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Hot Topic Wisely Becomes The Latest Player In The Teen Lingerie Market

blackheartlingerie.com

Hot Topic just announced that it’s coming out with a lingerie line called Blackheart. 

Starting November 15, products will be available online. The chain, which includes the namesake store and the Torrid plus-sized shops, will also open five Blackheart stores. 

Hot Topic is smart for hitting on one of the most happening apparel categories: teen lingerie. 

It turns out that teen girls care about having cool underwear even more than grown women. Labels like Victoria’s Secret Pink and American Eagle’s Aerie brand are expanding rapidly. 

But Hot Topic’s brand will appeal to girls who are edgier than those shopping Pink or Aerie. 

So far, the Blackheart brand is consistent with Hot Topic’s dark image. The announcement came on Halloween, and Blackheart is also a song by heavy metal band Slipknot, notes Brian Sozzi, chief equities analyst at NBG Productions. 

We haven’t seen Blackheart’s assortments beyond the pink bra and briefs featured on the home page of the website. But given the current appetite for teen lingerie, the brand is likely to succeed. 

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