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Posts Tagged ‘Pink’

Victoria’s Secret and Others Marketing Lingerie to Tweens

Today in We’re Not Sure How We Feel About This news: Top underwear brand Victoria’s Secret, in an apparent attempt to expand upon the runaway success of its “collegiate” brand Pink, wants to tailor more of its marketing efforts to the middle-school-aged “tween” crowd.

According to Bloomberg Businessweek, which ran the story under the provocative headline “Forget training bras. Girls are buying lingerie”, the demand for “intimate apparel” among young girls continues to grow because, in the words of Victoria’s parent brand Limited’s CFO, these tweens all “want to be older…they want to be cool like the girl in college”. Relevant retailers are scrambling to make the most of it: For example, a quick visit to tween retail giant Justice‘s website reveals collections of bras and panties by a brand that defines its own target audience as girls aged 7 to 12.

Pink hasn’t unveiled any products specifically designed for 12-year-olds, but its decision to hire Justin Bieber for the Pink segment of last year’s Victoria’s Secret Fashion Show is sufficient evidence of the brand’s desire to reach younger audiences with its combination of brightly colored sweatpants and underwear. While the company names its target consumer as a 15 or 16-year-old girl, some younger women will clearly be drawn in by the campaigns.

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MTV Adds Social Activism to VMAs Mix

Katy Perry and a Moonman in 2010. She's among the nominees for this year's 'Best Video with a Message' award. Photo: PA

MTV‘s annual Video Music Awards — the coveted Moonman presentations — are now in their 28th year, set to air Sunday, August 28. Among the network’s most popular features — and still focused on music videos, of all things — the VMAs have also become a showcase of outrageous celebrity behavior, such as Kanye West’s rude intrusion during Taylor Swift’s speech, and the now-legendary Madonna-Britney kiss. These displays/publicity stunts tend to spur more post-show buzz than the actual award winners.

This year, MTV’s aiming to generate a different sort of post-VMA buzz, one that doesn’t rely on allegedly unplanned bad manners. The network last week announced the addition of a new award category, “Best Video With a Message,” meant to honor artists whose recent music videos featured a positive message or raised awareness of important social issues.

The category’s creation was a no-brainer, according to MTV president Stephen Friedman. “During the past year, we’ve seen a remarkable number of artists use their music to explore deeply personal experiences and issues they were passionate about to create powerful videos that resonated with and inspired millions of fans,” he said.

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