“Hello Ladies.” I say as I nestle into the Victoria’s Secret BioFit Uplift Bra, my bust shaping up like Jiffy Pop about to blow. “Well, that’s a whole new thing, eh?” I whistle at myself and plunk down the plastic, trussing up some self esteem in the process.
The BioFit is strategically engineered to enhance lesser endowed women more and more endowed women less.
“So,” I ask Steve “If the A has more padding than the B, and the B more than the C – are they trying to make all boobs in the world unite and stand as one big collection of Hershey Kisses gracing boobdom without variety in size and shape? Sounds pretty boring.”
He smiles a little and glances at me from the corner of his eye. You see, he’s driving the car and I’m test driving the bra in the car, which would be less distracting if I wasn’t hiking my shirt up to show him and he wasn’t looking at the other drivers daring them to stare too hard so he can loosen their teeth.
“I don’t see how that’s possible.” He counters “You might make an A into a B, but you can’t make an A into a C, so the Associative Property breaks down . . . or is it the Communicative Property . . .” He stammers a little as I reach in to rearrange the rack into a more prominent position.
“Okay, I buy that, but do you like it?” I ask leaning forward a little, knowing this is a no win question for him. If he likes it then I wasn’t good enough without it. If he doesn’t like it then it’s a general indictment of boobs, which is not going to toast my bread either.
“Well, it’s okay, but isn’t it a little bait & switch?”
“In what way?” I say, admiring the deft side-step answer.
“Well, you know, the street appeal is huge – or at least bigger – but then, you go under the hood and . . . I don’t know. Seems disappointing.”
Hmmm…maybe he’s right about that, at least for couples who are just getting to that under-the-hood phase of the getting-to-know-each-other thing. But, hey, after 25 years of trips under the hood, what’s to disappoint?
“Okay, but do you like it?” I ask again, meaning of course, does he like it on me? “Or, said another way, does it contribute to your life enjoyment in the same way that, say, an Xbox 360 would?”
Furrowed Brow. “What kind of question is that?
“Admittedly a poorly worded, unfair, backing-you-into-a-corner question relevant to nothing other than the fact that men in my survey believe that this bra will improve life enjoyment more than an Xbox 360.”
“Well,” He says, throwing a side long smile that slices me in two. “Maybe they haven’t been under the hood.”
“Watch it.”
The Data:
The Victoria’s Secret BioFit Bra has moderate initial awareness at 40%, with women almost twice as likely to be aware than men. Conversion rates are relatively low as well. This is a real shame given men’s interest in a product designed overtly for women – or is it? While the success index is moderate also, the intensity of scores for perception of purely physical benefits that could be experienced by using the product far surpasses the XBOX 360 among men and women alike. We see the same thing for perceived health benefits. This product also provides heightened emotional benefits with high scores for men and women (nearly twice as high as Xbox 360) for product use that improves life potential. And, that’s a pretty rousing endorsement for any new product. Awareness is probably the biggest obstacle to success here.
Xbox 360 has very high initial awareness, exceeding 90% and high initial conversion rates as well. But all other measures are moderate, indicating limited potential to connect longer term with the broad swath of consumers in the marketplace.
The BioFit is strategically engineered to enhance lesser endowed women more and more endowed women less.
“So,” I ask Steve “If the A has more padding than the B, and the B more than the C – are they trying to make all boobs in the world unite and stand as one big collection of Hershey Kisses gracing boobdom without variety in size and shape? Sounds pretty boring.”
He smiles a little and glances at me from the corner of his eye. You see, he’s driving the car and I’m test driving the bra in the car, which would be less distracting if I wasn’t hiking my shirt up to show him and he wasn’t looking at the other drivers daring them to stare too hard so he can loosen their teeth.
“I don’t see how that’s possible.” He counters “You might make an A into a B, but you can’t make an A into a C, so the Associative Property breaks down . . . or is it the Communicative Property . . .” He stammers a little as I reach in to rearrange the rack into a more prominent position.
“Okay, I buy that, but do you like it?” I ask leaning forward a little, knowing this is a no win question for him. If he likes it then I wasn’t good enough without it. If he doesn’t like it then it’s a general indictment of boobs, which is not going to toast my bread either.
“Well, it’s okay, but isn’t it a little bait & switch?”
“In what way?” I say, admiring the deft side-step answer.
“Well, you know, the street appeal is huge – or at least bigger – but then, you go under the hood and . . . I don’t know. Seems disappointing.”
Hmmm…maybe he’s right about that, at least for couples who are just getting to that under-the-hood phase of the getting-to-know-each-other thing. But, hey, after 25 years of trips under the hood, what’s to disappoint?
“Okay, but do you like it?” I ask again, meaning of course, does he like it on me? “Or, said another way, does it contribute to your life enjoyment in the same way that, say, an Xbox 360 would?”
Furrowed Brow. “What kind of question is that?
“Admittedly a poorly worded, unfair, backing-you-into-a-corner question relevant to nothing other than the fact that men in my survey believe that this bra will improve life enjoyment more than an Xbox 360.”
“Well,” He says, throwing a side long smile that slices me in two. “Maybe they haven’t been under the hood.”
“Watch it.”
The Data:
The Victoria’s Secret BioFit Bra has moderate initial awareness at 40%, with women almost twice as likely to be aware than men. Conversion rates are relatively low as well. This is a real shame given men’s interest in a product designed overtly for women – or is it? While the success index is moderate also, the intensity of scores for perception of purely physical benefits that could be experienced by using the product far surpasses the XBOX 360 among men and women alike. We see the same thing for perceived health benefits. This product also provides heightened emotional benefits with high scores for men and women (nearly twice as high as Xbox 360) for product use that improves life potential. And, that’s a pretty rousing endorsement for any new product. Awareness is probably the biggest obstacle to success here.
Xbox 360 has very high initial awareness, exceeding 90% and high initial conversion rates as well. But all other measures are moderate, indicating limited potential to connect longer term with the broad swath of consumers in the marketplace.
1 comment:
Oh, i love victoria´s secret fashion, i think it have the most beautiful collection in clothes, perfume or make up, it drive me crazy!!! I like the fragance and my boyfriend love it, specially because he need to be stimulated this days. Actually i buy viagra for him, he have had some problems, but i am sure we’ll solve it.
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