A person can rarely go into a local shopping mall and not find a Victoria’s Secret store. Victoria’s Secret sells women’s lingerie, pajamas, perfume, and other feminine-related items. The Victoria Secret Brand uses “girly” colors, such as pink and reds, as well as visually appealing super-models to sell the brand. As consumers, we pay attention to what is hip and trendy in the marketplace as it relates to fashion. In addition, advertising plays a large role in the fashion decisions made by adults and pre-adults alike. Therefore, advertisers for Victoria Secret have done a brilliant job of creating an association with the Victoria Secret brand and the visual image of lingerie that immediately comes to our minds. They do this by using famous super models to market their signature bras, panties and sleepwear. This association is then projected back on the consumer, who begins to believe that they can be just a seductive as the Victoria Secret supermodels if they purchase this lingerie. The typical Pink Brand customer is a young and fashionable woman that enjoys comfortable clothing. For women who may think that the Victoria Secret line is too racy or sexy for them, the Pink line offers a casual alternative that allows young women to feel cute and playful. A Pink consumer uses personal influences to make purchase decisions. For example, this line of clothing is basically geared toward college coeds, who are usually seen sporting “loungewear” in daily life. Pink consumers are able to take their personal sense of style to the next level by wearing clothing that better suits their personalities.
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