From the purpose of discovering the ideal image and the debate. I visited the Victoria’s secret store locate in New Bond street. The store is made up of 3 floors and one underground floor. Each floor has different collections with different style. And the underground floor has the sub brand Victoria’s secret PINK which market positions on the sports wear.
The interior design dominate of the first floor dominate the luxury black and white style with big chandeliers. Which gives the visitors a first impression of the brand identity is aiming at the higher price underwear.
The black and white photos of the Victoria’s secret models fill in every wall in the store. The photograph feeds of those sexy looking really make me have the drive to try on some underwear in those backstage style fitting room and see if I will look the same.
From an overall perspective of the store, I would say it really emphasize its brand image of creating sexy attractive women in their intimate outfit. Giving a message that from getting those underwear, women can be similar to the model. Also from the psychological point of view that it is a behaviorist approach to attract the consumers.
Meixuan Cheng 