In early April, L Brands (which manages the Victoria`s Secret brand) held a press conference for shareholders, at which they announced plans to change the product line. “We want to focus resources on consumer categories, where we see great potential for growth. At the same time, certain categories of goods will be excluded,” the statement said. According to sources, we are talking about the direction of swimwear.
Later, the company confirmed that they plan to remove swimwear from the line, as well as lay off about 200 people in their production.
This decision was made at the end of last year. Until recently, the "bathing" business brought the company about $500 million a year, which accounted for approximately 6.5% of L Brands' total revenue. But in August 2015, sales began to decline, despite an active marketing campaign to support the direction. “We forgot about fashion and started making regular swimwear,” a source inside the company said. Later, the company's former top manager, Sharen Terney, confirmed that VS failed to maintain the right focus in this direction, which led to a decrease in sales.
Refusing swimwear, the management of L Brands is betting in a different direction - sportswear. After the exclusion of the swimwear line from the company's stores, and there are about 1,200 of them worldwide, the sales area will be given over to clothes for active image life.
The company itself is confident that in this way the Victoria`s Secret brand will once again be able to increase sales and attract more attention from people of different generations. The fact is that sports in the US and Europe have now become a fashionable phenomenon, and sales of sports companies are growing from year to year. An excellent example of this is the brand Under Armor, whose shares have almost tripled over the past three years.
Experts point out that L Brands is confident in the success of the new direction. Leslie Wexner, CEO of L Brands, often takes risks but only invests in niches where his brands can dominate. The company also announced that they would abandon their famous catalogs and reorganize the business into three areas: lingerie, beauty and youth brand Pink.
The direction of swimwear in the company plans to close before the end of 2016.
Galina Utesheva | 04/25/2016
Lingerie manufacturer Victoria's Secret is changing the brand's development strategy and refusing to produce and sell swimwear, the company confirmed to Gazeta.Ru.
“We will no longer produce swimwear under the Victoria's Secret brand. So, yes, it's true. We are focused on supplying the best in our categories, in which we lead the world: underwear, sportswear, perfume,” the company said .
Victoria's Secret to stop selling swimwear after 2016
Earlier, the media, citing sources, reported that Victoria's Secret would stop selling swimwear after 2016 and fill some of the space vacated in stores with its new line of outdoor clothing.
Victoria's Secret is the main business for L Brands, bringing the corporation about 63 percent of revenue in 2015. In addition to Victoria's Secret, L Brands owns Bath & Body Works, La Senza, and others. hygiene, Victoria's Secret Beauty - cosmetics and accessories.
Victoria's Secret will focus on its core product categories with the greatest potential
The company decided to restructure after Sharen Jester, who headed it for about 10 years, abruptly left Victoria's Secret earlier in 2016, Bloomberg notes. Now the network is managed by the 78-year-old founder of L Brands - Wexner.
As part of the restructuring, Victoria's Secret will also work more actively with loyalty programs for its customers, rather than traditional printed catalogues. Thus, the retailer shows that glossy publications are not so effective in terms of increasing sales.
Recall that the March sales of Victoria's Secret exceeded analysts' expectations. Experts expected a 1.7% increase in sales in Victoria's Secret comparable stores, Bloomberg writes citing Retail Metrics, while the company reported a 2% increase in sales. L Brands' net revenue rose 5% to $1.03 billion in the five weeks ended April 2, 2016, the company reported.
The first Victoria's Secret store was opened in the suburbs of San Francisco in 1977. Stanford graduate Roy Raymond is considered the founder. By 1982, Raymond opened six stores. But financial difficulties forced him to sell Victoria's Secret to Leslie Wexner, the owner of a women's retail chain. clothing The Limited, for $4 million.
Victoria's Secret is one of the most popular and recognized manufacturers of lingerie and swimwear. Over the years, the brand has been able to establish itself as a reliable and responsible partner that produces only high-quality and affordable products.
Every modern lady dreams of receiving Victoria's Secret swimsuits as a gift, which are distinguished by their unsurpassed attractiveness and stylish appearance. A large selection of colors and styles allows each lady to choose the best Victoria's Secret swimsuit for her.
Why Victoria's Secret stopped releasing swimwear
Victoria's Secret stopped producing swimwear, arguing that the total profit from their sale is about 6% of the brand's total income. Even the impressive amount of $ 500 million that the company set aside thanks to swimwear could not convince top brand managers.
Features and benefits of products
Victoria's Secret swimwear is a unique product that sets trends and determines the direction of development of this area of the fashion industry.
