Victoria's Secret PINK
The first Pink store in Ontario, Canada, opened at the Bayshore Shopping Centre as a small location in October 2013.
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| Founded | October 16, 2002 |
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| Products | Lingerie |
| Parent |
L Brands Victoria's Secret |
| Website | victoriassecret |
Pink (stylized PINK), a subsidiary of L Brands, is a lingerie line by Victoria's Secret targeting younger women than their main line. The target demographic consists of youth from ages 15 to 22.
On October 16, 2002, Victoria's Secret announced the launch of Pink, a new product line targeted to young adults and older teenagers. The strategy driving Victoria's Secret's launch of Pink is to introduce these older girls and younger women to Victoria's Secret stores. Pink sells underwear, swimsuits, sleepwear, loungewear, 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 the youth demographic includes Abercrombie & Fitch and Aerie by American Eagle. Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006. On November 1, 2009, Pink established its first stand-alone store in Canada, prior to the main Victoria's Secret brand opening its first store on August 12, 2010. In 2010, sales at Pink reached $1 billion.
Pink has a college line that focuses brand recognition through public university athletics. Promotions for the line come from college tours, tie-ins with the music channel MTV, and social media such as Facebook and MySpace. 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. It remains available for some teams as of 2017.
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 company's website and said that the ad campaign was meant for college-age women.
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