vspink deck case study

8/13/2019 VSPINK Deck Case Study

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PINK Overview

Launched by Victorias Secret in 2002 Targets teens and college girls Collection consists of:

Sleepwear, Loungewear Intimates (i.e. bras and panties)

Offers co-branded merchandise withuniversities across the country, the MLBand the NFL

Sold at VS stores, PINK stores andonline.

One of several companies underLimited Brands including Victorias Secret Bath and Body Works La Senza

Henri Bendel


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PINK Finances

Net sales (millions): $4,981 Comparable store sales: 7% Number of stores (U.S): 1,019 Selling square feet (U.S.): 6,153,000

**Victorias Secret and PINKs financialinformation are reported together (as of

February 2, 2013).


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VS PINK Profile

The volume of conversation surroundingVS Pink on social media channels isalways spiking. When a special event isaround the corner the VS pink social

media sites are there to talk about it withtheir viewers/followers.

Over time VS pink is talked about almost5 times as much as their competitor Gilly

Hicks.


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PINK Nation

PINK Nation is a members only club wheremembers get special deals, games, freebies

and the latest PINK news. Members also get toparticipate in contest and help design

challenges that promote the brand. PINK Nationwas launched in 2009. PINK Nation applicationsare available on iPhone, iPad and Andrioddevices. PINK Nation can keep with PINK

happenings through texts, email and online.


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VS PINK Profile

The overall sentiment was positive andfriendliness in the conversations dealingwith VS PINK

The top social media sites for VS Pink areFacebook and Instagram because theseare the sites that upload the mostpictures and communicate with their

audiences.


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@VSPINK


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Gilly Hicks

Gilly Hicks is a brand owned byAbercrombie and Fitch specializing in

womens undergarments. Gilly Hicks was

founded on January 21 2008 and ishead quartered in Albany Ohio. Gilly

Hicks has 28 stores nationwide


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Gilly Hicks

Gilly Hicks will be closed by January 2014by Abercrombie and Fitch citing poor

sales performances. Gilly Hicks branded

items will still be sold at Hollister stores.


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Gilly Hicks

Gilly Hicks is an Australian themed storethat specializes in womens garments

tailored for a young demographic.

Slogans include down undies.


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Key Word Over Time@VSPINK

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Twitter : Keyword over time @VSPINK


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Key Word Over TimeVS PINK

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Twitter : Keyword over time VS PINK


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Key Word Over Time@GillyHicks

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Twitter : Keyword over time @GillyHicks


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Key Word Over TimeGilly Hicks

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Gilly Hicks


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Sentiments Report@VSPINK

Twitter : Twitter Sentiment (@VSPINK) Percentage

Affection Friendliness

Enjoyment Elation

Amusement Excitement

Contentment Gratitude

Sadness Grief

Anger Loathing

Fear Uneasiness

Humiliation Shame


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Sentiments ReportVS PINK

Twitter : Twitter Sentiment

( VS PINK) Percentage


Enjoyment Elation



Sadness Grief

Anger Loathing

Fear Uneasiness

Humiliation Shame


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Sentiments Report@GillyHicks

Twitter : Twitter Sentiment (@GillyHicks) -

Percentage


Enjoyment Elation



Sadness Grief

Anger LoathingFear Uneasiness

Humiliation Shame


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Sentiments ReportGilly Hicks

Twitter : Twitter Sentiment

(Gilly Hicks) - Percentage


Enjoyment Elation



Sadness Grief

Anger Loathing

Fear Uneasiness

Humiliation Shame


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Facebook AnalyticsPINK

Utilizes PINK Nation www.pinknation.com

7, 031, 353 members and increasing daily

PINK Facebook page https://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebook

Also have active Twitter, Pinterest, Instagramand YouTube accounts.
http://www.pinknation.com/https://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttps://www.facebook.com/vspink?cm_re=130624-_-sub_sm-_-facebookhttp://www.pinknation.com/


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Facebook AnalyticsGilly Hicks

https://www.facebook.com/gillyhicks Joined Facebook in 2009 405, 823 likes 4, 378 talking about this 474 check-ins

Other brands Abercrombie and Fitch,Abercrombie Kids, & Hollister all have active

accounts.
https://www.facebook.com/gillyhickshttps://www.facebook.com/gillyhicks


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VS PINK InsightsEstablish a two-way communication presence

Social Media Best Practices for the Retail Industry suggest:

1.) Focused. Stay on message and make sure your updates and

interactions reflect your brand in a positive light.

2.) Attentive. You need to monitor on an ongoing basis to stay on top

of customer complaints and issues as well as to thank customers whopraise your company and refer others to you.

3.) Responsive. If someone poses a question, you need to have

someone on hand to respond within 24 hours as the speed of social

network conversations is amplified by the way people are

connected to one another, more so than email.

4.) Integrated What you do online must mesh with what you are

doing offline and what you do offline should consider the fact that

you are building a community of customers online as well.http://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.html
http://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.htmlhttp://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.htmlhttp://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.htmlhttp://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.htmlhttp://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.htmlhttp://www.ft.sbresources.com/MyIndustry/SBR_template.cfm?document=retail-social_best_practices_app-1.html


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VS PINK Insights

Involve employee recommendations Conduct multiple, frequently

promoted campaigns Engage fans across Facebook, Twitter,

Pinterest, email, and other socialnetworks Call fans to action Offer social media exclusives that fans

wont find elsewhere

Enable social endorsement Conduct Polls Make sure content is consistently

frequently and authentically sharewith audience.


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ConclusionIn conclusion VS PINK has great social media presence.

Through brand sponsored events we noticed was a spike inbrand activity on brand accounts. With events like Victoria

Secret Fashion Show the brand experienced a gain inpopularity that needs to be taken advantage of in the future.

VS PINK also does a good job of targeting their nicheaudience of teenage and college age women. Nevertheless

VS PINK can work of creating a strong policy of two-waycommunication with their niche. This brand does out beat its

competitors with their social media activity. Although GillyHicks from what was monitored showed a more spikes in

brand activity while VS PINK had fewer peaks. VS PINK branddid have an overall positive emotional response from the

public while Gilly Hicks did not. VS PINK has promising socialmedia presence and with some small implementations the

brand will only continuously grow internationally.


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LIVE COMFY. LIVE CHIC. LIVE PINK.

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