McAlester News-Capital, McAlester, OK

Homepage

February 19, 2013

Teen lingerie luring ever-younger girls

NEW YORK — When Kathleen Jordan stopped at a Victoria's Secret a year ago to buy something for herself, the visit had an unintended consequence: her 13-year-old daughter got hooked on Pink, the lingerie brand's young collegiate line.

"Now she has more bras than I do, in every color under the sun," said Jordan, a principal at design and architecture firm Gensler in New York. "She's not alone — all her girlfriends are into Pink, too. I recently overheard one of her girlfriends excitedly sharing the details of her favorite Christmas gift from Pink."

Limited Brands Inc.'s Victoria's Secret isn't the only retailer generating sales as it becomes more acceptable for middle-and high-school girls to show off bras under clothing and buy intimates. Teen chains are, too.

Hot Topic Inc. is testing an edgy lingerie line called Blackheart, and Urban Outfitters Inc., which has said intimates could eventually make up 10 percent of sales, has bolstered such offerings across its brands. Even Justice, the store for 7- to 12-year-olds owned by Tween Brands Inc., is selling $21.90 tie-dye bras and $9 flowered panties online.

Retailers are taking care to present the garments as cute versus sexy, said Marcie Merriman, founder of retail and brand strategy consultancy PrimalGrowth in Columbus, Ohio.

Stores 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," she said.

A decade ago girls had little choice in underwear; a first bra was typically a plain garment bought at a department store or discounter such as Target or Kohl's.

"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," said Dan Stanek, executive vice president at brand consultancy Big Red Rooster in Columbus, Ohio. They're aiming to imitate the lingerie styles worn by role models and celebrities seen on the Web and social media, he said.

Text Only | Photo Reprints
Local News
Local Sports
Features
Easter Surprise

Two-year-old Grant Martin, left, has a different idea of an Easter surprise than this Grandmother Sharon Martin. Grant was treated with a visit from the Easter Bunny Sunday during a family celebration.

State news
Area crime and courts
Poll

What team is your favorite Oklahoma college football team?

OU (University of Oklahoma)
OSU (Oklahoma State University)
     View Results
NDN Video
Viral: It's Not Pitbull - It's Amy Poehler! Stephen Colbert Tells David Letterman His Plan for 'Late Show' Recycling Highlights for Earth Day Peeps Launched into Outer Space NYPD's Twitter Request For Photos Backfires New HBO Go Commercials Capture Awkward Family TV Watching Raw: Leopard Bites Man in India Rise of the Milkbots Jenna Dewan-Tatum Strips Down TRENDING: Brian Williams Raps 'Gin and Juice' on ‘Tonight Show’ Middle School heroes rescue students from burning bus WHOPPER OF FISHING STORY: Florida man catches massive Mako shark Maks Chmerkovskiy's "DWTS" Meltdown The many faces of Mike Woodson Ape Builds A Fire And Toasts Marshmallows In Amazing BBC Video Manchester Utd sack manager David Moyes "RHOA's" Dramatic Brawl High school, College Drug Ring Busted In Montgomery County High Court to Hear Dispute of TV Over Internet Raw: Keflezighi, Jeptoo Win Boston Marathon
Featured Ads
AP Video
Raw: Deadly Bombing in Egypt Raw: What's Inside a Commercial Jet Wheel Well Raw: Obama Arrives in Japan for State Visit Raw: Anti-Obama Activists Fight Manila Police Motels Near Disney Fighting Homeless Problem Michigan Man Sees Thanks to 'bionic Eye' Obama to Oso: We'll Be Here As Long As It Takes Bon Jovi Helps Open Low-income Housing in Philly Pipeline Opponents Protest on National Mall Hagel Gets Preview of New High-tech Projects S.C. Man Apologizes for Naked Walk in Wal-Mart New Country Music Hall of Fame Inductees Named 'Piles' of Bodies in South Sudan Slaughter SCOTUS Hears Tv-over-Internet Case Chief Mate: Crew Told to Escape After Passengers Iowa College Finds Beauty in Bulldogs
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
SmugMug