Underwear, Discernment, and Truly Bright Young Things

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

Proverbs 31, Victoria’s Secret and Viral Marketing

Live31 generated so much buzz it soon caught the attention of Kylie Bisutti, winner of the 2009 Victoria’s Secret Model Search. She had spent several years modeling lingerie for the company, but quit in 2011 because of her Christian faith. On Dec. 21, she tweeted Eklund: “I stopped being a Victoria’s Secret Model to become a Proverbs 31 wife!”

When Alex Eklund updated his Facebook status on Nov. 30, he had no idea it would make him a social media star. 

Eklund was studying in the Baylor University library when he noticed a theme among his friends’ status updates. During the airing of the annual Victoria’s Secret fashion show on CBS, girls posted updates like “I’m going to have to hit the gym after this” and “I’m going to starve myself for a week.” Although Eklund assumed his friends didn’t mean the statements seriously, they still made him uneasy.

“There was an underlying sense of insecurity which I sensed throughout the entire thing,” he said.

On a whim, Eklund posted in response, “I’d rather have a Proverbs 31 woman than a Victoria’s Secret model.”

Almost instantly, Eklund’s post went viral. Both negative and positive comments piled up on his wall as friends, friends of friends and total strangers reposted his comment. During the next few days, Eklund discovered the power of social media to capture an audience, cultivate a following and spread a message.

Some people, like Eklund, stumble on the social networks’ ability to create overnight celebrities and scramble to make use of their instant audience. Others, like former Victoria’s Secret model Kylie Bisutti, leverage their social media presence to help strengthen their brand. And sometimes, the two strategies overlap.   Continue at Christina Darnell

What if Starbucks Marketed Like a Church? A Parable.

HT: CreedorChaos