Ohio
USA
FMD-ID
BR2736

About

PINK is a diffusion line of Victoria's Secreat that is dedicated to a younger target group between 15-to-22 years. The strategy driving Victoria's Secret's launch of Pink is to introduce the teenage girls to Victoria's Secret stores. Pink sells underwear, sleepwear, lounge wear, beauty products, and accessories, with the intent to transition buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria.

Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006. In 2009 PINK established its first four stand-alone stores in Canada.

Pink has a college line that focuses brand recognition through public university athletics. The Victoria's Secret in Cincinnati sold a collegiate line—in partnership with the University of Cincinnati—in 2011. Promotions for the line come from college tours, tie-ins with the music channel MTV, and social media such as Facebook, MySpace. In 2011, the line announced a partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names. The partnership is part of a marketing strategy for the NFL to market to teenage girls and college aged women.

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