The Edmond Sun

Features

February 14, 2013

Teen lingerie luring ever-younger girls

NEW YORK — When Kathleen Jordan stopped at a Victoria's Secret a year ago to buy something for herself, the visit had an unintended consequence: her 13-year-old daughter got hooked on Pink, the lingerie brand's young collegiate line.

"Now she has more bras than I do, in every color under the sun," said Jordan, a principal at design and architecture firm Gensler in New York. "She's not alone — all her girlfriends are into Pink, too. I recently overheard one of her girlfriends excitedly sharing the details of her favorite Christmas gift from Pink."

Limited Brands Inc.'s Victoria's Secret isn't the only retailer generating sales as it becomes more acceptable for middle-and high-school girls to show off bras under clothing and buy intimates. Teen chains are, too.

Hot Topic Inc. is testing an edgy lingerie line called Blackheart, and Urban Outfitters Inc., which has said intimates could eventually make up 10 percent of sales, has bolstered such offerings across its brands. Even Justice, the store for 7- to 12-year-olds owned by Tween Brands Inc., is selling $21.90 tie-dye bras and $9 flowered panties online.

Retailers are taking care to present the garments as cute versus sexy, said Marcie Merriman, founder of retail and brand strategy consultancy PrimalGrowth in Columbus, Ohio.

Stores are "all going to say they're targeting 18- to 22- year-olds, but the reality is you're going to get the younger customer," she said.

A decade ago girls had little choice in underwear; a first bra was typically a plain garment bought at a department store or discounter such as Target or Kohl's.

"Sensuality and body image continues to be a message that young girls are seeing and are being exposed to in a much less controlled fashion perhaps than even 10, 12 years ago," said Dan Stanek, executive vice president at brand consultancy Big Red Rooster in Columbus, Ohio. They're aiming to imitate the lingerie styles worn by role models and celebrities seen on the Web and social media, he said.

Text Only
Features
  • Cats outsmart the researchers

    I knew a lot had been written about dogs, and I assumed there must be at least a handful of studies on cats. But after weeks of scouring the scientific world for someone - anyone - who studied how cats think, all I was left with was this statement, laughed over the phone to me by one of the world's top animal cognition experts, a Hungarian scientist named Ádám Miklósi.

    April 23, 2014

  • clock edit.jpg Antique clock collection on display at Edmond Library

    In a world that’s often hurried and brief, the Sooner Time Collectors have nothing but time. Oklahoma chapter members of the National Association of Watch and Clock Collectors have provided antique pieces from personal collections to display at the Edmond Library until the end of April.
    Since the 1950s, Sooner Time Collectors have gathered to learn about the inner workings of clocks and to admire one-of-a-kind finds. Of interest to the community is their involvement with repairs for the Cowboy Hall of Fame clock and the UCO tower. They now have 35 members who meet monthly as a chapter of the 16,000-member NAWCC community across America and the world.

    April 23, 2014 1 Photo

  • Be on the lookout for termites

    Warming temperatures and spring rainfall means swarming conditions for the homeowners’ nemesis in Oklahoma — the termite.
    Termites are Mother Nature’s way of recycling dead wood, as well as aerating the soil and increasing its fertility and water percolation. They are an important food source for other insects, spiders, reptiles, amphibians and birds within the food web, and they are essential for the wellbeing of the environment.

    April 23, 2014

  • McCain 1 House Republicans are more active on Twitter than Democrats

    Your representative in the House is almost certainly on Twitter. Your senator definitely is. But how are they using the social network? Are Democrats more active than Republicans, or vice versa? Who has the most followers on the Hill?

    April 22, 2014 1 Photo

  • Do your genes make you procrastinate?

    Procrastinators, in my experience, like nothing better than explaining away their procrastination: General busyness, fear of failure, and simple laziness are just a handful of the excuses and theories often tossed around. Now researchers from the University of Colorado Boulder have added another option to the list: genetics.

    April 22, 2014

  • VIDEO: Moose charges snowmobile, flees after warning shot

    While snowmobiling in New England, Bob and Janis Powell of Maine were charged by a moose and caught the entire attack on camera.

    April 22, 2014

  • 6th annual run event in Guthrie to benefit Free to Live

    The sixth annual “The See Spot Run” will take place at 9 a.m. May 10 in downtown Guthrie. This 5K, 10K and 1-mile run/walk event benefits Free to Live, a nonprofit animal sanctuary located Logan County. In the past five years of this event “The See Spot Run” has welcomed more than 3,000 runners and raised $30,000 for the Free to Live Animal Sanctuary.
    “The See Spot Run” will offer all participants the opportunity to compete in either the 5K or 10K event in addition to a 1-mile “Fun Run.” Walkers and runners (both two- and four-legged) are welcome and can register directly at www.theseespotrun.com. Visit www.freetoliveok.com. Donations also can be sent to “The See Spot Run,” P.O. Box 292, Guthrie, 73044.
     

    April 21, 2014

  • Touch-A-Truck event draws families to UCO

    Edmond Electric and Edmond Vehicle Maintenance are co-hosting the Edmond Touch-A-Truck from 9 a.m. to 1 p.m. May 17 in the UCO parking lot off Second Street. Touch-A-Truck is a fundraising event that provides children of all ages with the opportunity to experience life-size vehicles and interact with community support leaders like police officers, firemen, construction workers and many more. Families will have the opportunity for a hands-on exploration of many vehicles such as Edmond’s own fire trucks and police cars, an Edmond Electric bucket truck and even a solid waste truck.
    Admission for the Touch-A-Truck event is a suggested $2 donation with the proceeds going to the Edmond HOPE Center. For more information, contact Edmond Electric at 216-7671 or email michelle.gumaer@edmondok.com.

    April 21, 2014

  • Why do wolves howl?

    Of all the myths that dog the wolf, none is more widely accepted than the idea that wolves howl at the moon. Images of wolves with their heads upturned, singing at the night sky, are as unquestioned as a goldfish's three-second memory or a dog's color-blindness (both also myths).

    April 20, 2014

  • Screen shot 2014-04-18 at 4.44.15 PM.png Paint, doodle and sketch: 3 apps for art lovers

    In the absence of a palette of watercolors and a sketchpad, these three apps can fill in as your art supplies of choice.

    April 20, 2014 1 Photo