers or customers recognize the need for fashionable women wear form Pink’s store. After recognizing the need, the individual has to search for information from several places in order to find out or know the right place to buy the product. Pink is widely known for selling the best women wear and information about her products can be easily obtained from friends, family and even the Internet. Victoria Pink’s brands are aired in form of fashion shows, print advertising and broadcast and all these are way through which potential buyers can recognize or gain knowledge of the products (Kotler and Armstrong, 2010).
The next stage is for the buyer to identify and evaluate alternative sources for comparison reasons. The next stage is buying or purchasing the product from Pink’s store. The last stage is known as Post-purchase evaluation which involved evaluation of purchased products and comparison with alternative options. Pink’s marketing team has to persuade the potential buyer that their products satisfy all their clients’ needs in order to manage post-purchase stage (Kotler, 2010).
If marketers should have boundaries
Pink’s products target the young customers and hence there is and age limit for the potential buyers. The young people referred to in this case are adults ranging for 18 to 30 years of age. This is due to the fact that individuals lying within this age gap actually need these products. This has influenced the generation below this age limit negatively since they want mature faster so that they can also have a chance to buy the Pink fashion products (Kotler, 2010).
Therefore, marketers placing boundaries with regard to their products creates a negative impact to the general public. This is because individuals falling outside the boundary limit feel left out. This has been clearly shown in the case study whereby preteens leave their childhoods much early and give up on traditional interests for mature interests such as fashion products, consumer electronics and even cell phones (Kotler, 2010).
How positive and negative consumer attitudes towards a brand like Pink develop
It is clear that Pink brand target the teens that have lesser income compared to the older age gap. For this reason, parents of these teenagers spend a lot of money buying them Pink products annually. This may develop a negative consumer attitude since the parents feel that they have to spend a lot of money annually buying Pink’s products for the young consumers.
The Positive consumer attitude towards Pink’s brand develops due to creation of lasting relationships. This is due to the fact that Pink introduces her products to younger consumers aged 18 to 30 years old and by doing so, she develops a sound strategy in addition to developing long-lasting relationships with the consumers. It is evident that Pink’s products are appealing to even the individuals who are outside the target market.
This implies that individuals below 18 years and those beyond 30 years are appealed by Pink’s products. This may lead to change of a consumer’s attitude towards Pink’s brands. The change of attitude may either be positive whereby more people will consider buying the products. The attitude may also change to being negative whereby consumers will feel deceived through the target market initially set (Kotler, 2010).
The role of Pink in self-concept of tweens, teen s and young adults
Some critics think that Pink plays a key role in promoting early adolescent sexuality. This is evidenced by young girls less that 18 years shopping at Pink’s store which is claimed to target only consumers ranging from 18 to 30 years. This is also shown by the fact that Pink’s store is widely known for supplying or selling thong underwear to preteens. Pink is seen as maintaining young, fun, cute and playful images which is associated with young adults. This has led to a trend whereby preteens feel that there is need to abandon their childhood in order to have fashion products from Pink’s store (Kotler, 2010).
Reference
Kotler, P., & Armstrong, G. (2010) Principles of marketing (13th ed.). Upper Saddle
River, New Jersey: Prentice Hall. ISBN: 9780136079415
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