On October 16, 2002 Victoria's Secret announced the launch of Pink, a new lingerie line targeted to 15-to-22 year olds. The strategy driving Victoria's Secret's launch of Pink is to introduce the teenage girls to Victoria's Secret stores.
Pink sells underwear, sleepwear, lounge wear, beauty products, and
accessories, with the intent to transition buyers into more adult
product lines, such as Angels, Very Sexy, and Body by Victoria.
Pink's competition in the lingerie market for 15–22 year old demographic and Aerie. Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006. In 2009 PINK established its first four stand-alone stores in Canada.In 2010 sales at PINK reached $1 billion.
Pink has a college line that focuses brand recognition through public
university athletics. The Victoria's Secret in Cincinnati sold a
collegiate line—in partnership with the University of Cincinnati—in
2011. Promotions for the line come from college tours, tie-ins with the music channel , and social media such as facebook In 2011, the line announced a partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names.The partnership is part of a marketing strategy for the NFL to market to teenage girls and college aged women.
In March 2013, the company mounted a marketing campaign for sexy
underwear titled "Bright Young Things" directed at teen and pre-teen
girls that drew considerable negative attention. The underwear contained
wording including "Call me", "feeling lucky" and "wild."The company was accused of "sexualising" teenage girls. When the ad
campaign was launched, Victoria's Secret chief financial officer Stuart
Burgdoerfer said that the line of underwear allowed "15 or 16 years
old... to be older, and they want to be cool like the girl in college."
After the criticism increased, Victoria's Secret removed the items from
the companys website and said that the ad campaign was meant for
college-age women.
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