Is Victoria's Secret appropriate for "tweens?" One mommy blogger says yes.
Jenny Erikson said in an interview with ABC's Good Morning America that she's okay with her 9-year-old daughter shopping there.
"I don't think there's anything wrong with having cute panties and bras from the big girl store," she said.
In fact, Erikson said she's excited to bring her tween daughter to Victoria's Secret to shop the Pink collection, which markets to college-aged girls.
Retailers who target 18- to 22-year-olds really hope pre-teens are paying attention, according to marketing experts. And with tween-sensation Justin Bieber rocking the catwalk for the company's annual fashion show, there's little doubt that they are.
"Don't think any marketers would come out and admit that's what they're doing," said Jenny Rooney, editor of Forbes CMO Network, "but clearly it seems to be something that's happening with products that are designed for younger and younger girls."
"I am trying to find a happy medium," said Erikson, "and that's part of, you know, the struggle of parenting any kid, but especially girls of this age....You're trying to make 'em feel pretty. You don't want them to feel bad about their emerging sexuality."
The tween market has grown up to become an estimated $30 billion industry.
Click here for more of GMA's interview with Erikson.