CONSUMER DEMOGRAPHICS VS

In the UK and other westernised societies, Victoria’s Secret has 3 target demographics: mature women (30+), young adults (20-29), and men who shop for their female partners. Still, they are selling an attitude instead of products aimed at a particular demographic like young mothers for example. Many customers relate and resonate with the lifestyle that the brand portrays through advertisements, products and models used, regardless of age. Almost any girl or woman dreamed or still dreams of looking or having the life of a Victoria’s Secret model and buying from VS allows a piece of that aspirational lifestyle into customers’ lives.

Using observation methods, girls as young as 13 have been spotted shopping the brand. Nowadays, it is commonplace for younger generations of consumers to use technology on a daily basis. These young girls have the opportunity to find any information online or on social media. Hence they are always in-touch with trends, sales and events advertised on a brand’s online page. They not only desire to achieve that coveted lifestyle they see on Instagram, they also have the means to fulfil their fashion cravings. This is why a recent Condé Nast and Goldman Sachs report showed that “Victoria’s Secret was the most loved brand among Millennial and Gen Z women it surveyed (aged 13-34 years).” (Danzinger, 2018)

While Victoria’s Secret is aimed at women 18+, brand extension PINK markets to college girls(18+) or even younger, bringing the same It girl lifestyle adapted for a younger consumer.

Internationally, consumer segmentation is not only based on psychographics, but also on geographics, as for women with different religious and ethnic backgrounds, certain VS products might be perceived as out of place.

Source of quote: Danzinger, P. M. (2018 Sep 8). Victoria's Secret May Be Women's Most Beloved Brand, But That's Not The Love It Needs. Retrieved from https://www.forbes.com/sites/pamdanziger/2018/09/08/victorias-secret-may-be-womens-most-beloved-brand-but-thats-not-the-love-it-needs/#1d1bc30b32bb

References: 

Danzinger, P. M. (2018 Sep 8). Victoria's Secret May Be Women's Most Beloved Brand, But That's Not The Love It Needs. Retrieved from https://www.forbes.com/sites/pamdanziger/2018/09/08/victorias-secret-may-be-womens-most-beloved-brand-but-thats-not-the-love-it-needs/#1d1bc30b32bb

Fromm J. & Read A. (2018). Marketing to Gen Z: the rules for reaching this vast, and very different, generation of influencers. Published by AMACOM 

QUOTES:

Media is not just a portal by which to deliver ads and promote your brand. That singular way of thinking is why so many brands are failing.Today, Pivotals are looking to brands to improve what they see in themselves. The role for marketers is to partner with Pivotals on their journey to discover Brand Me.

A bad fashion choice doesn’t just haunt teens as they walk the hallway. Their choices can follow them everywhere. The judgment and criticism don’t stop when they get home. Nearly anyone can cultivate a personal image that’s as public as a celebrity’s or as influential as a brand’s, whether they want to or not.As a result, Pivotals obsess more over their appearance—offline and online—than generations past. With their curated identities so public, teens are hyperconscious of the way they present themselves.

Today, with so many messages promising perfection, Pivotals are hungry for authentic communication. They have been marketed to their entire lives and can smell a promotional ploy or phony message from a mile away.