Among the distinctive advantages of swimwear, which qualitatively distinguish them from the background of products from other companies, the following can be distinguished:
- Attractive appearance, which became possible thanks to the coordinated work of the team of designers and stylists of the company;
- A large selection of colors - the Victoria's Secret collection includes swimwear in almost any shade and color scheme, so you can choose an option for every skin type;
- High quality products. In the production process, the company uses only high-quality materials that ensure the durability and reliability of products. Even after many years, such clothes do not lose their attractiveness and sophistication.
Model overview
Push up
Push-up swimwear from Victoria's Secret is an elegant invention that allows the chest to be lush and elastic. Such a product was created for ladies whom nature did not reward with large and attractive breasts. Distinctive feature model lies in the unique design of the bra cup, which includes special seals and rollers.
fused
Made-to-measure swimwear is considered one of the most popular among the brand's collections. If earlier such models did not look very attractive, now designers present a wide range of colors and patterns. Thanks to the unique prints and styles, Victoria's Secret closed swimwear looks very stylish and sophisticated. Most ladies choose similar beachwear in order to highlight on the beach.
On a tanned figure, this type of swimsuit will look very interesting and defiant. Another advantage of a closed swimsuit is that it allows you to hide almost any figure flaws, so it is often chosen by women after childbirth.
bando
The bandeau swimsuit is a great solution for any lady. These are separate swimsuits, the upper part of which to some extent resembles a ribbon. Of course, this tape may differ in its appearance and style, but the principle of wearing is the same for any variety. main feature products is the presence of bones on the sides, so that the swimsuit is held very tightly and does not slip.
A lady who cannot imagine herself without a uniform tan cannot do without such an outfit. In addition, the presence of a wide band makes it possible to shift the emphasis on the chest, so this model is perfect for ladies who want to take their eyes off the hips or other parts of the body.
Double
The double swimsuit is the most common type of beachwear. Victoria's Secret collections include a huge number of styles and colors, prints and finishes. Such products are ideal for girls who want to show off their attractive figure and impress men. In addition, double swimsuits allow you to get an even tan, covering maximum body part.
knitted
Knitted swimsuits from Victoria's Secret are great for opening the beach season and are considered the perfect choice for various holidays that take place in coastal style. A distinctive feature and advantage of knitted swimsuits is their incredible femininity and unsurpassed eroticism.
For the production of such products, the brand uses cotton fabrics, which are ideal for hot weather and allow the skin to breathe. In addition, the brand uses high-tech synthetic materials that provide high level comfort. This makes this product an ideal purchase for girls who may be allergic or irritated to low-grade materials.
Caring for such a product is quite simple - you just need to wash them by hand or choose the most gentle mode of the washing machine. Compared to other models, knitted swimwear has an impressive durability: with proper care, such products can last for many years.
punch lace
Punch lace swimsuits look good on any lady. Due to their unique design, models of this kind are able to favorably emphasize the dignity of the female figure and hide its flaws. That is why Punch lace swimwear from this brand is actively chosen by ladies who are distinguished by increased body weight or a non-standard figure.
Triangle
Triangle swimwear from Victoria's Secret breaks almost all sales records, because every lady wants to have a similar product in her wardrobe. A distinctive feature of such models is that they are made of a unique material - neoprene. This is a dense and reliable fabric that can to boast of their strength characteristics, thanks to which triangle swimsuits do not wear out, do not stretch with use and do not lose their color scheme.
Victoria's Secret offers a huge selection of colors and prints of triangular swimsuits. Such beach suits are perfect for young girls who want to emphasize the sexuality and attractiveness of their figure. Models are also suitable for the older generation, because they can easily hide any figure flaws.
Triangle swimwear looks quite unusual and stylish. Conciseness and restraint are perfectly combined with openness and sophistication of the product. The colors that the company offers are quite multifaceted, so that every girl can buy the most ideal option for her body.
The upper part of triangle swimsuits usually includes underwire, which allows models to fit perfectly on the figure. Due to the fact that Victoria's Secret triangles fit snugly to the body, they boast unsurpassed practicality and convenience.
bikini sores
Bikini sores will be an excellent choice for girls who love to sunbathe, because the less parts of the body are covered, the more beautiful and even the tan will be. It should be remembered that such beachwear can cause sunburn.
In the process of choosing such a swimsuit, it is imperative to pay attention to the features of the figure and physique. No one doubts that Bikini sores are meant to show off a sexy figure. This model is not suitable for an active beach holiday: you cannot play volleyball or other games in it. A distinctive advantage of the product lies in bathing in it, because it will allow you to get much more pleasure than when using closed swimsuit varieties.
