Guest Post by Marketing Intern, Molly Decker
At Big Sister, we pride ourselves on staying up-to-date about gender-specific marketing; marketing strategies could not be more gender-specific than those of Victoria’s Secret: a corporation famous for their bras and underwear, and most recently for the popularization of their PINK line. PINK is Victoria’s Secret’s line for their younger 15-22 year-old demographic. However, Victoria’s Secret has gone younger. Victoria’s Secret has recently come out with a line called “Bright Young Things,” otherwise known as PINK’s Spring Break collection. Bright Young Things features, among other things, underpants that have “Wild”, “Call Me”, “Dare You”, and “Feeling Lucky” printed on the back (or the front, in cases of the thong). Not only are they covered with sexualized phrases, they are cut in familiar Victoria’s secret styles of “cheeky hipster,” “lace trim thong,” and “The Date Panty.”
When a tween or teen girl sees her peers wearing PINK merchandise, few things will make her want it more than getting a “no” paired with a “because I said so” from her parents and mentors. This is why it is not enough to ask that Victoria’s Secret simply eliminate the collection. PINK will still be there. This is why it is not enough to tweet at Victoria’s Secret that this collection is unacceptable and leave it at that. The fact is, no matter how hard we try, young girls will continue to see these sexualized media messages, through other advertisements.
We need to educate these young girls.
Maybe they are daughters. Maybe siblings. Maybe they are our Little Sisters. Regardless, they need to know that when their parents, teachers, Big Sisters, and other mentors tell them to think critically about the messages on the backs of these underpants, it is not because we do not want them to be popular, or because we do not want them to succeed. On the contrary, we want them to succeed more than they know. We want them to succeed in finding relationships with people who will hear “call me” after a conversation about mutual likes and common goals, not see it on the front of their thongs. We want them to know that while Victoria’s Secret may see them as Bright Young Things, we see them as Bright Young Girls, and that alone makes a difference.
So the next time a young girl in your life asks why you think she shouldn’t choose “Wild” underwear, talk to her about why she feels she needs them. Talk to her about the social and media pressure she may be feeling. Encourage her to come to terms with her body and what she wants to do with it on her own terms, not her friends’ terms, or Victoria’s Secret’s terms. Teach her that success is not about what she wears, but what she knows and where she goes with that knowledge.
What are your feelings about Victoria’s Secret’s marketing campaign? How do you respond to the overwhelming pressure of the media? Do you have any advice for Big Sisters who don’t know how to begin that conversation? Leave a comment below.