Victoria’s Secret has been open about going after the teen market.
The lingerie brand has invested heavily into its teen brand, Pink, and even geared its annual fashion show toward a younger audience.
Victoria’s Secret’s new ad campaign confirms its intense focus on the tween market.
It’s called “Bright Young Things” and focuses on colourful lingerie, sweatpants, t-shirts, and backpacks.
Here’s one of the ads:
Photo: Victoria’s Secret
The strategy makes sense. Teens girls have shown that they’re obsessed with having cute lingerie and parents are willing to shell out.
It’s also likely that customers who start shopping the Pink line will remain loyal to the Victoria’s Secret brand for much of their lives.
While the Pink brand is technically for college girls, a Victoria’s Secret executive admitted its actually designing for a younger audience in mind.
“When somebody’s 15 or 16 years old, what do they want to be?” Chief Financial Officer Stuart Burgdoerfer said at a conference. “They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.”
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