Customer Behavior & Attitudes

You can rarely go into a local shopping mall and not find a Victoria's Secret store.  Victoria's Secret uses "girly" colors like pinks and reds in order to create a visually appealing store for their customer to walk into.  They also use their "sexy" models in order to sell the brand to the consumer.  Advertising plays a large role in the fashion decisions made by the customer of the brand.  Victoria's Secret immediately comes to a person's mind when they think of lingerie, bras and panties.  By using the models to appear in commercials and advertise the brand, the consumer begins to believe that they can be just as seductive as the Victoria's Secret supermodels if they purchase the lingerie.  This is what draws the customer to the stores and what gives them the drive to shop at the store.  

For women who think that the Victoria's Secret line is too 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.  They like to take their personal sense of style to the next level by wearing clothing that better suits their personalities.