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Pink (stylized PINK) is a lingerie and apparel line by Victoria's Secret, a former subsidiary of L Brands, targeting younger women than their main line. The target demographic skews younger from teenage girls (13-18) to young adult women through their mid-twenties (18-25).[1] PINK had a regular segment featuring their products in the Victoria's Secret Fashion Show, held through . Sales at the company were initially swift, reaching $1 billion in .[2] Reports of decline due to shifting consumer preferences appeared in .[3][4][5]

History

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Pink in Vancouver, BC, Canada

On October 16, , Victoria's Secret announced the launch of PINK, a new sub-brand and product line. While originally aimed at "tween" girls ages 10&#;12, the brand would eventually state its official target demographic is teen girls and college-age women.[1] The product first appeared in late in select stores, with a full chain-wide roll out in July .[6][7] The company often placed its stores side-by-side with Victoria's Secret stores.[3]

The PINK brand sells underwear, swimsuits, sleepwear, loungewear, beauty products, and accessories.[8] The brand was launched strategically, to increase and preserve future Victoria's Secret customers (i.e, ages 21+) and market share by building an expanded pipeline of customers whose brand awareness and loyalty are established and cemented up to 10 years earlier, as tweens and teens.[9]

Pink's competition in the lingerie market for the youth demographic includes Abercrombie & Fitch[10] and Aerie by American Eagle.[1][11] The company's pajamas and sweat pants proved popular within the teenage and preteen set from .[12]

The company grew rapidly in the s, adding stores domestically, and by , sales at PINK reached $1 billion.[2] On November 1, , PINK established its first stand-alone store in Canada,[13] prior to the main Victoria's Secret brand opening its first Canadian store on August 12, .[14]

After working as a leading executive at L Brands and Bath and Body Works, Richard Dent joined the management team at PINK in .[15] He held several key leadership roles at PINK, including the jointly-held responsibilities of COO, SVP, and co-leader of the division.[15][16][17] Under Dent's leadership, the brand established a partnership with the National Football League (NFL), Major League Baseball (MLB) and the Collegiate Licensing Company for use of the names and logos of 60 universities in a line of PINK clothing.[15] The Pink "Collegiate Collection" was released in July .[18] Dent expanded the company&#;s college line in to include historically black colleges and universities (HBCUs), in response to a campaign by a student at Howard University.[15][17]

Denise Landman was appointed CEO at PINK in and served until she retired at the end of .[19][2] Landman was succeeded by Amy Hauk as CEO in .[19]

The PINK line has been promoted through college tours, and in , the brand continued to work in partnership with NFL teams to market apparel containing team logos to teenage girls and college-aged women.[20]

In March , Victoria's Secret PINK launched a marketing campaign for its "Bright Young Things" underwear line, directed at teen and pre-teen girls, that drew considerable negative attention. The underwear contained wording such as "call me", "feeling lucky", and "wild". A Change.org petition calling for the company to discontinue its product line amassed over 24,000 subscribers. After the criticism increased, Victoria's Secret removed the items from the company's website and said that the ad campaign was meant for college-age women.[21]

Reports of declining sales at PINK began to appear in , following shifts in consumer preferences towards athleisure and a move towards more body-positive brands of underwear than parent brand Victoria's Secret.[22][3][23] Analysts have regarded PINK as more nimble, with a better track record of shifting their marketing towards inclusivity, than their parent brand,[3][24] which faced an onslaught of controversy in and .[25][26][27] As of , the company had 141 stores, all attached to Victoria's Secret stores.[3]

Marketing

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Victoria's Secret Pink Store in New York City

PINK is a division of Victoria's Secret, and was owned by American retail company L Brands. Victoria's Secret was a subsidiary of L Brands, with financials for PINK reported jointly with those of Victoria's Secret.

In a letter to shareholders, the company's founder, Les Wexner, stated in that PINK had "brought vitality, youth, energy, and an all-new customer base to base Victoria's Secret."[28]

Models

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The PINK brand has its own spokesmodels that serve as brand ambassadors. Zuri Tibby became the brand's first spokesmodel of color in .[29]

PINK has a college line that focuses brand recognition through public university athletics, started in under the leadership of Richard Dent.[15]

Singer Fergie wearing PINK shirt in July .

