Here’s something from Victoria’s Secret that should make young kids happy!
The American lingerie retailer has announced the launch of Happy Nation – an inclusive and digital-only tween brand that’s designed for children in the age group of 8 to 13.
The new collection comprises size-inclusive and gender-free products that include sweats, undies, swim bras, amongst others.
Sold through a dedicated website, Happy Nation is presently not available in any physical stores. Notably, it will be soon activated in the metaverse, which will be a first-of-its-kind for Victoria’s Secret.
The lingerie bigwig said that it sought advice from internal and outside experts to ensure everything from its creative, to photography and social media communications foster a safe, inclusive and supportive environment.
It, importantly, added that most of the people involved are parents of children in the aforementioned age group.
Some experts, however, believe Happy Nation could be threat to company’s Pink brand, which also aims at younger group of customers and has a better proven record of comfort and inclusivity.
It now needs to be seen if Happy Nation succeeds in carving a niche for itself.
Founded in 1977, Victoria’s Secret is an American lingerie, clothing and beauty retailer known for high visibility marketing and branding.
