VICTORIA'S SECRET: THE AESTHETIC

Beginning with the logo for the Pink Apparel brand, the bold blocky letters suggests a sporty and laid back look, and reminds me of the letters on American sports jerseys. I think they used a similar font to the one used on letter jackets because the brand is aimed at high school/college/university students, so it will appeal to them more as it is something that is familiar. The apparel store sells comfortable bras, sports bras and panties as well as a range of sportswear, loungewear and some accessories like duffel bags and gym water bottles. This fits in with the logo because it has a sporty look and supports what they are trying to sell to their consumers. The logo is important to be instantly recognisable because the consumers by the apparel with the logo because they want people know they are wearing an item from this brand. As the staple crewneck jumpers are about £48, it is only desirable because of the huge PINK logo printed on the back or front of the garment, as girls want people know that they can afford to buy apparel from this brand. The shopping bags for Pink apparel are of a similar sporty look too, with a vibrant pink background and white polka dots with a white heart in the bottom right corner with the brand's dog logo in the heart. Although the bags don't have the logo on the front, it is obvious where the bag is from, which people like to walk around with to show off they have bought something from the store. The polka dots contrast from the stripes used for the Victoria's Secret bags, to show that it is from the same company but a different brand so they are still linked. Whereas the Victoria's Secret bags have their signature dark and light pink stripes with the VICTORIAS SECRET name printed across in an elegant font. The bag has a glossy finish and a black satin ribbon handle, which suggests a more elegant and sexy aesthetic compared to the matte PINK bags with a cotton string handle. The swing tickets for VS have the same striped design, and the labels are a satin weave polyester fabric, in the light pink with the logo printed on. Then the PINK swing tickets are white with the PINK logo with white labels and the same pink colour used on the information part as the logo. The Victoria's Secret logo has a very elegant design with the V and S intertwined. I think that this logo was made to look high end to make it more desirable as it is similar to the YSL logo. By having it in a black colour, it suggests sex which is what they are trying to sell. The signature pink stripes suggest femininity, and makes it more appealing to women. Many women go into Victoria's Secret as it is seen as a luxury high street store, as it can be quite expensive if you aren't a women with a fair amount of disposable income. Many women buy from these brands so that they can be seen wearing them, and the lingerie makes you feel sexy like the models you see wearing them on social media and their advertisements. If their products weren't so easily recognisable, they wouldn't be as desired by women, they would probably just buy their apparel or underwear from any other regular high street store.