Victoria’s Secret PINK is the #1 loungewear brand in the world. Pink is clothing line aimed at a younger, college-aged generation of lingerie shoppers. Victoria’s Secret partnered with 33 universities to launch Pink’s Collegiate Collection: a series of shirts, accessories and sports gear cross-branded with names, colors and mascots from 33 universities. Participating schools include University of Texas, UC Berkeley, Boston College and Harvard.
Victoria’s Secret Pink offers a wide variety of loungewear including Robes, Slippers, Hoodies, Tees, Tanks, Pants, Sleepwear and so much more. You can find your favorite school and NFL teams too. Their accessories include handbags, bedding, totes, laptop cases, towels, sneakers, luggage and many other items. Pink offers sweats and pajamas versus teddies and push-up bras. The brand image is one of “cute and playful” versus the more overtly sexy image of the core brand. In 2008 Pink accounted for 17 percent of total retail sales for the brand.
This is easily the labels most comprehensive line — will be supported and promoted by a campus tour program and paid collegiate brand ambassadors. It’s designed to further entrench it with the 18-to-22-year-old set. “This grass-roots approach is a brilliant approach for them,” said Thomas Filandro, an analyst with Susquehanna Financial Group. “It’s a powerful way to connect with the core customer that they’re targeting.”
The strategy is also an effective way to cultivate customers for the flagging $5.6 billion Victoria’s Secret brand, which like Pink is owned by Limited Brands. Pink, sold at Victoria’s Secret stores, in its catalog and online, is one of the few consistent bright spots in the Victoria’s Secret empire. Six dedicated Pink stores are also open, with plans for more on the horizon.
“Pink has been a tremendous growth vehicle for them and gives them an opportunity to capture that customer at a much younger age than Victoria’s Secret was able to do previously,” Mr. Filandro said. “The earlier they can get her, the more likely it is they’ll keep her.”
Victoria’s Secret is actively involved in the promotion of Victoria’s Secret Pink. It is promoted by carrying out tours across college campuses. It also has a tie-up with the popular music channel MTV. Victoria’s Secret Pink is also promoted through some of the popular webspaces like Facebook, MySpace and other blogs that are of interest to the youth.
The Pink line has featured such spokesmodels as Alessandra Ambrosio who represented the line from 2004-2006 and Rosie Huntington-Whiteley from 2006-2007. Currently the spokesmodels are Candice Swanepoel, Erin Heatherton and Coco Rocha.
Fans of the Pink line are very dedicated to the brand. As for me I absolutely everything Victoria Secret has to offer and the Pink line is one of my favorites. The target market is definitely a younger generation than their usual apparel, but it gives younger women the ability to buy functional and cute undies and clothing. It gives casual clothing a sexual appeal; you can leave the house in Pink sweats and still feel gorgeous. It’s the perfect loungewear for when you are hanging out with your boyfriend on a rainy day or running errands to the grocery store and don’t have time to “dress up”.