Weatherford Democrat

Online Only

February 14, 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
Online Only
  • The case for separate beds

    The other night I slept on a twin bed in the guest room of the house I share with my husband and our two kids.
    It was the best night's sleep I've had in years.

    April 17, 2014

  • VIDEO: Boston bomb scare defendant appears in court

    The man accused of carrying a backpack containing a rice cooker near the Boston Marathon finish line on the anniversary of the bombings was arraigned Wednesday. He's being held on $100,000 bail.

    April 17, 2014

  • To sleep well, you may need to adjust what you eat and when

    Sleep.  Oh, to sleep.  A good night's sleep is often a struggle for more than half of American adults.  And for occasional insomnia, there are good reasons to avoid using medications, whether over-the-counter or prescription.

    April 16, 2014

  • Doctors to rate cost effectiveness of expensive cancer drugs

    The world's largest organization of cancer doctors plans to rate the cost effectiveness of expensive oncology drugs, and will urge physicians to use the ratings to discuss the costs with their patients.

    April 16, 2014

  • portraitoflotte.jpg VIDEO: From infant to teen in four minutes

    Dutch filmmaker Frans Hofmeester’s time lapse video of his daughter, Lotte — created by filming her every week from her birth until she turned 14 — has become a viral sensation.

    April 16, 2014 1 Photo

  • Screen Shot 2014-04-16 at 12.51.22 PM.png VIDEO: Toddler climbs into vending machine

    A child is safe after climbing into and getting stuck inside a claw crane machine at a Lincoln, Neb., bowling alley Monday.

    April 16, 2014 1 Photo

  • Victimized by the 'marriage penalty'

    In a few short months, I'll pass the milestone that every little girl dreams of: the day she swears - before family and God, in sickness and in health, all in the name of love - that she's willing to pay a much higher tax rate.

    April 15, 2014

  • E-Cigarettes target youth with festivals, lawmakers say

    The findings, in a survey released Monday by members of Congress, should prod U.S. regulators to curb the industry, the lawmakers said. While e-cigarettes currently are unregulated, the Food and Drug Administration is working on a plan that would extend its tobacco oversight to the products.

    April 15, 2014

  • bomb1 VIDEO: A year after marathon bombing, Boston remains strong

    The City of Boston came together Tuesday to honor those who were injured and lost their lives at the Boston Marathon on the one-year anniversary of the bombing. While the day was sure to be emotional, those affected by last year's race are showing they won't let the tragedy keep them down.

    April 15, 2014 1 Photo

  • Screen Shot 2014-04-09 at 4.02.29 PM.png VIDEO: Nebraska prom mishap goes viral

    A group of 22 high school students from Pierce, Neb., all decked out in prom finery, took an unplanned dip in a four-foot-deep pond when the bridge they were posing on for pictures gave way. Photos from the incident have gone viral on social media.

    April 12, 2014 1 Photo

Must Read
Top News
House Ads
AP Video
Deadly Avalanche Sweeps Slopes of Mount Everest Police Arrest Suspect in Highway Shootings Drought Concerns May Hurt Lake Tourism Vermont Goat Meat Gives Refugees Taste of Home Calif. Investigators Re-construct Fatal Bus Cras Mayor Rob Ford Launches Re-election Campaign Appellate Court Hears Okla. Gay Marriage Case Author Gabriel Garcia Marquez Dead at 87 Beau Biden Plans 2016 Run for Del. Governor Chelsea Clinton Is Pregnant Horseless Carriage Introduced at NY Auto Show Obama Hopeful on Ukraine, Will Watch Russians Flamingo Frenzy Ahead of Zoo Construction Crew Criticized Over Handling of Ferry Disaster Agreement Reached to Calm Ukraine Tensions Raw: Pope Francis Performs Pre-easter Ritual Boston Bombing Survivors One Year Later Sister of Slain MIT Officer Reflects on Bombing