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Possible segmentation: more...

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Phase 1: (who will initially be targeted)

• Gift-givers

o Female, 18-30, (price insensitive when it comes to fashion), sophisticated, dating/in relationships, fashion-conscious. Benefits sought: high-quality gift for their bf, to improve wardrobe of significant other. The men they will be purchasing for are more likely to be open to the idea of wearing clothes and other accessories that are associated w/ the VS brand.

o Female, 30-55, mid-high income, married, less fashion-conscious. Benefits sought: trying to spice up marriage, seeking alternative gift options, fulfilling husband’s needs/improving their wardrobes (work-related attire, etc)

• Very Victoria (fall under gift-giving segment as well)

o Women 18-35 who are very loyal to the VS brand and are frequently shop and make purchases at the store. View all VS products as specialty products. May buy new male items for relatives/friends/significant others. Brand name symbolizes quality and fashion that they view as unique to VS. Benefits sought: want to spread the VS brand that they are comfortable with to other markets and provide ppl w/ VS products that they are confident will be a success. Like the men’s line b/c it makes purchasing these types of products more convenient since they already frequent the store.

• Savvy men who set the trends

o Male, 24-30, mid-high income (price insensitive to fashion), innovator/group leader, confident; buy with trends. Benefits sought: trendy, modern, and fashionable clothing/accessories.

Phase 2: (the eventual goal is to target these individuals)

• Average Joe

o Male, 18-45, mid income, benefits sought: looking mostly for comfort, but also wanting sex appeal to attract the ladies; fashion to an extent, but not necessarily seeking the hippest/newest trends. More traditional, not quick to follow every trend and may be apprehensive to certain new styles.

• Married man with money to spend

o Male, mid-high income, wants to impress/satisfy his wife with sex appeal…possibly spice up the marriage? Concerned with fashion/business attire and wife has strong influence on purchase decisions.

• Fashionable, young males*

o Age: 18-30, mid-high income, innovators/early adopters who feel comfortable in the VS atmosphere; adventurous, willing to experiment/explore; these are the men who were the most likely to buy the products during phase 1, as well as the men who received the products as gifts/ heard positive feedback about the men’s line from friends or other individuals who purchased the product. Benefits sought: comfort, style and prestige, sex appeal, opportunity for engaging in conversation with female shoppers. Not necessarily looking to follow trends, but susceptible to the appeal/introductory buzz that the VS brand has to offer.