Pink (Victoria's Secret)
On October 16, 2002, Victoria's Secret announced the launch of Pink, a new product line targeted to 13- 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, 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 15- to 22-year-old 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. 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. 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.
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.
Victoria's Secret Fashion Show
There has been segment in the annual Victoria's Secret Fashion Show since 2006. In 2007, the brand held an event featuring spokesmodel Miranda Kerr, alongside Jessica Stam and Rosie Huntington Whiteley. A spot in the 2007 fashion show was given to Katie Wile after she won a contest called "Pink Road Trip to the Runway."
PINK also sponsors fashion show viewing parties when the show airs.
|United States||Rachel Hilbert||2015–present|
PINK has partnered with both the MLB and the NFL for lines launched by Prinsloo as well as then Angels Chanel Iman, Erin Heatherton and Candice Swanepoel. Since then, various spokesmodels, including Hosk and Jessica Hart have attended sports events to promote those joint ventures.
Each year since 2010, the brand has hosted spring break parties to promote its collegiate collection, hosted by its models (Prinsloo, Iman, Hosk, Sara Sampaio) and usually featuring guests such as Alexander Ludwig, and Nick Jonas. The most recent one featured Rachel Hilbert, Gigi Hadid and Cody Simpson. They have also held campus bashes.
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