Click Here for a video of the PINK Bus’ stop on campus
Victoria’s Secret’s PINK Bus was parked Wednesday on Tower Drive in an effort to promote its collegiate line and let students purchase limited-edition clothing at the bus.
 
The Victoria’s Secret display consisted of clothing outside a bright-pink trailer, with Victoria’s Secret representatives at each customer’s beckoning.
 
“We were off campus last year, and this year we wanted to be in the mix of things,” said Caroline Wilson, Victoria’s Secret PINK marketing and events team member. “We brought our ‘Airstream’ trailer because people recognize it.”
 
The purpose of the tour is to give students a feel for the new items at Victoria’s Secret and show how diverse Victoria’s Secret’s collection really is, said Lindsay Nunez, public relations junior,
Victoria’s Secret PINK campus representative and former Daily Reveille employee.
 
“The clothes are tailored to the University,” Nunez said. “For example, we have dresses perfect for the football games.”
 
Student response at the event was positive.
 
“I loved the interactive aspect of it,” said Anneke Miller, education senior. “The free prizes were great, and the clothes were cool.”
 
PINK and the collegiate lines have been successful because they know how to appeal to their young female demographic, Dan Rice, associate marketing professor, said in an e-mail to The Daily Reveille.
 
“Potentially, this might be due to the line being seen as high-fashion, ‘cool,’ and high-quality,” Rice said. “It resonates with many young women.”
 
Campus visits are the perfect opportunity for a brand like Victoria’s Secret to gain new customers,  said advertising assistant professor Yongick Jeong.
 
“If people are not Victoria’s Secret targets, it is a good opportunity for them to be exposed to the      product,” Jeong said. “This type of event will interest new potential customers who will probably go to the real stores.”
 
This event may help broaden the audience, because the Victoria’s Secret brand is more appealing to working women, Jeong said.
 
“Victoria’s Secret targets young career women,” he said. “This way they are targeting young girls and getting them to recognize their products. This will broaden their fan base.”
 
Victoria’s Secret visited the University because of its great demographic, which appeals to the company, Wilson said.
 
“LSU has a strong fan base,” Wilson said. “College is where our ‘girl’ is, and we want to get in touch with her.”
 
Sex appeal as a marketing technique usually falls flat for many consumers, Jeong said, but not for Victoria’s Secret.
 
“Many different companies try this, and it does not work,” Jeong said. “But Victoria’s Secret’s items are linked to sexuality, and that is why sexual appeal works for their marketing.”
 
Jeong said Victoria’s Secret “angels” — or models — are an effective marketing tool.
 
“The Victoria’s Secret angels is a great technique,” he said. “It makes them stand out from the rest of the underwear brands and gives them a unique edge on the competition.”
 
Brand loyalty in college students is hard to maintain, Jeong added.
 
“The only [company] who has been successful with college students is Apple,” Jeong said. “This generation is more reasonable, so you will save money.”
 
Wilson begs to differ.
 
“As of last March, we hit 1 million members in our ‘PINK nation’ loyalty program,” Wilson said. “When our girls are loyal to us, we are loyal to them and give them special discounts.”
 
Jeong said today’s generation is more overt about its sexuality.
 
“Sex, money and other things are very popular in contemporary culture,” he said. “This is why Victoria’s Secret has been so successful.”
 
 
 
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Contact Kittu Pannu at [email protected]