“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.

Victoria’s Secret was among the first to tap the market, introducing Pink in 2004. The sub-brand is geared toward college girls, with sweatshirts emblazoned with university sports team logos and brightly-colored bras and panties. Limited Brands is opening freestanding Pink stores and adding more of the merchandise to Victoria’s Secret locations.

The brand, while shopped by a variety of ages, is a hit with younger customers and working to lure more. At the Victoria’s Secret Fashion Show in November, the company hired teen heartthrob Justin Bieber to perform during a segment showcasing Pink merchandise.