IT’S ABOUT TO GET

Personal  

Designing for Happiness Spring 2013

Tara Viswanathan

Undressing the Brand Personas

 v  v  

1.  Brand Overview 2.  Key Customer Touchpoints 3.  In Store Experience 4.  Target Customer & Brand Personas 5.  Persona 1: Almost A’s 6.  Persona 2: Consistent-C’s 7.  Persona 3: Double Divas 8.  Persona 4: Support Sisters 9.  Potential Happiness Holes 10.  The Real Secret to Brand Loyalty 11.  Summary

Where We’re Heading  

Designing for Happiness Spring 2013

Tara Viswanathan

“One of the most POWERFUL,    sexy      and  glamorous  stores in the world.” - Limited Brands Corporate Website

Brand Overview: Making Sexy Acceptable

Founded in 1977 in Palo Alto, CA

It is the largest American Lingerie Retailer Currently Franchises 1,019 Stores in the U.S.

The brand Employees many of the World’s Highest Paid Models VS Brand is currently worth $3.5 Billion

The Brand is Operated Under Limited Brands

1  

6 Key Customer Touchpoints

2  

3  

4  

5  

6  

Physical Stores

Social Media

Angel Reward Program

VS Fashion Show

VS Website

Ad Campaigns

Victoria’s Secret In Store Experience

Victoria’s Secret Traditional Department Store

Glamorous Easy to Find What

you Want Knowledgeable &

Helpful Staff

Unorganized

Unspecialized Sales People

Colorful & Fun

Drawn In

Hidden Plain

Who is the Victoria’s Secret Customer?

SHE IS… The Independent American Woman.

Defined by Culture rather than Color. Growing, Maturing, and Evolving with the Brand.

Middle or Upper Socioeconomic Class. Confident, Bold, and Active.

A Customer for Life.

16 20 22 35 50 60+ 13

1   Almost A’s

3   Double Divas

2   Consistent-C’s

4   Support Sisters

Customer Age

1 Brand 1 Evolving Customer 4 Targeted Personas

Almost A’s: Reel ‘em in While they’re Young AGE: 15 to 22

SELLING POINT: fun colors & patterns, brand recognition, outward visibility, “innocent sexiness”, segue into intimate apparel

COLLECTIONS: PINK, VSX

TOUCHPOINTS: Store, Social Media (Facebook, Instagram, Twitter), VS Fashion Show

Key Characteristics of Almost A’s: •  Shopping is an experience with friends/group activity •  Starting intimates collection •  Developing personal style •  Still purchase for “brand recognition” •  Like visible brand logo/label & fashion trends

Kristen, 22 Investment Banker

Consistent-C’s: Keep ‘em Coming Back

My Go-To Comfortable Undergarments. #10

Consistently Good Quality! #9

Kallie, 23 Graduate Student

Yasmina, 35 Tech Support Officer

15 years, and I haven’t been let down! #9

AGE: 20 to 35

SELLING POINT: high quality products, consistency in sizing and quality, reliability in maintaining classic styles & collections

COLLECTIONS: Very Sexy, VSX, Body by Victoria, Swim

TOUCHPOINTS: Angel Reward Program, Website, E-Mail Promotions, Physical Store

Key Characteristics of Consistent-C’s: •  Intelligent, self-sufficient, driven, career-

focused young woman •  Utilize and enjoy convenience of

online shopping, site to store pick-up, and in-store web returns

•  Less price sensitive •  Like knowing they will “find what they

need” in one place •  Almost exclusively purchase from VS  

Double Divas: Let ‘em Treat Themselves AGE: 20 to 35

SELLING POINT: the VS glamorous experience, shopping bags, fitting rooms, service, sexy atmosphere, feminine/pretty products

COLLECTIONS: Beauty, Dream Angles, Bombshell, Showstopper, Incredible, Fabulous, Sleep, Clothing

TOUCHPOINTS: Physical Store, Angel Reward Program, Ad Campaigns, Social Media, VS Fashion Show

Double Divas: Let ‘em Treat Themselves

Victoria’s Secret makes me feel special. #10

Marissa, 23 Branding, AMEX

I feel confident and womanly when I wear VS. #8

Danielle, 22 Graduate Student

I know no one’s going to see, but wearing bright panties on a

rainy day makes me happy.

