2. Contents
•
•
•
•
•
What is Victoria’s Secret
Pink?
The buyer decision process
The concept of aspirational
groups
Positive
and
negative
consumer attitudes toward
Pink
The role of Pink in the selfconcept of preteens, teens,
and young adults

3. Victoria’s Secret
PINK
Introduced in July 2004
Largest segment of
Limited Brands
Products: loungewear,
underwear, accessories
Target group: 18-30 year
old fashionable females
Lifestyle brand

4. Buyer decision process
2
Step 1: Need recognition
based on external stimuli
they need a fashionable clothing
1
5
I want a
trendy bra
4
3

5. Buyer decision process
2
Step 2: Information search
personal source, commercial source,
public source and etc
1
5
4
3

6. Buyer decision process
2
Step 3: Evaluation of alternatives
visiting shops of several brands and
compare the prices, quality and the
design
1
5
4
3

7. Buyer decision process
2
Step 4: Purchase decision
can be Influenced by the attitude of
others and unexpected changes
1
5
4
3

8. Buyer decision process
2
Step 5: Postpurchase behavior
most of the customers are satisfied
1
5
4
3

9. Aspirational groups
Teens
Pre-teens
18-30
Tweens
years
Mature
old
women

10. Should marketers have boundaries
with regard to this concept?
It makes a negative impact to
the general public:
some individuals would
feel as they left out

11. Consumer attitudes
POSITIVE
Hot
NEGATIVE
When consumers
Cool
start disassociating
Fashionable
themselves due to
Stylish
Popular
its changed nature

13. What role does Pink play in the
self-concept of preteens, teens,
and young adults?

14. more
mature
more oriented around
more individualistic
and self-expressive