panties. and revealing push-up bras. ripped from the runway and straight into your tween daughter's shopping bag? >> sexy underwear from victoria's secret, maybe not so much. >> this is why girls are just growing up too fast. >> reporter: but jenny erickson is causing a stir with moms online. >> no one wants to be the girl with the ugly underwear. >> reporter: she says she's excited to bring her daughter to victoria's secret to shop the pink collection, which markets to college-age girls. >> i don't think there's anything wrong with having cute panties and bras from the big girl store. >> reporter: hanna is a 9-year-old fashionista in the making. >> when you start becoming a pre-teen, you want to go away from gymboree and on to the next level. >> reporter: and that's what retailers are banking on. the tween market is an estimated $30 billion industry. retailers who target the 18 to 22-year-olds are hoping preteens like hanna are paying attention.