VICTORIA’S SECRETMARKETING PROJECT

BY SARITA PERSAUD, K.C. GERONIMO, MAYA ALLEN, & ALEX VALENTINCICCSULB SPRING 2014 | MKTG 330 | MAY 15, 2014

• Young women and teenagers ranging from ages 13-22

• Girls transitioning into teenagers/tweens

• High school students• College girls• Typically follow boy bands/Disney

idols• Active in school, sports, social

media• Yoga and workout enthusiasts• Value comfort and style

(loungewear) over sexiness unlike adult brand

Briana: a 17-year-old high school volleyball player with lots of friends and a boyfriend (right)

TARGET MARKETPINK

COMMUNICATION MESSAGES

Effective1. Sex appeal

– Captures attention

2. Seasonal Promotion– Instagram posts by

Victoria’s Secret show a trend in summer-related photos

– Seasonal catalogues– (Bottom)

3. Fashion Show– High viewership– Direct marketing– (Top)

Ineffective1. Money

– Victoria’s Secret’s Official Instagram shows more expensive, adult items Pink customers might not afford

2. Slogans– “Bright Young Things”

controversy that people thought the phrase objectified young teens

3. Insecurity– TV ads show models with

unattainable and almost intimidating bodies

LINKS TO ADS IN NOTES

THE BIG IDEASELENA GOMEZ

• Celebrity endorsement and product placement

• Actress/musician selena gomez as official spokesperson

• Successful, talented, philanthropic

• Feature pink brand in music videos and other slice-of-life productions