Victoria’s Secret’s Happy Nation of Tweens Is Here – WWD – Pen 18

The latest offering from Victoria’s Secret & Co. is for tweens.

Lingerie and Beauty Retailer – parent company of Victoria’s Secret Lingerie, Victoria’s Secret Beauty and Pink – Launched its latest brand, Happy Nation, an innerwear and cosmetics label for tweens, on Tuesday at Happynation.com.

Victoria’s Secrets Happy Nation.
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“We’ve heard from tweens and their parents that there really isn’t a real brand for tweens that they can call their own,” Happy Nation general manager Claudine Rankin told WWD. “That’s why we are stepping out to create a brand that celebrates this demographic and helps in their personal growth. Our guiding principle is to create a judgment-free community for tweens that is accepting, inclusive, supportive and genuine. So we will talk about things that are relevant to that age group.”

The “size-inclusive and gender-free” assortment, which ranges in price from $5 to about $40 each piece, includes loungewear, swimwear, bras, underwear, and beauty products for ages eight to 13. There are also bright colors in tie-dye prints, pastels, muted colors and smaller sizes Via XL-Plus,

Happy Nation Victoria's Secret

Happy Nation Pieces, a new brand from Victoria’s Secret & Co.
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“As As a mom of tweens, we knew it was important that the projection capture the happy, moody, sassy. “All the emotions that naturally add up,” said Susan Anderson, vice president of creative at Happy Nation. “You really see that come to the site. We felt it was important that tweens can always see themselves in this brand and it was really inclusive. It was all very inclusive and clean and easy to navigate on the site and it’s easy.”

Happy Nation Victoria's Secret

Happy Nation by Victoria’s Secret & Company
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There are also “body care” products that are made with things like lemon oil, coconut water and vanilla and are vegan, sulfate-free, made without dyes or animal testing, and come in recycled packaging.

“And it has super cute names like ‘Happy Body Wash,’ ‘Happy Lotion,’ ‘Happy Lip Balm,'” Rankin said. “We will also introduce period panties and period packs and the first bras and bra packs and developing bras and period leggings and try to enable those moments to make it a little bit easier and easier for parents to talk about. We’re creating clothes and experiences for tweens to be as comfortable as they are.”

Including young boys. (Happy Nation will expand its selection of boys’ underwear in July.)

Happy Nation Victoria's Secret

Happy Nation describes itself as an “inclusive and gender-free” brand.
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Rankin said the brand’s inaugural collection will serve as a testing ground, as it continues to gather insights and feedback on the tween market from the community.

Happy Nation is part of Victoria’s Secret & Company’s latest transformation efforts. The retailer began updating its looks in 2018 to curb dwindling revenue, which was fueled by changing consumer preferences, the #MeToo movement, and a reaction to Victoria’s Secret’s unattainable beauty standards.

These days, Victoria’s Secret looks like an entirely different company, with a diverse lineup of models (including plus-size, transgender, and disabled models), reshuffling the board, new additions to the assortment — like maternity bras and swimwear — and New, modernized store. Earlier on Tuesday, sister brand Pink, which caters to a younger, college-age demographic, revealed that Netflix’s “Never Have I Ever” star Darren Barrett is now Pink’s first male ambassador.

Happy Nation by Victoria’s Secret & Company
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Meanwhile, as the intimate apparel market continues to grow, so does the list of options for tweens and teens. Retailers and brands such as Target, Kohl’s, Abercrombie, Thinkx, Lucky & Me and Journal continue to expand their innerwear assortment for younger shoppers.

In the case of Victoria’s Secret, Martin Waters, Chief Executive Officer of Victoria’s Secret & Company, told analysts during last month’s conference call That Happy Nation” will fill a void in the tween market. It’s based on our core competence. More in undies [first] Real expertise in bras and clothing company, young people in the pink business, marketing expertise in that space. So it’s a natural closeness to us.”

Rankin said, “We feel it is our responsibility to do this the right way for this demographic. We have made sure to do everything from creative to photography to social media communication to foster this safe, inclusive and supportive environment.” Worked closely with various experts for

Happy Nation Victoria's Secret

Pieces of Happy Nation, a tween brand by Victoria’s Secret & Co.
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And that environment will be what Gen Alpha knows best – online. Happy Nation is a digital-only brand that currently has no plans to move into brick-and-mortar retail. However, ads in the form of billboards have started appearing in Roblox. The Happy Nation obstacle course, or “Obis,” will launch on Roblox in May.

“Entering the Metaverse and entering Roblox were certainly a natural choice for the launch,” Anderson said, adding that this would be the first time Victoria’s Secret & Co. has forayed into the Metaverse. “It’s a place where we know tweens are interacting, creating and communicating. We want to make sure we’re connecting in ways that feel authentic and resonant to our Happy Crew We do. “

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