Marketing
Client background:
Victoria's Secret is the largest American retailer of lingerie1, selling bra, panty, swimwear, accessories, sunglasses, fragrances and beauty product.
“The chain's youth-oriented PINK brand targets teens and younger women with less-racy bras and panties. The youth-oriented PINK brand (launched 2004) has established itself as a successful feeder brand for Victoria's Secret. Its aim is to capture teen and college-age female customers in the hope that when they mature they'll move on to the sexier styles offered by its big sister brand.”2
---- It’s reasonable to target at youth female. And we can justify our sample (college-age female) is representative.
HK: “Victoria’s Secret have opened two boutiques in Hong Kong, one in ifc mall and the other in New Town Plaza. The two stores are currently focusing on their best-selling beauty products and fragrances, as well as accessories like cosmetic bags; handbags, luggage, sunglasses and other small leather goods including some that are exclusive to Hong Kong. This does mean that there is only a limited selection of lingerie.”3
Business problem & research objectives
Business problem：
Management Decision Problem: Should VS expand its lingerie line in HK? If yes, what’s the effective approach to launch VS’s lingerie line in HK?
Marketing Research Problem (Research objectives): To determine consumer preferences and purchase intentions for VSs lingerie. This will justify whether VS should expand its lingerie line in HK and determine what Product (size and style modification) and Promotion Strategy should be used.
Research design outline
Exploratory research design:
Secondary data analysis: search the basic attributes of underwear, customers’ general preference of underwear, specialty of VS’s underwear, VS’s brand image
Focus groups: generate more insights about customers’ preference of underwear, attitude towards luxury underwear and VS’s underwear, whether they care about brand, expectation
Victoria's Secret is the largest American retailer of lingerie1, selling bra, panty, swimwear, accessories, sunglasses, fragrances and beauty product.
“The chain's youth-oriented PINK brand targets teens and younger women with less-racy bras and panties. The youth-oriented PINK brand (launched 2004) has established itself as a successful feeder brand for Victoria's Secret. Its aim is to capture teen and college-age female customers in the hope that when they mature they'll move on to the sexier styles offered by its big sister brand.”2
---- It’s reasonable to target at youth female. And we can justify our sample (college-age female) is representative.
HK: “Victoria’s Secret have opened two boutiques in Hong Kong, one in ifc mall and the other in New Town Plaza. The two stores are currently focusing on their best-selling beauty products and fragrances, as well as accessories like cosmetic bags; handbags, luggage, sunglasses and other small leather goods including some that are exclusive to Hong Kong. This does mean that there is only a limited selection of lingerie.”3
Business problem & research objectives
Business problem：
Management Decision Problem: Should VS expand its lingerie line in HK? If yes, what’s the effective approach to launch VS’s lingerie line in HK?
Marketing Research Problem (Research objectives): To determine consumer preferences and purchase intentions for VSs lingerie. This will justify whether VS should expand its lingerie line in HK and determine what Product (size and style modification) and Promotion Strategy should be used.
Research design outline
Exploratory research design:
Secondary data analysis: search the basic attributes of underwear, customers’ general preference of underwear, specialty of VS’s underwear, VS’s brand image
Focus groups: generate more insights about customers’ preference of underwear, attitude towards luxury underwear and VS’s underwear, whether they care about brand, expectation