Pink (Victoria's Secret)

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Victoria's Secret Pink Store NYC

Pink or PINK is a lingerie line by Victoria's Secret targeting younger women than their main line.


On October 16, 2002, Victoria's Secret announced the launch of Pink, a new lingerie line targeted to 15-to-22 year olds.[1] The strategy driving Victoria's Secret's launch of Pink is to introduce the teenage girls to Victoria's Secret stores.[2] Pink sells underwear, 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.[3]

Pink's competition in the lingerie market for the 15–22 year old demographic includes Abercrombie & Fitch[4] and Aerie by American Eagle.[1][5] Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006.[6] In 2009, Pink established its first four stand-alone stores in Canada.[citation needed] In 2010, sales at PINK reached $1 billion.[citation needed]

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.[7] The partnership is part of a marketing strategy for the NFL to market to teenage girls and college-aged women.[7]

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".[8] 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.[9]


Victoria's Secret Fashion Show[edit]

There is a Pink segment in the annual Victoria's Secret Fashion Show since 2006.


Pink has its own spokesmodels, the first one being Alessandra Ambrosio.

Brazil Brazil Alessandra Ambrosio 2004–2006[10]
Australia Australia Miranda Kerr 2006–2008[11]
Namibia Namibia Behati Prinsloo 2008–2011[12][13]
Sweden Sweden Elsa Hosk 2011–2014[14]

Excpet for Hart, every Pink spokesmodel became an Angel.

Special events[edit]

In 2010, Erin Heatherton and Candice Swanepoel assisted Prinsloo and Iman in launching the brand's MLB and NFL lines.[15][16][17]

Other models, such as Jessica Stam, Chanel Iman,[18] and Rosie Huntington-Whiteley,[19] Jessica Hart,[20] Sara Sampaio,[21] Rachel Hilbert,[22] Taylor Marie Hill,[23] as well as numerous celebrities (including Ashlee Simpson[24]) have appeared at events for the brand, such as its Spring Break concerts.


  1. ^ a b Rozhon, Tracie (October 25, 2002). "A Lingerie Maker Returns To Its Racier Past". The New York Times. Retrieved December 9, 2012. 
  2. ^ Merrick, Amy (February 29, 2008). "Apparently, You Can Be Too Sexy". The Wall Street Journal. Retrieved October 23, 2012. 
  3. ^ "Limited Brands 2009 Annual Report". p. 56. Retrieved October 27, 2012. 
  4. ^ Trefis (7 July 2010). "Impact on Lingerie Brand on A&F Stock". Retrieved October 10, 2012. 
  5. ^ Barbaro, Michael (July 15, 2006). "What Women Want; Underwear That Fits So Well It Can Be Outerwear". The New York Times. Retrieved December 5, 2012. 
  6. ^ Kuczynski, Alex (March 16, 2006). "Leaving Las Vegas With a Little Secret". The New York Times. Retrieved December 5, 2012. 
  7. ^ a b "Limited Brands Timeline". Limited Brands. Retrieved November 11, 2011. 
  8. ^ Jane, Emily (27 March 2013). "Racy Victoria's Secret spring break campaign angers parents". Retrieved 28 March 2013. 
  9. ^ Morrison, Karen (27 March 2013). "Parents' fury at Victoria's Secret 'sexualising' girls". The Sun (UK). Retrieved 28 March 2013. 
  10. ^ "Victoria's Secret Targets College Women". MSNBC. 2004-07-29. Retrieved 11 November 2011. 
  11. ^ "Miranda Kerr Launches Victoria's Secret New Pink Bdy Organic and Natural Body Care Collection". March 10, 2009. 
  12. ^ Barnett, Leisa (May 27, 2008). "Victoria's Pick". Vogue (UK). Retrieved November 3, 2012. 
  13. ^ Kaunitz, Kate (March 15, 2010). "Behati Prinsloo Opens PINK". Fashionista. Retrieved October 18, 2012. 
  14. ^ Lewis, Casey (November 3, 2012). "Supermodel Elsa Hosk on Her Favorite Sports, Style Essentials, and Advice For Breaking Into The Business". 
  15. ^ "Strange Bedfellows: Victoria's Secret Pink Makes Football Jerseys". April 23, 2010. 
  16. ^ "Candice Swanpoel & Behati Prinsloo attend the Victoria's Secret Pink MLB collection launch in Chicago". EyePrime. June 14, 2010. 
  17. ^ Taylor Hill/FilmMagic. "Mark Sanchez and Erin Heatherton - Did You See That? - Photos -". Retrieved 2013-10-20. 
  18. ^ "VS Pink Nation Pool Party | World Red Eye". Retrieved 2013-10-20. 
  19. ^ "Rosie Huntington's Career Highlights". New York magazine. October 17, 2012. Retrieved October 17, 2012. 
  20. ^ "Victoria's Secret Angels Jessica Hart and Elsa Hosk get into the sporting spirit at opening of store at Dallas Cowboys stadium". Daily Mail. October 2, 2012. Retrieved October 20, 2012. 
  21. ^
  22. ^
  23. ^
  24. ^ POPSUGAR Celebrity. "Ashlee Simpson Gets Pink for Victoria's Secret". Retrieved 2013-10-20.