No one should be surprised that Victoria's Secret is now targeting
"tweens" with their new Bright Young Things line. In our market culture,
it no longer feels all that wrong for our preteens to don
underwear (yes, I use that antiquated term intentionally) that draws
attention to their private parts (that ancient phrase is intentional,
too) with exaggerated cuts and printed suggestions. Columbus, Ohio,
takes a step closer to Bangkok, Thailand. We're just more understated
about it all.
Addressing this phenomenon, BusinessWeek quotes
Jennifer Foyle, senior VP of global merchandising for the American
Eagle Aerie intimates brand. "We really use the word 'pretty' more than
'sexy'—that's really not the Aerie girl." With the public outcry against
sex trafficking of young girls, at least a vestige of conscience steers
us away from calling little girls "sexy." But it's a thin veneer when
the market simply prepares them for what's coming.
This dulling of our sensibilities is driven by a host of factors, not
least of which is economic. Such marketing to younger demographics to
secure customer loyalty in their later years has been called "gateway
marketing." If you can get them hooked on your brand at 12, you have a
source to tap for the next decade. Continue at Jeremy Pierre
See also: Raising a Pure Son In a Sex-Crazed World
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