Consumer Sentiment

Consumer sentiment was expected to grow by 13.5% in 2010 and a further 12% over 2011. The growth can be represented in the graph below. The group that tends to spend more on lingerie and swimwear is the 15- 29 age groups. Limited Brands is targeted this key demographic through Victoria?s Secret, PINK, and La

Senza in Canada.

Consumer consumption is forecasted to speed up in 2011 as Americans find their discretionary appetite return. Victoria?s Secret is likely to further dominate the industry through international store expansion and increased investment in brand promotion.

Clothing retailers are facing an increase in

competition from substitutes, especially in the last 5 years. Victoria?s Secret faces increase competition from department stores, such as Target, JCPenney, and

Sears. If consumers purchase more apparel from department stores, demand for lingerie will from clothing retailers will decrease.

IBIS World projects revenue growth in 2011, 2012, and 2013 to be 2.7%, 2.9%, and 3.0%. They also project the leading companies in this industry will only gain more market share in the future.

college. Pink is the right idea.

NEW YORK (CNN/Money) - Victoria's Secret is making college kids blush Pink with its new collection of lingerie, loungewear and sleepwear designed for the dorm-bound crowd.

The boudoir behemoth, famous for its sexy, romantic and provocative lines of intimate apparel, this month rolled out its more colorful and playful "Pink" fashion line chain-wide after a limited launch late last year.

Victoria's Secret is marketing the new lower-priced collection as "fresh, fun and free-spirited," catering to a younger 18-to-22-year-old clientele.

Despite the moniker, it's not all pink. The pajamas, thongs, bras, and T-shirts bear multi-colored polka dots, stripes and girlie slogans such as "I like boys."

"We wanted to capture the spirit of the young with Pink," said Anthony Hebron, spokesman for Victoria's Secret parent Limited Brands (LTD: Research, Estimates).

According to Hebron, since Pink is the first collection designed exclusively for the college-going customer, the company is devising unique marketing ploys to tout the line.

For instance, Victoria's Secret put together "Team Pink" after picking students from different college campuses around the country who would best represent the brand.

But Hebron declined to offer more details about the concept and whether or not the students would be featured in advertisements