Victoria’s Secret is known for its sexy and provocative line of bras, panties, and other intimate apparel and primarily targeted an older audience. In 2004, it launched its new Pink collection for young college students ranging from 18-22 years old. This line was designed to be cute and playful but some of their recent sleepwear contains sayings filled with strong sexual innuendos.
According to Anthony Hebron, spokesman for Victoria’s Secret parent Limited Brand, the collection is intended “…to capture the spirit of the young with Pink.” Sayings like “Let’s get Naked,” “Unwrap Me,” and “Sure Thing,” are not exactly the ideal ways to describe the spirit of the young.
Victoria’s Secret’s image as a whole is provocative, but its Pink collection was supposed to be less provocative and for a younger crowd. This raises the question of where to draw the line between the two collections. The Pink’s collection has a lot of youthful colors and prints but sayings such as “Noise Maker” and “Naughty Not Nice” put a different spin on the cute and playful image Victoria’s Secret claims to be marketing.
The majority of girls who buy from the Pink collection are in college, high school and even younger because of the girly image of the collection. Perhaps Victoria’s Secret should reformat which audience they really want to target with the Pink collection and design appropriately.
This guest blog was written by PRowl Public Relations staff member Jesenia Lepiz.