The transformation of Victoria’s Secret continues as the company unveils a new “Happy Nation” digital-only brand aimed at 8- to 13-year-old “tweens,” a company press release said Tuesday (April 19).
Happy Nation features a size-inclusive and gender-free collection of sweats, swimwear, bras, underwear and family-friendly body care products, which the company says is focused on creating “judgment-free products for tweens that are accepting, inclusive and supportive and will serve a unique need in the market,” per the press release.
The Victoria’s Secret brand transformation “has been focused on listening to and being inspired by the real needs of consumers,” according to the company press release, and Happy Nation represent another step in that ongoing journey. Many of the associates who developed the brand are parents of tweens.
“We heard from tweens and their parents that they felt like there isn’t an apparel or beauty brand that celebrates and lends a helping hand in their personal evolution,” Claudine Rankin, GM at Happy Nation, who led Happy Nation’s brand development, said in the announcement.
“As a mother, I feel a deep responsibility to be intentional about every decision behind this brand,” she said. “The tween years can be a time of immense change and challenges yet excitement for both tweens and their parents, and we hope Happy Nation can provide the authenticity that younger generations crave, while offering comfy clothing and body care products that kids and their parents can feel good about.”
Happy Nation will use social and digital engagement to spread the word about Happy Nation, including an activation in the metaverse on “a popular youth gaming platform” this summer, per the press release.
“This is a new demographic for us, so we’ll be continually gathering feedback as more people get to know Happy Nation,” said Susan Anderson, Vice President of Creative at Happy Nation. “We want to make sure we’re engaging in ways that feel authentic to and resonate with our Happy Crew.”
Related: After 7-Month ‘Brand Transformation,’ Victoria’s Secret 2.0 Is Almost Unrecognizable
In March, Victoria’s Secret announced several new product launches, several new brands, and a mix of promotions aimed at attracting new customers as part of its quarterly earnings report with investors and analysts.
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