Victoria’s Secret is shaping up.
The lingerie giant’s latest comeback strategy includes a new selection of shapewear. The limited assortment is a partnership with Colombian-based intimates brand Leonisa and is available at victoriassecret.com starting Thursday.
The soft launch is intended as a test. Depending on consumers’ reaction to the category, the product may be available in some stores at a later date.
While shapewear might seem like a deviation from the lingerie brand’s sexy image — (Victoria’s Secret also sells sleepwear, swimwear and activewear) — it might be just what the business needs to turn itself around.
Sales at Victoria’s Secret, which is owned by parent company L Brands, have been on the decline since 2017 as consumers shift toward intimates brands that promote inclusivity and comfort. L Brands stock is down, too — more than 25 percent year-over-year.
Last quarter, executives said they were hard at work repositioning the brand.
“We think it’s important to evolve the marketing of Victoria’s Secret,” Stuart Burgdoerfer, executive vice president and chief financial officer of L Brands, said during the company’s November conference call with analysts. “That is happening. And I think there will be more to come as that continues to get evaluated.”
But it doesn’t seem to be
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