Management and Organizational Studies 2320A/B Chapter Notes - Chapter 6B: L Brands, Polka

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Michael Aloisio

Document Summary

Brand victoria"s secret, sub-brand pink. Victoria"s secret has done a great job of associating its brand name with lingerie by placing images of supermodels wearing its signature undergarments and sleepwear in everything from print advertising to their annual televised fashion show. They continue to achieve healthy sales and profit growth: they do this by selling to existing and new customers for both its main line and sub-brand, young, hip, and fashionable customers, university co-eds. etc. 2003; vs launches pink products in 50 test markets: very successful and the brand expanded to a national level, sweatpants, sweaters, t-shirts, pajamas, undergarments, pillows, bedding, Pink"s market segment: young , as in, women aged 18-130. Pink is classified as a loungewear line: products are bright in color to keep up with the young and fun image, and. Pink is a sharp contrast to victoria"s secret, as it is positioned as cute and playful,