In an effort to expand their market, Victoria’s Secret has
started a new line. This line aims at middle school aged girls and is named
Bright Young Things. The models recruited for this brand are young girls and
the phrases illustrated on the undergarments read: Call me and Kiss me.
These marketing strategies are assumed to be catchy for
young teenage girls and are expected to further boost the sales of the 6
billion dollars business. This article quotes the Victoria’s Secret CFO saying
that young girls want to look ‘cool’ like college girls and this is what their
brand for schoolgirls called PINK caters to.
The new line called Bright Young Things has received a lot
of criticism from parents who claim that young teens are being sexualized in
the fashion industry.
3 comments:
It will be interesting to see if these parents allow their kids to buy these products. If they are strict about this sort of attire, I wonder if they will "rebel" and buy it.
Despite parent criticism, US teens have a relatively large autonomy and the ability to make decisions independent from their parents. I would think that they will probably "rebel" as you suggested and buy it.
Even though parents are criticizing the line, the parents who do this are the ones who feel more strongly about it and it is not the neutral parents who are complaining. I think that this line will sell well even though some parents disapprove.
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