University approves CMU Victoria's Secret PINK products
After two years of promoting the Victoria's Secret PINK brand on Central Michigan University's campus, Owosso junior Abbey Newbury and senior Sarah Kimble can see physical evidence of their efforts.
Central Michigan University has approved nine T-shirt designs, one pair of yoga pants and three pairs of socks to be sold at Victoria's Secret PINK in July. The products will be available at the Midland Mall, Lansing Mall, Eastwood Towne Center in Lansing and Fashion Square Mall in Saginaw.
Kimble and Newbury serve as campus representatives for PINK. Kimble said Victoria's Secret wanted a way to focus on PINK and gear it more toward college-age students, because Victoria's Secret originally started serving an older demographic.
"With (Victoria's Secret and PINK) being sister companies, they wanted to promote PINK as a more varsity or collegiate style," Kimble said.
Kimble and Newbury's jobs were to host events and raise awareness of the brand on CMU's campus. Newbury said they worked with the corporate marketing team at PINK to make the program work, while utilizing event planning skills and social media.
"We had to have events on campus to represent the brand," she said. "We hosted parties for product launches, gave away freebies and had large and small prize giveaways through social media."
Though they were responsible for increasing student interest of PINK, the campus representatives weren't able to contribute directly to the clothing line. Their jobs were to show Victoria's Secret that CMU had a big enough PINK following to warrant a clothing line.
"They don't want to make clothing for a school that doesn't have a huge following for the brand," Kimbel said. "We got them to choose us because our events on campus had really high attendance. Social media was huge, and Victoria's Secret tracked all of our numbers."
Kimbel said the clothing deal will go through CMU and Victoria's Secret. The campus representatives have not been able to see the clothing, which must go through licensing and branding.
Vice president of University Communications Sherry Knight said the person who reviews designs for licensing approval has seen the designs.
"CMU is one of only four Michigan universities to be highlighted on VS PINK clothing--a testament to the strength of our brand and to the spirit and pride of CMU students, alumni and faculty and staff," Knight said.