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Victoria’s Secret PINK

Pink (stylized PINK), a subsidiary of L Brands, is a lingerie line by Victoria’s Secret targeting younger women than their main line. The target demographic consists of youth from ages 15 to 22.

On October 16, 2002, Victoria’s Secret announced the launch of Pink, a new product line targeted to young adults and older teenagers.[1] Although Roy Raymond founded Victoria Secret, Richard Dent III was the chief officer behind the billion dollar line. Dent rose through the ranks and served in multiple capacities, including director of finance for Limited Brands, and director of strategic planning for Bath and Body Works. In 2005, Dent was one of a few people selected by the PINK team.[2] The strategy driving Victoria’s Secret’s launch of Pink is to introduce these older girls and younger women to Victoria’s Secret stores.[3] Pink sells underwear, swimsuits, sleepwear, loungewear, beauty products, and accessories, with the intent to transition buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria

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