Crossville Chronicle, Crossville, TN

Community News Network

February 14, 2013

Teen lingerie luring ever-younger girls

(Continued)

NEW YORK —

Victoria's Secret was among the first to tap the market, introducing Pink in 2004. The sub-brand is geared toward college girls, with sweatshirts emblazoned with university sports team logos and brightly-colored bras and panties. Limited Brands is opening freestanding Pink stores and adding more of the merchandise to Victoria's Secret locations.

The brand, while shopped by a variety of ages, is a hit with younger customers and working to lure more. At the Victoria's Secret Fashion Show in November, the company hired teen heartthrob Justin Bieber to perform during a segment showcasing Pink merchandise.

"When somebody's 15- or 16-years-old, what do they want to be?" Stuart Burgdoerfer, chief financial officer of the Columbus, Ohio-based company, said at a conference in Miami last month. "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."

Teen retailer American Eagle, which introduced its $250 million Aerie intimates brand in 2006, is also betting on the category, opening more stores alongside namesake locations and expanding online. It's leveraging pop culture as a marketing tool, as well. Last month, the Pittsburgh-based company said it hired Jenn Rogien, the costume designer for HBO's "Girls," as Aerie's style and fit expert for six months.

American Eagle, which had 154 Aerie stores as of Oct. 27, started carrying more bras, underwear and loungewear in the past couple of years while cutting back on broader apparel.

"It has been timely because you do see this as a growing category in the industry for sure," Jennifer Foyle, Aerie's senior vice president of global merchandising, said in a telephone interview from Hong Kong, where she was traveling for business.

Text Only
Community News Network
Marketplace Marquee
Parade
Must Read
Section Teases
Seasonal Content
AP Video
Judge Faces Heat Over Offer to Help Migrant Kids Kerry: No Deal Yet on 7-Day Gaza Truce Kangaroo Goes Missing in Oklahoma More M17 Bodies Return, Sanctions on Russia Grow Gaza Residents Mourn Dead Amid Airstrikes Raw: Deadly Tornado Hits Virginia Campground Ohio State Marching Band Chief Fired After Probe Raw: Big Rig Stuck in Illinois Swamp Cumberbatch Brings 'Penguins' to Comic-Con Raw: Air Algerie Crash Site in Mali Power to Be Restored After Wash. Wildfire Crashed Air Algerie Plane Found in Mali Israel Mulls Ceasefire Amid Gaza Offensive In Case of Fire, Oxygen Masks for Pets Mobile App Gives Tour of Battle of Atlanta Sites
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Weather Radar
2014 Readers' Choice
Graduation 2014