Victoria Secret - consumer demographics

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  • Self acceptance and natural beauty replace the restrictive norms of the past.
  • Has there been a shift in what sexy means?
  • Statistics have rounded that VS’s current consumer demographic is between the age of 13-34 however there has been much resentment and anger around VS target audience being way too young, sexualising a lot of young girls by inappropriatley targeting them in with the ‘PINK’ collection in VS. Not only that but by putting both collections in the same store VS are further enticing the younger generation to venture into the Victoria Secret store instead of PINK. PINK’s inappropriate sexualisation of teenagers/children has had much hate on its facebook page with one saying “I’m disgusted by your decision to sexualise children” and blog posts saying “Victoria Secret has hit a new low”. Stuart Burgdoerfer, the Chief Financial Officer at Limited Brands (Victoria’s Secret’s parent company)  is quoted as saying, “When somebody’s 15 or 16 years old, what do they want to be? They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.” -https://www.pedestrian.tv/style/victorias-secret-accused-of-sexualising-teens-in-innocuous-spring-break-campaign/


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