Pink Series Becomes The "Trump Card Agent" Of Victoria 'S Secret.

The Pink series has become the driving force for Victoria's s Secret to achieve overall growth.

It is both an independent brand and a "bait" to attract young consumers to buy the main products later.

New York, USA, as a close friend of Kendall Jenner and Kardashian family, Gigi Hadid, the 20 year old model wearing bright yellow fashion clothes and holding a big gown, is the first time in this year's "underwear fashion show" of Victoria "s Secret" under the singing of teenage idol Selena Gomez.

Compared with other themes in the show, the models are decorated with colorful balloons and lively rhythms, which make people feel younger.

Its expansion of Victoria 's Secret' s has played a key role.

In 2010, Victoria s Secret opened its first Pink independent store and expanded since then.

Today, there are 137 Pink stores in North America and the United Kingdom.

The retailer tries to open Pink series stores around its main store as far as possible.

Martin Waters, responsible for the operation of L Brands international affairs, hinted at the possibility of overseas expansion on the investor day held in November.

"Later, do you think the number of Pink stores will exceed that of main stores?" Waters said, "this can happen."

"The Pink series has played a central role in brand growth," said Bridget Weishaar, an analyst at Morningstar. "This is a crucial part of its brand growth story."

Hadid is wearing the Victoria 's Secret smaller minor line brand Pink series.

This brand has attracted many loyal fans for this underwear specialty store in the past ten years.

Recently, this brand has become the power source of Victoria 's Secret to achieve overall growth.

It is both an independent brand and a young attraction.

Buy the main product "bait" later.

"Pink series is a very important part of its business," Simeon Siegel, an analyst at Nomura Securities, said: "this effectively enables consumers to enter the family of Victoria s Secret before they can really consume their products."

In 2002, the Pink series was launched for girls in high schools and universities.

Unlike the mainline, the Pink series is more like casual dress than sexy underwear.

High waist

It belongs to the Pink series, and the holiday bikini series, like "#ELFIE (Christmas Elf)" and "Santa Stop Judging Me" (grandpa Christmas don't judge me), is also true.

The brand website has also opened up a special area to sell products such as blankets, storage boxes, laundry baskets and so on.

There is also a brand new pajamas series.

"When people are 15 or 16, what kind of people do they want to be?" Stuart Burgdoerfer, chief financial officer of L Brands, said at a conference in 2013: "they want to be more mature. They want to be as cool as girls in college, and the charm of part of the Pink series is coming from that."

Victoria 's Secret has recently increased its investment in the Pink product line, opened many new stores and increased investment in its underwear business.

Although L Brands has not disclosed the specific revenue performance of Pink, senior officials have consistently said that the Pink series is the driving force for sales growth in the past few years, and its revenue has doubled in the past 5 years.

Victoria s Secret CEO Sharen Jester Turney said Pink series will continue to "strong momentum."

This annual fashion show is another important marketing tool of Victoria s Secret.

This activity has created many gimmicks for the next holiday shopping season.

The emergence of people like Hadid and Gomez in the Pink series is an important way to please the youth market.

However, the marketing strategy of Pink series has been strictly examined in recent years, after all, it is selling clothing to teenagers and college students.

Angry parents dissatisfied with the slogan "Bright Young Things" put forward by Victoria s Secret in 2013, saying that the company had established an excessive link between young girls and sex.

Victoria s Secret claimed that the slogan was only aimed at college students during the spring break.

Hadid and other models involved in this part are less sexy than the rest of the show.

In the Pink series, Hadid is wearing not only Turquoise cool underwear, but also butterfly wings on its back.