“Dad, I’m bored. Can we do something?”
“Like what, kiddo?”
“I don’t know…. anything!”
“Hey, let’s go get you those Victoria’s Secret panties you’ve been wanting!”
This conversation with my eleven-year-old daughter has less than a snowball’s chance in hell of happening. And damn you VS for even making it a possibility.
If you haven’t heard (or seen), Victoria’s Secret was pushing their Pink Spring Break line for college girls under the slogan “Bright Young Things.” There’s nothing terribly shocking in the line—it’s pretty standard stuff for VSPink. They’re making use of nice little phrases on the bottoms like, “Call me,” “I dare you,” and “Feeling lucky?” We’ve seen all of this before. The shocker and underlying concern is who they were truly marketing the line to. Many believe it’s targeting tweens and young teens, not the typical college-aged consumers of Pink.
According to a statement made on their Facebook page, they claim the line is not geared toward younger women. Unfortunately for them, their CFO, Stuart Burgdoerfer, was quoted saying the following at a conference in January:
“When somebody’s 15 or 16-years-old, what do they want to be?” “They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.”
The line, slogans, and Burgdoerfer’s statement has sparked public outcries by many parents. One in particular is Evan Dolive, a Reverend who wrote an open letter to VS on his blog—a post currently sitting at 2,825 comments and millions of views. He makes some compelling arguments to VS by stating:
“I want my daughter (and every girl) to be faced with tough decisions in her formative years of adolescence. Decisions like…Do I want to go to Texas A&M or…some Ivy League School? Should I raise awareness for slave trafficking or lack of water in developing nations? … not will a boy (or girl) like me if I wear a “call me” thong?”
“…I believe that this new line “Bright Young Things” thwarts the efforts of empowering young women in this country. “Bright Young Things” gives off the message that women are sex objects. This new line promotes it at a dangerously young age.”
Tween and teen years are undeniably some of the most difficult for kids. They are struggling to find their self-image, trying to figure out what they want, who they are/want to be, and hormones are off the charts. Adding this subset of decisions and pressure is quite irresponsible of the company in my opinion. Fellow Dads Round Table founder, JB, says:
“VS Pink is the Marijuana of lingerie. It is an obvious marketing ploy to get teens and Tweens to over-sexualize their self early on. My wife is supposed to be sexy, but my daughter is supposed to be adventurous and inquisitive! I refuse to make my daughter a target by plastering PINK on her butt.”
Then again, maybe we’re just over-protective parents. Follow this link and check out their commercial and tell me if we’re wrong here.
Those girls are clearly in the 18 to 22 age range, right?
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