environment of customers.

Dear reader,

Maby you are new here, maby you have been here before? Either way I will try my best to entertain you all with my blog about the Victoria's secret lingerie. A little recap: this blog is for a school assignment for marketing environment and I will be answering a couple of questions every week. So hold tight, get your fancy drink and put your bra straight, here is my blog for this week.

So first of all it would be rude to put all the consumers of Victoria’s secret in the same box. This because it is different from person to person how easily they are persuadable and if the social factors really has an influence on them. But after stating that, I will do my best to make some stereotypes about the consumers of Victoria’s secret for my assignment

Cultural factors: “Cultural factors are coming from the different components related to culture or cultural environment from which the consumer belongs.” (Perreau, 2013)

The cultural factors are different for every VS consumer, this is because there are stores all over the world, so there are a lot of different cultures involved. But if you look at what sells more per country, you will find that in Asia there will be selling more warm and bright colors, and in Europe there are more basic colors like black, white and red for an example.

Social factors: “social factors are among the factors influencing consumer behavior significantly. They fall into three categories: reference groups, family and social roles and status” (Perreau, 2013)

So for girls in collage there is always a girl more popular, more rich, more beautiful and so on. These girls who are more … than you always have an opinion about what you should and shouldn’t wear. So if they think you should wear VS instead of H&M, you probably will search online for VS rather than H&M. But if your role model or idol thinks you should but it at hunkemöller, you might go there instead of VS. But if you are from an very strong religious family, they will probably tell you that you can’t but it there, because it will be to provoking. This is of course why VS has their “body by Victoria” line for the cultural barriers. The “young and sexy styles” for all those collage girls, and all the other sexy lingerie for the role models.

Personal factors: “Decisions and buying are obviously also influenced by the characteristics of each consumer” (Perreau, 2013)

So if you are a size 0 you will choose another kind of lingerie, sleep wear of bikini than a size 10 of 12. This is why VS has bra’s up to DDD and panties up to size XL.

Some girls like sparkle, some like plane and some like something in the middle of these two. This is why VS has so many different models, styles and subcategories in their products. All these products are in different price ranges, so a lot of women can buy their product.

Psychological factors: “Among the factors influencing consumer behavior, psychological factors can be divided into 2 categories: motivation as well as learning.” (Perreau, 2013)

So the main reason why someone buys something is because they have a need for something new. They need to satisfy this, and will motivate them to buy this. Whether it is a need for something sexy for that special occasion or if it is a primary need because all their other stuff are broken. For both of these customers VS has the inventory to satisfy their needs. But they can also learn to buy something. If you bought your lingerie at Primark, and it broke after a short period of time, you will learn that Primark is not an store with good quality. You will learn to buy your Lingerie somewhere else. Although if you buy your lingerie al VS, and you notice how great their quality is, you learn that you can buy your product there more often.

Victoria's secret is for every age, I will explain this to you with the use of the family life cycle.

So in the family life cycle you have 5 main characters. You have a child, the child will become a teenager, the teenager will become an adult who will become a couple, this couple will grow old together and will have kids again somewhere along the way. So in this family cycle there are a couple of categories who would not buy Victoria’s secret lingerie, but underneath I summed up a couple who would.

Teenager: there is a sporty generation at the moment. The gym is more busy now a days

then it was in the past. This is why they picked the perfect moment to start their sport collection. Also are teenagers growing, and they need good lingerie with that so support their growth. This is why VS had firm products with great quality. They also have the PINK line special for the younger ones.

Young adult: As a young adult we are looking for connections, a special friend of a partner. At this age we want Sexy, we want that WauW factor, and we want to feel secure doing this. This is why VS has fashionable lingerie for every need. They have the comfortable ones, they have the see trough ones, and they have the ones you don’t really need a shirt for anymore. They have everything for you to flatter you guy or girl.

Adult: They have been through the teenage stage, and have successfully passed the young adult phase. They are now arrived at the age to be comfortable with being their self, and dressing like how they feel like it. If you want to wear something that nobody will see under that old shirt, or want something amazing to waken the flame you once had of still have. For all their needs VS had the solution, and perks of being an adult is that you have worked for a long time already, and probably have more to spend on your lingerie then when you were a young adult.

I bet you are wondering: but Renée what kind of consumor behavior will you most likely see in the VS shoppers? Well let me tell you, the most likely will be that consumers of Victoria’s secret will want something shiny and sexy, because that it what VS what to show the world. The Feminine and luxurious side of lingerie. They present them self like that in their market. If you go on the internet and search for VS, the first thing you will see are the newest items, they are see trough, they are colorful and they are revealing. You wouldn’t search for VS if you want plane HEMA bra’s or cheap Zeeman bra’s. You want to feel beautiful, you want to feel sexy, and you want to feel fashionable and if you want to feel like an ANGEL, you will go to www.victoriassecret.com

Last but not the least I made an attitude scale for my blog, with some questions how I can

find out your opinion about Victoria's secret lingerie. If you guys would take some time so

comment down below what you think about VS, and what your experiences are with this

brand I would be so grateful to you all.

Victoria’s Secret Lingerie	0	1	2	3	4	5
How much do you think that they fulfill the needs of their customers?
How originals do you think their product is?
How wide is the range of their product?
What do you think about their quality vs. quantity rate?
What do you think of their customer service?
How do you rate the Quality of VS?
How bad you want another VS lingerie set?

Rate this attitude scale, with 0 being horrible, and 5 being perfect.

Thanks again for reading everything, and I will see you guys next week!

Loves Renée

Bibliografie

Perreau, F. (2013, Novermber 28). 4-factors-influencing-consumer-behavior. Opgehaald van the consumer factor: http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/

Victoria's secret. (2016, September 19). Opgehaald van Victoria's secret: https://www.victoriassecret.com/