The company has partnered with both MLB and the NFL[15] for lines launched by Prinsloo as well as then Angels Chanel Iman, Erin Heatherton, and Candice Swanepoel.[37][38][39] Since then, spokesmodels, including Hosk and Jessica Hart, have attended sporting events to promote joint ventures with MLB and the NFL.[40][41][42]

Starting in ,[43] the brand marketed their product line at spring break parties,[44][45] often hosted by a pair of female models (including Behati Prinsloo, Chanel Iman, Elsa Hosk, Rachel Hilbert, Sara Sampaio, and Devon Windsor) and a male guest such as Alexander Ludwig,[46] Nick Jonas,[47] Cody Simpson,[48] or Diego Boneta[49]

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The brand, via a "PINK Nation" campaign, has also promoted their products with campus bashes featuring popular performers, as in with Iggy Azalea at University of Nevada Las Vegas.[50]

Additional models appeared at events for the brand, including Taylor Marie Hill,[51] Emily Didonato,[52] and Jessica Strother[49] as well as the celebrity Ashlee Simpson.[53]

Kylie Bisutti, a former Victoria's Secret model, headlined several Pink to Purpose events from to , and since . These events, unrelated to the retailer, are described as an encouragement for women "to leave the PINK lifestyle to find PURPOSE!" Bisutti perceives her past as "being at the pinnacle of the PINK lifestyle of fake, broken relationships".[54][55]

PINK was central to the controversy around longtime L Brands Chief Marketing Officer Ed Razek's interview with Vogue, in which he spoke out against the inclusion of plus-size and trans models in the Victoria's Secret Fashion Show specifically, and the Victoria's Secret business model, generally. In August , the first openly transgender model, Valentina Sampaio, was hired to work for PINK;[56] Razek's resignation was announced just days later.[56]

Victoria's Secret Fashion Show

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There has been segment for PINK in the annual Victoria's Secret Fashion Show from to , the final year the show was held.

In , the brand held an event featuring spokesmodel Miranda Kerr, alongside Jessica Stam and Rosie Huntington-Whiteley.[citation needed] The company ran a contest called "Pink Road Trip to the Runway", awarding a spot in the fashion show to winner, Katie Wile.[58]

The Fashion Show runway segment for PINK was initially accompanied by recorded music from popular artists. From through , the PINK runway segment featured live performances by widely recognized music acts.[citation needed] Katy Perry was the first live performer for the PINK runway at Victoria's Secret Fashion Show , performing a medley from her recently released Teenage Dream album, in addition to performing "Firework" in a segment for the main Victoria's Secret brand.[citation needed]

In , Justin Bieber performed during the Pink segment of the fashion show, while the notorious bicycle corset, featuring only handlebars with streamers, was modeled by Jessica Hart.[59][60][61]

PINK has also marketed their brand by sponsoring fashion show viewing parties during air time, such as in at West Virginia University.[62]

Pink runway history

Notes

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1. a b

   Nicki Minaj did not return to the Victoria's Secret Fashion Show since her performance. As such, her vocals are played as a recording in the and performances. Jessie J and Iggy Azalea have never performed at Victoria's Secret; only their recordings of " Bang Bang " and " Problem ", respectively, are played in .

References

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dihydrogen monoxide said:

What is the difference between pink and rosa (colours) in German language and do Germans substitue pink with rosa?

Click to expand...

One difference is that "Pink" is a "new" color/color description. During my youth (40 years ago) it was unknown to me as German word yet.
"Rosa" is an old word. We mixed it in school using the colors white and red.

Because the word is so new, and an older word existed, it seems to be used as either a synonym or to indicate a difference to rosa. Both is possible and depends on context.

While I have an idea about the colore range of "rosa" I do not have it for pink.


So I think, if there is a language substitution it is not pink with rosa but rosa with pink.

I do not know exactly, how much the color areas are overlapping in the color circle.


But also the rosa color in the picture is not what I would call a prototype. It is moved to violett, too, at least on my screen. (I gave the German names of the colors here.)

"Pink" in the ENglish Wikipedia has also violett in it.

One difference is that "Pink" is a "new" color/color description. During my youth (40 years ago) it was unknown to me as German word yet."Rosa" is an old word. We mixed it in school using the colors white and red.Because the word is so new, and an older word existed, it seems to be used as either a synonym or to indicate a difference to rosa. Both is possible and depends on context.While I have an idea about the colore range of "rosa" I do not have it for pink.So I think, if there is a language substitution it is not pink with rosa but rosa with pink.I do not know exactly, how much the color areas are overlapping in the color circle. http://www.bauchtanzinfo.de/kostuem-ecke/kostuemfarben.htm here I found an example. Pink seems to be rot-violett rather than rosa.But also the rosa color in the picture is not what I would call a prototype. It is moved to violett, too, at least on my screen. (I gave the German names of the colors here.)"Pink" in the ENglish Wikipedia has also violett in it. http://en.wikipedia.org/wiki/Pink http://de.wikipedia.org/wiki/Rosa_%28Farbe%29 here they say: Pink has more blue in it than rosa. This corresponds to my violett argument when viewing the English Pink page.

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