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Victoria Secreat Pink

1. Analyze the buyer decision process of a typical Pink customer.

For the age group of 18 to 30 years that Victoria's Secret Pink line claimed to have targeted, they probably the one of the most senstive and passionated group for thier fashion style. But in fact, Pink line is being shown stronger interests by girls younger than 18. Also, this under 18 age group is greatly influenced by external stimuli. They Probably reads teenager magazine and watch MTV and talk about what Lidsay Lohan is wearing. I would say that for most of cases, this "Need Recognition" state triggered by external stilmuli other than internal stimuli.

In "Information search" state, they receives more information about Pink line. Pink line's marketing plan is penetrated every part of their easy-to-access sources. Personal source( friends), commercial source( advertisement), public source (mass media) and etc.

In "Evaluaion of Alternatives" step, these typical Pink customer ensure their descision. It is because no other brands provides what Pink line can. Also, this Pink line is such a "hot" brand for last couple of years. Compare Pink line's buyer decision process among other products, this "Purchase decision" comes directly along with "Evaluation of Alternatives" step.
This step is also supported by their purchase power.

Considering that Pink line is not a performance-focused clothing, most of consumers should have been satisfied from purchase when they get lots of compliment by their peer group in "Postpurchase Behavior" step.


2. Apply the concept of aspirational groups to Victoria's Secret Pink line. Should marketers have boundaries with regard to this concept?    

Aspirational group in this case will be "tweens" and some women much older than 30. Their purchase might be risk to Pink line's young, hip and fashionable image.Looking at well-built Pink line's image and their marketing plan, it is not that worriesome. I think that marketers should not make boundaries...