The brand's trademark look consists of bright colors and the word "Pink" stamped across sweatshirts and undergarments and routinely seen on the rear of shorts and sweatpants.

Our Fort Collins store recently underwent a remodel, which allowed it to double in size and merchandise. The store does not exclusively consist of its traditional sexy undergarments. Rather, the brand-Pink loungewear and underwear controls a large portion of the store. This is changing their typical shopper and opening their doors to a much younger demographic.

The success and popularity of Pink has caught the eye of many other retailers. This interest has sparked other retailers to create their own but similar loungewear/underwear lines with hopes of gaining a piece of the market.

According to Victoria Secret spokeswoman Sara Trevo, Pink has generated $900 million in sales over the past four years. The company is experimenting with stand-alone Pink stores, with four opened across the country - California, Alabama, Michigan and Virginia. However, they are not alone in wanting to flourish in this sought-after market.

American Eagle created its store Aerie, now numbering 32 loungewear/underwear stores and plans to add 50 to 60 more this year.

Aerie sells what the company calls "sweetly sexy'' bras, underwear, loungewear and exercise apparel intended for 15- to 25-year-olds. Similar to Pink, the clothing is generally more colorful than sexy.

The most recent retailer to announce its entrance into this competition is Abercrombie & Fitch. They recently announced their new Gilly Hicks Sydney store, an Australian-themed line that is expecting to rival competitors. Abercrombie & Fitch is being very secretive about this new line. However, its Web site, www.gillyhicks.com, suggests that the store intends to reach an older and more sophisticated clientele compared with Aerie and Pink.

Did Victoria Secret open the door for a competitor to become the new name for sexy lingerie? Gilly Hicks' Web site has an 18-and-older disclaimer prior to entering the site and viewing the promotional video. If you think Victoria Secret commercials are too racy, you should steer clear from viewing Gilly Hicks' promotional video. Will Gilly Hicks compete with Victoria Secret and draw them back to their roots? Only time will tell.