TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Victoria’s Secret Feeder Brand Pink
By: Cindy Wendland
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
Victoria’s Secret has done such a great job with their brand appearing to be English that most people believe they are based in England. Interestingly, the Columbus, Ohio-based company opened their first store in London in 2012. Part of the brand’s image is to project a romantic, English feel so that undergarment shopping is acceptable, fun, and luxurious.

The brand has undergone strategy revisions throughout its history and introduced clothing, swimwear, and cosmetics. They also began selling collegiate and NFL items. Similar to the approach of pee-wee football teams to build feeder programs for high school football, Victoria’s Secret introduced Pink in 2002 targeted to 15 to 22 year olds.

Pink is essentially the junior brand to Victoria’s Secret. This feeder approach introduces Victoria’s Secret to young consumers and begins to build brand loyalty at a young age. It gives girls and young women the opportunity to be introduced to Victoria’s Secret in styles, sizes, and fashions that appeal to them. Yoga pants, loungewear, and sleepwear, as well as accessories like backpacks are big draws. The items were originally found within the stores. Recently, Victoria’s Secret opened Pink stores connected to the original Victoria’s Secret stores.

In addition to marketing approaches that focus on attracting new customers for their primary demographic, Victoria’s Secret is investing in the younger demographic and priming them for when they grow into the Victoria’s Secret brand. These younger consumers tend to be very brand loyal and can develop into valuable customers over the continued life of the brand. Football and lingerie may have more in common than it appears!


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top