PINK and Victoria’s Secret (VS) are two major lingerie and beauty brands targeting younger female consumers. Both offer a wide selection of bras, panties, sleepwear, beauty products and accessories. While there is some overlap in their product offerings, there are also key differences that set the two brands apart.
Brand origins and history
PINK was launched in 2002 as a sub-brand of Victoria’s Secret targeting college-aged women. The brand was meant to provide a more youthful, flirty and affordable alternative to Victoria’s Secret’s sophisticated, sexy image.
Victoria’s Secret was founded in 1977 in San Francisco by Roy Raymond. It popularized lingerie fashion shows and high-end sexy lingerie. Victoria’s Secret helped make bras and panties more mainstream.
So while PINK originated as an offshoot of Victoria’s Secret, it has taken on a brand identity of its own over the past two decades.
Target audience
PINK targets women aged 15-22, positioning itself as a fun, flirty brand for the high school and college crowd.
Victoria’s Secret targets women aged 20s-30s, positioning itself as sophisticated, glamorous and sexy.
So while there is some overlap in the 18-22 age range, PINK skews younger overall with its focus on teens and college students. Victoria’s Secret appeals more to young career women.
Messaging and branding
PINK has cultivated a girly, casual, youthful image. Its messaging often centers around themes like hanging out with friends, campus life, and sleepovers. PINK leverages influencer marketing and social media to connect with teen/college consumers.
Victoria’s Secret goes for more aspirational sensuality and luxury. Its messaging revolves around feeling confident, empowered and seductive. Victoria’s Secret has traditionally relied on its iconic fashion shows and Angels supermodels to market the brand.
Product assortment differences
Bras
PINK offers a wide assortment of bralettes, lightly lined bras and some push-up bras. Core styles include campus push-up bras, lightly lined bras, wireless bras and zip front bras. PINK bras come in casual fabrics like jersey knit and cotton.
Victoria’s Secret is known for its extensive bra collection including demi, push-up, strapless and unlined bras. Core styles include Bombshell push-up bras, Angels demi bras, strappy backs and unlined lace bras. Materials tend towards laces, satins and silky fabrics.
Underwear
PINK underwear selection emphasizes comfort in materials like cotton, jersey and modal. Core styles are hipsters, cheekies, thongs and boyshorts in prints, solids and lace trim.
Victoria’s Secret underwear includes more luxury fabrics like satin, lace and mesh. The emphasis is on looking and feeling sexy. Core styles include thongs, garter belts, cheekinis, etc.
Sleepwear
PINK sleepwear includes comfort-driven items like shorts, tees, hoodies, joggers and pajama sets. Prints and graphics give off a youthful vibe.
Victoria’s Secret sleepwear focuses on silky chemises, babydolls, slips and teddies in luxurious fabrics like satin and lace. The aesthetic is more elegant and mature.
Swimwear
PINK swimwear includes bikini tops, bottom and one-pieces in cute flirty prints and solids. Styles tend to provide more coverage appropriate for a young beachgoer.
Victoria’s Secret swimwear selection emphasizes tiny bikinis, push-up tops, thong bottoms and cut-out one-pieces. The aesthetic is daringly sexy and skimpy.
Beauty products
PINK beauty focuses on trendy, youthful products like shimmery lotions, body sprays, shower gels and body mists in fun fruity and floral scents.
Victoria’s Secret beauty offers more sophisticated fragrances, makeup products and skin care. Popular items include Bombshell perfume, lip glosses, makeup palettes and anti-aging skincare.
Accessories and apparel
PINK accessories include campus-friendly items like backpacks, water bottles, phone cases, pajamas, hoodies, pants and underwear. Victoria’s Secret accessories include more fashion-forward wallets, sunglasses, jewelry, purses and clothing like jackets and shorts.
Pricing
PINK positions itself as an affordable brand with most bras around $20-$40 and underwear 5 for $28. PINK frequently offers discounts and sales making the brand extremely budget-friendly for teens/college students.
Victoria’s Secret pricing is on the luxury end with bras averaging $40-$80 each and panties around $12 each. While Victoria’s Secret does have semi-annual sales, overall pricing is higher than PINK.
Store experience
PINK stores have a youthful, energetic vibe with colorful walls, trendy graphics and upbeat music. Stores showcase the full PINK product line and frequently employ college reps to engage with customers.
Victoria’s Secret stores feel more intimate and upscale. Store design features darker lighting, polished visuals and softer music. The focus is primarily on showcasing bras, panties and beauty products in a luxurious setting.
Conclusion
While PINK originated as Victoria’s Secret’s younger sister brand, it has effectively carved out its own distinct image and product line catering to teens and college students. Victoria’s Secret maintains its identity as a sophisticated, sexy brand for young career women. The two brands overlap in the 18-22 demographic but diverge in target audiences, branding, product assortment and pricing. Essentially, PINK is for the casual college girl on a budget, while Victoria’s Secret is for independent women willing to splurge on luxury.
Comparison Chart
| Brand | PINK | Victoria’s Secret |
|---|---|---|
| Target age | 15-22 | 20s-30s |
| Brand image | Fun, flirty, casual | Sophisticated, sexy, glamorous |
| Messaging themes | Hanging out with friends, campus life, sleepovers | Feeling confident and empowered, seduction |
| Core bra styles | Lightly lined, bralettes, zip front | Demi cups, push-ups, unlined lace |
| Core underwear styles | Hipsters, boyshorts, cotton | Thongs, cheekies, lace/satin |
| Sleepwear | T-shirts, shorts, sweatpants | Lace teddies, silk chemises |
| Swimwear | Fuller coverage bikini tops/bottoms | Tiny bikinis, push-up tops, thongs |
| Beauty products | Body sprays, mists, shower gels | Fragrances, makeup, skincare |
| Accessories | Backpacks, water bottles, phone cases | Sunglasses, jewelry, handbags |
| Pricing | Very affordable, frequent sales/discounts | Higher end, luxury pricing |
| Store vibe | Colorful, energetic, youthful | Polished, intimate, luxurious |