Thomas Hine | EssayIvy.com

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“What’s in a Package” by Thomas Hine

How ‘Victoria’s Secret’ Uses Packaging to Create, As Hine Puts It, “A Personality, An

Attitude toward Life”

Thomas Hine begins his piece of an inscription by questioning how people feel about

going into a shopping store. The author generally points out the issue of how package affects

people’s thinking of a commodity and talks about how the packages vary from one culture to

another. “What’s in a Package” backs up the culture part of the writing by claiming that people

all over the world have distinctive and divergent expectations from their businesses (Para 1). The

scholar continues by talking about how packaging is a promise of having the best quality to its

consumers. Thomas Hine furthers his argument by writing about the package, and the way

packaging can be comparable to a previous one to remind users of the past situation. What is

more, Hine mentions that this contemporary era has its special kind of packaging, which meets

the expectations of the people. The writer shifts his subject matter to how packaging can be

important in people’s lives: their businesses inclusive. In relation, a study conducted on

Victoria’s Secret trends indicated that the store has turned out to be the only name that matters in

lingerie through its packaging trends. The store packaged its clothing labels, cologne, bags, and

so forth, outstandingly and created an image for itself and its consumers through packaging,

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which brought out “a personality, an attitude toward life,” as demonstrated by Thomas Hine

(Para 1). Primarily, this discussion involves how the packaging of the store’s products affected

the way I bought the products.

To begin with, Victoria’s Secret store played soothing music, which apparently facilitated

the conversation between sales representatives and the buyers. Indeed, the pacifying music

facilitated my discussion with the sales reps as soon as I stepped into the lingerie store. The

music placed me in a buying mood and made me spend more time in the store, look at the goods,

and complete a purchase (Para 2). Victoria’s Secret seemed to be conscious of the need to do

everything within its means to ease the clients into the mood of acquiring the products. By

choosing the right tunes, the store encouraged all buyers to feel happy, confident, and positive in

their purchases. What is more, Victoria’s Secret used genre, volume, and tempo and combined its

selections of music with suitable sensory influences. As one of the customers who walked

through the doors of the store, I can confirm that the soothing music increased my spending habit

(Para 2).

Victoria’s Secret never used music only to influence purchasers. The store as well

appealed to the visual pleasure of customers by arranging commodities in an aesthetically

pleasing and easy to find manner. The sales representatives encouraged the shoppers to spend

more time shopping and browsing. In addition, they engaged the tactile sense of consumers by

encouraging them to touch the existing goods. Perhaps this was an idea to make us pick the items

up with the intention of influencing us to want to take carry them (para 3). By listening to the

soothing music, which I liked very much, I felt like I had a positive experience with Victoria’s

Secret. I enjoyed myself listening to the music regardless of the setting and my time at the store

became automatically enjoyable, resulting in an apparent increase in the value of my time

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therein. In fact, I never minded even waiting a moment or two considering the fact that the store

provided excellent tunes.

Another observation made at Victoria’s Secret store was the strong emphasis placed on

customer service. As a person, I took care of the organization and its sales representatives

because they took care of me. The workers kept the customers in the first place and created a

good experience for us that I will never forget. Maybe, the company considered customer service

as an important aspect of trade in our loyalty to and choice of the existing brands (Para 2). The

sales representatives made customer service better at the store by making sure staffs were

available to purchasers when needed. Furthermore, they offered knowledge and never pushed

their services and products. The staffs educated us and gave us the time to choose for ourselves,

with our personal needs in mind, instead of pressurizing any of us to purchase. Then again, they

encouraged consumer loyalty with a program of reward. I also felt appreciated and valued as

each of the sales rep that attended to me said: “thank you.”

On the losing end, Victoria’s Secret carefully engineered the ambiance of the store.

Without a doubt, the ambient smells and sounds made me less careful with my money (Para 3). It

seems that the management impelled in the smell of an apple pie with the intent of increasing the

sales of the available commodities. Besides, the store placed flowers in front of the main

entrance, which was undoubtedly attractive to customers, particularly women, by their nature.

Just as the songs played in the store, the flowers as well had a soothing effect. When I got into

the store, I came from a busy setting, and the flowers were my first temptation as a buyer. That

withstanding, Victoria’s Secret focused on premium packaging for all its products. The company

used different qualities of pink with attention-grabbing packaging, each distinctive in design and

style. The pink color seemed to create a sense of urgency, which encouraged consumer appetite

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for the products. What is more, the color was cheerful and appeared to target the promotion of

customer optimism (Para 4). I felt more energetic on seeing the pink color, which evoked better

reactions and responses from me as a potential consumer. As well, the products were simple,

pretty decent, attractive, and easy to handle. Such display of products appeared to reveal the

active relationship between packaging and its meaningful cycle in the society as demonstrated by

Thomas Hine in “What’s in a Package.”

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Work Cited

Hine, Thomas. The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles,

Cans, and Other Persuasive Containers. Boston: Back Bay Books, 1997.

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