Creative Brief

Chrissy Judd Creative Brief Product: Victoria’s Secret - Pink® Collection Client: Limited Brands History & Current Marketing Course: In 2004 Victoria’s Secret began to market their ‘Pink Collection’ of loungewear, sleepwear, and intimate apparel. The Pink Collection currently targets a young demographic using comfortable clothing, bright colors and sassy slogans. Pink seeks to instill brand loyalty in its current customers in hopes of securing the demographic for the future. In the market of lingerie for younger women, Pink competes against American Eagle’s Aerie, and The Gap’s GapBody. Pink currently utilizes promotional clothing and undergarments geared toward fans of professional and college-level football, as well as baseball fans. The Collection also markets a ‘Collegiate Collection’.

Target Audience: Demographics – Pink’s targeted group of consumers is 18-28 year old females, specifically high school graduates and college coeds. Consumers are typically single and make around $20,000-$30,000 per year.

Psychographics – Pink’s audience is young, hip and trendy. Consumers value the importance of comfort as much as design. They appreciate good deals and low prices.

Current Brand Image: The Victoria’s Secret Pink Collection is fun, bright and flirty.

Consumers who wear the Pink line enjoy comfortable and trendy styles. They never take themselves too seriously, and can have fun in any situation. Girls who wear pink aren’t afraid to stand out in a crowd, and they’re always the perfect combination of cute and sexy! Girls who wear Pink can rock any outfit, and they’re never embarrassed about looking a little dorky. They love to play around and make every moment memorable!

New Advertising Objective: What do you and Hollywood’s hottest starlets both have in common? You’re both wearing the same panties from the Victoria’s Secret Pink Collection! Just in time for the holidays, we’ve gathered the biggest celebrities design their own Pink lines just for you! Each line is designed to showcase a celebrity scent.

Pink will feature these celebrity perfumes along with its celebrity-designed collections: Kim Kardashian (Love), Rihanna (Reb’l Fleur), Britney Spears (Fantasy), and Beyoncé (Heat). This would allow each celebrity to endorse her newly created perfume, or remind consumers about a scent they have already created that is still available for purchase. The ‘Pink Team’ will collaborate with each celebrity to ensure that her vision for the line will fully represent her personal fashion sense. Each line will be comprised of different color combinations: Kim – magenta, Rihanna – indigo, Britney – turquoise, and Beyoncé – scarlet red. The debut of the campaign will be announced by each celebrity making a surprise appearance at an unannounced Victoria’s Secret location to sign autographs, take pictures and give away free samples of their line. Customers are urged to collect all 4!