Tara Andrews
What is Victoria's Secret?
For my first assignment, I chose to take pictures of one of my happy places! Victoria's Secret!
​
The store is split in two, with half being dedicated to a more mature audience, and the PINK side (pictured) being dedicated to young adults. There is the fun pop of color with the bright pink and polka dots around the entrance that really appeals to a younger demographic. This also makes the store look like a gigantic present wrapped up and waiting to be revealed. This is one way that Victoria's Secret has continued to be associated with an air of mystery. Everyone, including teens and young adults want to know what her secret is!
The Pink sign is a neon white, that denotes the clean, crispness of the Victoria's Secret brand. The gold and white trim around the entrance echo this sentiment, and make me think that this store caters to upper class citizens, not arguable with the prices they tout.
There is also a 'pink campus' logo (in black) near the entrance. This references their collegiate line of apparel, again appealing to that younger college age women. Even the sale sign is modeled for the younger generation, being simple with only two colors and the sale prices taking up a majority of the space, visible from a distance.
The second sign is from in front of the main part of the store, the Victoria's Secret side. It is a gold and black art easel with a sale sign picturing the ad for the Semi-Annual Sale, a huge deal for all customers!
​
The fancy gilt easel is positioned in front of the mature section of the store, and I believe is meant to attract that same type of customer. I think the gilt edging is a bit much, and looks kind of tacky, but for an older woman, who wants to see herself as being 'fancy', I suppose this looks attractive.
​
The wording is similar to the other sale sign, in that there are minimal colors used, and those used stand out dramatically. Red, and white on a black/red background make the words 'semi-annual sale' and the prices visible all the way down the hall. The fact that they are using an easel also makes it easy to show the sign from both directions, as the image is repeated on the opposite side.
​
​
The fourth sign is the store front for the Victoria's Secret (adult) side of the store, in stark contrast to the Pink side.
This side evokes a much sexier vibe than the Pink side. The storefront is black, which conceals the inside in a foreboding sense. The interior has mood lighting, and a multitude of pictures of scantily dressed models displayed along the ceilings' edge.
​
The storefront still displays the bright pink signature color, in the form of the wrapping. This is also reminiscent of the bags they put purchased merchandise in. This makes me think that the moment you walk in, you have already received a gift. You can also think of it as the customers who are walking in ARE the gift/secret.
The third sign or display is the patriotic section on the Pink side. They have red white, and blue apparel meant to be worn in anticipation of flag day (this Friday) and of course Independence Day!
​
The section is very organized, and has a minimalist design. There is nothing on the floor, and the racks are not stacked to the point of overflow. I believe this is to show a sense of class, and that it is an upscale boutique.
​
The inside of the display is even decorated like the store front, to mimic the present motif, and provoke a sense of wonder.
​
They also display the sale prices in the gilt frames with large font. In my opinion, this plays to the laziness of the younger generation. They are not bothered to look for price tags, and this same price display is not mirrored on the mature side of the store.
The final sign is the merchandise bag they give you as you walk out of the store. The current style displays the word SALE in large capitol letters underneath the brand name, Victoria's Secret. This is not only an attractive package to take home your 'gift', but also a marketing/advertising advantage for the store. This lets more potential customers know that the 'SALE' is on.
​
If you have ever shopped at Victoria's Secret during the Semi-Annual Sale, then you know why this is such a big deal. The selection is not always perfect, but every once in a while, you find that gem hidden away, and you get it for 75%+ off the original price.
​
The color shown on the bag is of course the signature bright pink. There is also graffiti-esque drawings as the background feature. Hearts, stars, kisses, and the phrase, 'Where'd you get that?" This will appeal to a younger (Pink) audience, which gets more people drawn to the store.
​
I personally prefer the original light pink vertical striped bag, mainly because this 'sale' bag is made of thin paper. The regular bag is a lacquered paper that is very shiny. However, this bag is easier to recycle!
I also wanted to include this image of the dressing room. It is very elegant and telling about the clientele they attempt to attract. This setting is perfect for selfies, which are the new trend for younger folks. The gilt mirror and bright facial lighting, the background that doesn't have any outstanding signs or colors, it all screams take a picture! The stool is also a cute feature, with a bright pop of hot pink, the urge to take a selfie is undeniable. Proof of this can be seen all over the internet.