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Victoria's Secret looks to pull in younger consumers

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Victoria's Secret PINK contest winner Katie WileTonight could prove to be one of those rare times when men and women everywhere will not be fighting over what to watch on television as the nation tunes in to the 2007 Victoria's Secret fashion show. What will be slightly different this time around will be the importance that the show places on its Pink line, a collection of clothes aimed at the college and young teen crowd [subscription required].

Sales at Victoria's Secret have been struggling lately as a result of declining mall visitors, as well as a couple of nasty fashion mistakes at its stores. There has been one bright spot, however, the company's Pink line. The retail line includes items such as colorful underwear, pajamas, clothing and accessories, all aimed at a younger-than-traditional Victoria's Secret audience.

The retailer's parent company, Limited Brands Inc. (NYSE: LTD), has already posted a dismal 48% drop in net income for its third quarter, and has warned investors not to expect too much out of its fourth quarter results either.


For Victoria's Secret, it looks as though the retailer is going to be counting on the continued strength of its Pink line to help turn things around going forward. It hopes to increase the average size of its stores by about 50% over the next five years, and much of that growth space is going to allow for the growth of its Pink line.

With the retailer wanting to move more towards a younger demographic, it decided to hold auditions around college campuses earlier this year to find a new model to share the catwalk tonight with the traditional Victoria's Secret models you would expect to be seeing. The winner was Katie Wile, from USC.

Another testament to just how popular the Pink line has become is the fact that its website is currently one of the most popular sites on Facebook.com, with over 350,000 registered members.

To check out the latest in the Pink line, tune into the company's fashion show tonight. The show is scheduled to get under way at 10 PM EST on CBS.

Michael Fowlkes has worked as a stock trader for seven years and spent the last two years working as an analyst for the online investment advisory service Investor's Observer.

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Last updated: November 24, 2009: 05:03 AM

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