Hot trend for lingerie stores? Targeting teens
As retail sales growth slows, Victoria's Secret and other stores are targeting younger girls with colorful bras and other intimates.
Victoria's Secret was once considered a shopping destination for the woman over the age of 18 who had her own income and, presumably, a love life to go with it.
Speaking about her 13-year old daughter, shopper Kathleen Jordan told Bloomberg, "Now she has more bras than I do, in every color under the sun." She added that her daughter's girlfriends are also buying intimates from Victoria's Secret.
Justice, a store that sells to 7- to 12-year-olds, is selling flowered panties and tie-dye bras, while teen chain Hot Topic is testing an edgy line of intimates that include a "killer extreme push-up bra" and panties with skulls and and ruffles.
The retailers are "all going to say they’re targeting 18- to 22-year-olds, but the reality is you’re going to get the younger customer,” Marcie Merriman, founder of retail and brand strategy consultancy PrimalGrowth, told Bloomberg.
It's a far cry from the limited choices that middle-school and high-school girls had just a couple decades ago. Then, the biggest choice was what color of cotton underwear to pick. Teens and younger girls now aspire to the styles worn by celebrities, ranging from thongs to colorful bras that are worn to be visible under clothing.
The push toward younger lingerie buyers comes as retail sales growth slows. Retail sales barely budged last month, as consumers were hit by higher taxes and gasoline prices, Reuters reports.
Victoria's Secret's Pink brand, meanwhile, is expected to become a $3 billion business -- up from about $1.5 billion now -- in a few years, Bloomberg notes. While the brand is sold to all ages, it's popular with younger buyers.
More on moneyNOW
Republicans, Libertarians and Teabaggers will pimp their wives and children of any age for a PROFIT.
Disgusting and Un-Godly perverts!
Burn in hell scumbags!
Copyright © 2014 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
- Apr gold dipped to a session low of $1337.80 per ounce in late morning action after trading as high as $1352.90 per ounce earlier in the session. However, the yellow metal managed to push back into positive territory and settled at $1346.50 per ounce, or 0.4% higher.
- May silver pulled back from its session high of $21.33 per ounce and brushed a session low of $20.67 per ounce by late morning pit trade. It eventually settled with a 0.4% loss at $20.82 per ... More
More Market News
As the economy picks up steam and baby boomers retire, sales of recreational vehicles are making a comeback. Here are 3 stocks to play the trend.
MUST-SEE ON MSN
- Video: Easy DIY smoked meats at home
A charcuterie master shares his process for cold-smoking meat at home.
- Jetpacks about to go mainstream
- Weird things covered by home insurance
- Bing: 70 percent of adults report 'digital eye strain'