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Case study think like a marketing manager
Sex sells example
1) Analyze the common adage, “Sex sells”. What does this mean and what are the implications for advertising
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Marketing Concept:
Victoria’s Secret represents the idea of sex sells as their main type of advertisement. When most people think about Victoria’s Secret they think bra’s but the product line varies it offers bra’s, panties, sleepwear, fragrances, swimsuits, clothing and shoes. Victoria’s Secret is an inspirational brand with sexy supermodels, top of the line photographers and aggressive advertising. Victoria’s Secret made buying lingerie not only an enjoyment but a must.
Social Responsibility:
Victoria’s Secret has always practiced business ethics and social responsibility. As a part of practicing social responsibility they have incorporated the protection and preservation of global resources into their everyday business practices. Victoria’s Secret prints all of their catalogs on forest stewardship council certified paper ( FSC). By using this paper they are demonstrating ethical environmental behavior.
Victoria’s Secret has agreed to eliminate all hazardous chemicals from their products. They have also created an eco-friendly beauty line, the pink body line. The pink body line is 100% vegan and made with natural and organic ingredients. Victoria’s Secret also gives customers 25 angel reward points when they register for paperless billing as a part of their efforts to go green.
Target Market:
Victoria’s Secret target market is women between the ages of 18 and 49 who want to own fashionable under garments and lingerie. The customer wants to feel and look sexy, whether she is trying to buy lingerie to wear on a casual day or at night to impress someone special; Victoria’s Secret caters to her needs and wants. Victoria’s Secret PINK line attracts customers outside of the target market. These are usually younger age women, such...
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...et products can be both rational and emotional.
Emotional because a lot of times women shop because of the mood they are in. Let’s say a women has a bad day at work and is stressed about it she may wonder into a Victoria’s Secret mall after work and purchase herself something to lift her spirits and make her feel a little better about herself. Rational because Victoria’s Secret products are purchased with the belief the belief that the under garments or lingerie will make you look and feel sexy. With that in mind, it helps play a role in what women purchase. All Victoria’s Secret customers are loyal to the brand.
Victoria’s Secret customers know that they receive the best customer service, promotions and quality shopping at Victoria’s Secret. Yes, there are other retailers that sell intimate appearel but Victoria’s Secret has a wider selection then most retailers.
They both sell lingerie, basic under garments and brassiere. They both sell to the everyday wear as well as the sexy wear for special occasions. I do not know why the option of going to Frederick’s is worse than Victoria’s Secret but it is. As I stood in front of Frederick’s and saw the deep red walls with the very voluptuous girls on the banners I just could not find the products appealing. The girls have more sex appeal than Victoria’s Secret models even in pictures. The models for Frederick wear darker makeup with the brassiere pushing their breast out of their bra cups. Even comparing the famous models that are a part of the campaign are so different. Megan Fox is the global ambassador of Fredericks of Hollywood and she is the perfect look of sultry and oozes sex appeal. She embodies her bright red lips to her curvy body making every person want to lust after her. Victoria’s Secret models are beautiful and curvy but they smile and they look very comfortable in their advertisements. It appeals to the general public instead of just someone trying to seduce a man into
Victoria’s Secret was founded by Roy Raymond because he felt deeply embarrassed going into a department store to shop for lingerie for his wife. He felt uncomfortable and felt as if the sales associates thought he looked suspicious purchasing lingerie. Because of this, Raymond opened the first Victoria’s Secret store in 1977 which would forever change the lingerie industry (Fabry). The name “Victoria’s Secret” was created because of the sensation and feel of the victorian era he wanted to afflict onto the store. The word “secret” was used for a sense and feel of privacy men would feel shopping for their spouses (Schlossberg). Raymond soon realized that a majority of the shoppers were, in fact, women and not men and noticed that making sexy mainstream was selling rapidly. Around this time Raymond sold his business for $1 Million to The Limited Brand in 1982 (Fabry). Victoria’s Secret is still part of The Limited Brands Company, which also owns Bath and Body Works, Pink, La Senza, and Henri Bendel. Victoria’s Secret takes up a majority of Limited Brands share compared to the other stores within the company. Limited Brands operates over 1,500 stores in the United States, Canada, and the UK as well as 400 stores in more than 70
The clothes she is designing are simple, elegant and well-fitting to the female body giving women the confidence needed to wear these clothes to work, relax and as casual, every day, wear. Beckham’s designs can adapt to the different bodies that exist and have become very popular around the work because they are simple, elegant and supreme. In a YouTube video, Beckham has said that she herself would wear her own design and because of this her designs have become very popular and available to many individuals. Currently there are more than 500 stores who carry the VB brand. VB provides designs for the “trendy” woman who works and cares about fashion and style. Beckham’s designs are very reserved, in the sense that they cover the body adequately and in no way or form depict nudity or improperness. Due this “reserved” design, Beckham’s designs are seen as socially acceptable designs that have a focus on the artistic aspect and general overview rather than the skin showing clothes designs that many like to wear in the United
I enjoyed my interview with the intelligent, understanding and dream chasing Mrs. Stacy Hill. Secret’s Boutique is a fine lingerie, adult store. Selling the trendiest and classy lingerie, bras, briefs, and panties. Secret’s Boutique also sells novelties and adult games. Secrets Boutique also offers services for wedding, birthdays, and private events.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
First, Nordstrom is unique through its excelling customer service. As a full-service retailer, Nordstrom assists customers in every phase of the shopping process. Because they carry more specialty goods, customers will need and want more assistance leading to increased value of customer service. One of their policies is that they will accept any merchandise that people bring back without asking any questions. As a result, people feel more confident about purchasing products from there, since they can buy something with the comfort and knowledge that Nordstrom has an excellent return
“I was being paid to strip down and pose provocatively to titillate men. It wasn’t about modelling clothes anymore; I felt like a piece of meat.” - Kylie Bisutti, ex-Victoria Secret Model. Kendall Jenner. Gigi Hadid.
Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a marketing concept by meeting and exceeding costumer needs then their rivals.
Les Wexner rapidly expanded on the national attention Victoria's Secret had been receiving by opening over 400 stores by 1990 and currently operates approximately 950 stores nationwide. While Victoria's Secret is known for its lingerie sales, it has successfully launched a beauty division and also carries brands like Betsy Johnson, Dolce & Gabbana and Intimissimi, an affordable Italian brand. Victoria's Secret Direct, the catalog division of the company, continues to see growth as sales reached $870 million in 2005, but the star is still it's retail stores. Yearly sales for Victoria's Secret stores topped $2.6 billion dollars in 2005 and our store on Powell Street recently surpassed the $10 million dollar mark in sales for 2006, making it the 13th store in the company based on volume. ANALYSIS OF ISSUES +
With the new age of modern technology, the internet is an efficient way of receiving daily information at a rapid speed, which in turn makes creating controversy all the more easy. Known for its hyper thin, statuesque models that are usually referred to as “angels,” Victoria’s Secret received excessive backlash for their “Body” bras and panties campaign in 2014. To briefly summarize the incident in which people were offended, an advertisement featuring only thin models was displayed on Victoria’s Secret’s website to promote their new line of undergarments. It was not the image, but rather the words present on the image, that rubbed people the wrong way. In big, bold letters was the phrase “the perfect body,” which was perceived as an insinuation
For instance, the iconic Pink logo has a font different to the text used for the name of the business (Victoria’s Secret). By clicking on the Pink icon at the very top of the page, apparel that would appeal to college students pops up including clothes such as leggings, sweatshirts, and sweatpants, and as the name would imply, the font is in the color pink. Pink is often seen as a less masculine color, and behind the items for sale is a colorful, feminine, floral design. Behind Pink Nation’s logo at the bottom of the page is a polka dot design. Victoria’s secret uses femininity as a major factor in how they portray their products to the public, and what they use in their sales and advertisements.
Victoria’s Secret and Pink’s most recent annual sales equal up to 6.6 billion, that’s more than either Gap or Old Navy draw in a year, and exceeds the combined annual sales of Urban Outfitters, Anthropologie, and Free People. Women from across the globe engage in Victoria’s Secret product, even majority of the spouses engage in annual sales, especially around the holidays. Victoria’s Secret is continuously expanding in product and size, the company went from undergarments to everyday wear. Sales will continue to increase and grow popularity as long as it can stay out of advertisement
Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and
While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives. CoverGirl is pulling their consumer in by offering them rich, satisfying color and lip butters, while also stating what shade is on the model. Since the model is wearing Yummy Pink, the brand decided to add a visual aspect of an ice cream. The brand emphasizes the shade of pink is just as yummy as an ice cream
Dior uses different market segmentations to sell their product. First of all, there is a geographic segmentation. Perfumes are luxury products. Thus, they target wealthier areas like North America, Western Europe, Japan, etc. Since Dior is popular worldwide, we can obviously find it everywhere, but their market is based on these areas’ needs. Then, they use demographic segmentation. They target adult women who have quite high incomes. Perfumes are something not everybody can afford. This fragrance can be worn for any occasion, special as well as regular; it is light but demonstrates personality and feminity. They are trying to get a medium to strong loyalty status. As for any perfume, if a woman likes it; she will probably buy it again. It is a very accessible product. Any store like Macy’s, Nordstrom or Sephora in North America or “perfumeries” in Western Europe will sell J’adore. The segment is very large, because many people, even if they do not fall in one category, will buy perfumes for special occasions, like Christmas. This is a gift that always makes a woman happy, and Dior develops its marketing around that. Indeed, during Christmas, they make a lot of offers that combines a lotion with the perfume for example. Also, there are no separate segments between women; all women want to wear perfume.