Natalie, 21 Undergraduate

Key Characteristics of Double Divas: •  Feel excitement when purchasing

VS products  •  Feel confident when using

products •  Enjoy the small touches •  Purchase a wide assortment of

products •  Eager for new product launches •  Consider it a very personal treat &

individual satisfaction •  Regularly browse store

Support Sisters: Be There For ‘em Till the End

AGE: 35 to 50

SELLING POINT: Customer Service, More “Mature” styles and colors, Consistent Brand Quality & Sizes, Accessibility, Bra Fittings & Sales Clerk Expertise

COLLECTIONS: Body by Victoria, Cotton Lingerie, Sleepwear, Clothing

TOUCHPOINTS: Physical Store, Website, E-Mail, Angel Reward Program

Comfort.

Service.

Quality.

Convenience.

Support Sisters: Be There For ‘em Till the End Key Characteristics of Double Divas: •  Busy mothers and/or career women  •  Need comfort & quality, but lack the time to search for

new products •  Usually have had long relationship with VS •  Shop with husbands and children & feel comfortable

bringing family to store •  Still desire a flattering

shape and figure, but moved on to nudes/plain undergarments

•  Visit store only out of necessity

•  Rely on sales clerks to give recommendations

No Questions Asked Return Policy Makes My Hectic Life that Much Simpler. #9

Usha, 55 Mom & Entrepreneur

My Body & Lingerie Needs are Changing, but my faith in VS’s cust. service is not!

Lisa, 47 Mom & Accountant

Potential Happiness Holes

Victoria’s Secret has gotten more “cheapy”. I don’t really want to walk around with

words on my butt anymore.

Natalie, 21 College Student

Sometimes VS looks great on the models, but then it just looks

trashy on normal people.

Anastasia, 22 Consultant

I associate VS with my ���“middle school self ”. I want something more respectable

now.

MORE MATURE BRAND

HIGH END SPECIALTY BRAND

16 20 22 35 50 60+ 13

1   Almost A’s

3   Double Divas

2   Consistent-C’s

4   Support Sisters

Customer Age

to Extraordinarily High Brand Loyalty

(Real)

^

Victoria’s Secret delights the same customer throughout her lifetime using multiple product lines & ancillary services that cater to her evolving happiness points.

Shifting Happiness

Excitement & Fun Peacefulness

60+ 13

1   Almost A’s

3   Double Divas

2   Consistent-C’s

4   Support Sisters

Customer Age

to Extraordinarily High Brand Loyalty

(Real)

^ Shifting Happiness

Excitement & Fun Peacefulness

MIDDLE SCHOOL

COLOR VALUE

TREAT FUN

CONSISTENCY

RELIABILITY

QUALITY

MOM

BRIGHT GIFT

SIMPLE

NUDES ONLINE

STORE SETUP

STORE LAYOUT

CUSTOMER SERVICE

CONFIDENCE FITS WELL

BEAUTY

LACE PATTERN

SPECIAL

FASHION

COMFORT

1   Almost A’s

3   Double Divas

2   Consistent-C’s

4   Support Sisters

to Extraordinarily High Brand Loyalty

(Real)

^

Enticed by the thrill of purchasing “intimates”,

wants to be a part of the fashion trends.

Self-discovery transition phase, shifting happiness. Needs both excitement & balance/fulfillment.

Feels secure & satisfied with the brand. Drawn in by comfort and safety.

“VS will take care of you.”

I don’t see myself outgrowing the brand.

VS Made it OK for me to wear pretty panties & feel great.

I’ve started buying more plain bras because of work…but it still makes me happy to open

my drawer and see some color!

SUMMARY

Target Personas 1.  Almost A’s

2.  Consistent-C’s 3.  Double Divas

4.  Support Sisters

The Victoria’s Secret Customer Is The Independent American Woman.

Defined by Culture rather than Color. Growing, Maturing, and Evolving with the Brand.

Middle or Upper Socioeconomic Class. Confident, Bold, and Active.

A Customer for Life.

Victoria’s Secret delights the same customer throughout her lifetime using multiple product lines & ancillary services that cater to her evolving happiness points.