Maslow Pyramid
Esteem Needs/Blongingness
VS marketing strategy relies upon the fact that women still want to buy sexy lingerie to feel confident in their own skin / boost self-esteem, or to impress a man, but the balance is currently tilting towards more comfortable day-to-day lingerie, instead of wired, restraining bras. The trend for body diversity instead of body shaming is encouraging women to feel confident in their own skin and accept themselves for who they are no matter the appearance. The marketing and advertising strategies of Victoria’s Secret are currently prompting negative body image and eating disorders among young females.
Understanding the emerging needs of consumers influenced the launch of the Bralette Collection in 2016 and their latest product, the Perfect Comfort Push-up, “a push-up bra comfortable enough to relax in”(Instagram caption).
People need to feel they belong somewhere, that they are part of something bigger than themselves, that is why many choose to dedicate themselves to their work completely, other choose to dedicate their lives to family, others turns to religion/belief and are completely dedicated to god, but all of them without exception need to belong somewhere. Some brands try to create a sense of community, a fantastic universe people aspire to live in, or be part of. Victoria's Secret used this strategy for many years, shaping this fantasy, a world of femininity, sexiness and fun portrayed by models with a "perfect" body. These models are considered perfect (physically), but these perceptions are based on societal norms, they're not real. Any body can be sexy and attractive. If Marylin Monroe would have lived today... she would't have been considered one of the most beautiful women, she couldn't have been a model..
Source of image: https://www.simplypsychology.org/maslow.html
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