Maheshwari, S. 2013. Forget Training Bras, Girls Are Buying Lingerie.

Maheshwari, Sapna. 2013. “Forget Training Bras, Girls Are Buying Lingerie.” Bloomberg Business. http://www.bloomberg.com/bw/articles/2013-02-28/forget-training-bras-dot-girls-are-buying-lingerie

Growing demand in middle and high school girls demand for intimate apparel, promoting “cuteness” not sexiness. Targeting toward 18-22 year olds has youth demand high. Projections of PINK brand becoming a $3 million business. “Sensuality and body image continues to be a message that young girls are seeing and are being exposed to in a much less controlled fashion perhaps than even 10, 12 years ago,” says Dan Stanek, executive vice president at consultancy Big Red Rooster” — youth demographics emulating celebrity culture accessible via internet. Introduced PINK to gear toward college girls with brightly colored undergarments – however, 15 and 16 year olds want to be older and emulate “college” looks. Using the language of “prettiness” over sexiness – say AERIE, other teen undergarment sales – fears about taking away dressing for self, and promoting dressing for men at earlier and earlier ages. Hire of Justin Bieber to perform at VS fashion show’s PINK segment – so, who are they REALLY marketing to?

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