We all know what Victoria’s Secret is known for: sexy lingerie which is often displayed on hand selected “perfect body” models with angel wings who strut their stuff down a runway each year during the Victoria’s Secret fashion show, but few know what VS’s other brand PINK is for. Victoria’s Secret launched PINK in 2004 with hopes of preparing younger, college aged girls for that more sexy look offered by Victoria’s Secret. In an article I found on CNN titled “Victoria’s Secret is making college kids blush Pink with its new collection of lingerie, lounge wear and sleepwear designed for the dorm-bound crowd” I had an epiphany with the brand name “PINK”. As a customer, I never truly knew why PINK was chosen for the brand name, along with the random dog for a logo. Neither of those things have anything to do with college, and not all of the apparel and accessories offered are in the color pink. But, it makes sense to me now. Red, is sexy, pink is cute, diamonds are sexy, dogs are cute. Thongs and lace bras are sexy, but boy shorts and a hoodie is cute.
After reading our text, Integrated Advertising, Promotion, and Marketing Communications, I learned that the image is what the company stands for and how it is known in the marketplace, along with when re branding, a desired image must be identified first. In order to re brand PINK, its current logo has to be evaluated and strengths and weaknesses need to be determined. I’ve struggled with thinking of how PINK could change, up until I read “consumers, especially non customers, should be asked their views” in the text (Clow, & Baack, 2014). It has been hard for me to re brand this company and this logo because I’m a customer, I like it how it is so why should it be changed? So I turned to my sister, who knows nothing about Victoria’s Secret or PINK. After sending her various pictures of sweatshirts, sweat pants, the store front, the logo located in several places on the apparel, she did exactly what the text suggested. She evaluated those pictures, as a non customer:
“I don’t understand why there’s a dog lol. Uhh not crazy about the blue one [shirt] because it’s not even a fun font or anything and it’s [the shirt] not pink. The grey one is okay because it has the font.”
So, with her comments and a few of my other thoughts, I re branded PINK.
Instead of using the word “PINK” as their logo, I think that it should be changed to the letter P, wouldn’t be such a drastic change that people would not recognize and at the same time still representing PINK for what it is, but not having the word “PINK” appear on every item they sell which is often questioned. I think the iconic dog could stay and be used as a secondary logo but have one or the other on the apparel. I also think the P should always be in the color pink and they should stick to one style of font. I never imagined font having an affect on whether or not a customer enjoyed the look of the item, but even the person I’m closest to, would not purchase the specific shirt I showed her because it doesn’t have the “fun” font.
Lastly, I think that Victoria’s Secret’s PINK should launch a plus sized option. If PINK is geared toward college girls then why haven’t they considered the “freshman 15” that college students have been known to gain? I think this is a huge thing that would change PINK for the future. Victoria’s Secret has received a lot of backlash for trying to create the “perfect body”, but having plus sized options is realistic in the world today. Many people may think that this would promote weight gain and being over weight but it is simply reality. Some people do gain weight as they face different challenges in life, college being one of them. This would boost sales by giving larger sized customers the option to have cute college apparel as well.
Bhatnagar, P. (2004). Victoria’s Secret launches Pink collection for college kids – Jul. 30, 2004. Money.cnn.com. Retrieved 17 March 2017, from http://money.cnn.com/2004/07/30/news/fortune500/victoria_college/?cnn=yes
Clow, K., & Baack, D. (2014). Integrated Advertising, Proomotion and Marketing Communications (6th ed., p. 30). Pearson Custom.
PINK. (2017). Victoria’s Secret. Retrieved 15 March 2017, from https://www.victoriassecret.com/pink
Schlossberg, M. (2016). Victoria’s Secret might become the next Abercrombie & Fitch. Business Insider. Retrieved 17 March 2017, from http://www.businessinsider.com/why-millennials-might-not-like-victorias-secret-anymore-2016-4
Warren, R. (2014). Victoria’s Secret Has Changed Its “Perfect Body” Slogan After A Body-Shaming Backlash. BuzzFeed. Retrieved 18 March 2017, from https://www.buzzfeed.com/rossalynwarren/victorias-secret-appears-to-have-changed-its-controversial-p?utm_term=.hypAWDd0J#.dkjaMR8mX