Bombshell
No model attracts as much attention as the Bombshell. Exclusive and stylish beachwear will allow ladies to stand out among others and attract the eyes of all men. A distinctive feature of the series is a perfectly smooth push-up, which provides maximum lift and allows the girl to look stunning.
Monokini
A monokini swimsuit will help emphasize the lady's figure and highlight her strengths. Monokinis can rightly be called symbols of the sexual revolution, but such products are not in great demand. And it is not strange, because not every girl will have the courage to walk along the beach with an open chest.
A distinctive feature of modern monokini is that the upper and lower parts of the product are connected using strips of fabric or various accessories. Due to the special design, such products are best chosen by girls who have a perfect figure. The fact is that Victoria's Secret monokinis fit snugly to the body, emphasizing figure flaws.
colors
Black
A black swimsuit is considered the most versatile, as it can be worn for almost any look. Such a product is suitable not only for a beach holiday, but also for various summer coastal events. Black color is suitable for any girl, allows you to hide any flaws in the figure and emphasize its strengths.
White
White swimwear in the Victoria's Secret range is not presented in such large numbers as black ones, but they are also in demand. Such models will be an ideal choice for young girls who love bright life and want to emphasize their individuality. A distinctive feature of white swimsuits is that they look great on any lady.
Leopard
The latest collection of this brand includes several leopard print swimwear models. Such products are especially popular among young girls who want to emphasize their sexuality and sense of style. Studies show that it is these swimsuits that most attract the attention of the stronger sex, which further enhances their popularity and demand.
Green
Green swimwear cannot be called the most popular in the Victoria's Secret collections, however, such models are presented in almost every series of the brand. Such bright swimwear will be an ideal purchase for girls who are distinguished by fair skin.
Pink
Pink swimsuits are considered the most popular. Such models are chosen by girls who want to be in the spotlight and want to emphasize the dignity of their figure. It should be noted that the pink color can make you fat, so swimwear in this color solution it is best to choose slender girls.
Getting ready for beach season? Don't forget to choose a swimsuit for yourself. Swimwear Victorias Secret is what you need! Welcome to our Victoria's Secret swimwear catalog!
Before the start of the beach season, any woman thinks about choosing suitable swimsuit. The range of these products on the market today is so wide that you can easily get confused. Closed, separate, bikini models and sports swimwear - all this can be bought by a modern woman. But until recently, bathing suits were far from ideal, and did not much resemble today's models.
In the middle of the nineteenth century, women's bathing suits were more like Long Dresses. A revolution in the design of products for swimming was made by the Australian Annette Kemerlan, who in 1907 put on a bold swimsuit for those times: a black cotton jumpsuit that fitted the figure. For such an act, Annette was arrested. And only three years later this type of bathing suit was recognized in society.
Since then, the swimsuit has evolved, becoming, year by year, more open, thinner, and more revealing. With the advent of elastic fabric, fashion designers were able to design swimsuits of various shapes. Unlike cotton products, Lycra models dried quickly, and it was impossible not to appreciate it.
Today, a woman can find a variety of bathing suits for swimming or visiting the beach. The range includes bikini models, products with cups, without cups and with tops, one-piece swimsuits, options with shorts and much more.
It is important to choose a quality swimsuit
There is no doubt that every swimsuit is beautiful in its own way. Each model emphasizes the sexuality of a woman. But when choosing swimwear, you should always pay attention not only to their appearance, but also to their quality. Otherwise, very soon the bra and panties will turn into a shapeless rag, and next season you will have to buy something new.
Swimwear loses its appearance due to exposure to water, sunlight and washes. With improper care, the fabric becomes not so bright, white models become gray, and color fades. The products are also affected by chlorinated pool water. Therefore, it is important to buy a good product, such as Victoria's Secret swimwear.
Swimwear Victoria's Secret - high style and excellent quality
In addition to the production of underwear, this manufacturer is engaged in the manufacture of high-quality beautiful swimwear and beachwear. You will find all models in our Victoria's Secret catalog and we are sure that you will like them. The catalog is constantly updated, so we recommend fashionistas to regularly follow the latest.
So, in the VICTORIA’S SECRET swimwear catalog you will find:
- Stylish and sexy two-piece swimsuits (sets with shorts, bras of different cuts, bikini models and much more). Here it is impossible not to note the originality of the design of each model.
- One-piece swimsuits that emphasize your femininity and hide figure flaws.
- Original products reminiscent of cocktail mini dresses.
- Tankini sets (original replacement for one-piece products).
- Bikini range (high-cut, low-waisted, with different bras, as well as high-waisted bikinis).
- A wide selection of beachwear (trousers, capes, tunics, dresses, shorts, overalls). In such clothes you will always be on top.
You can buy any of your favorite models of Victoria's Secret swimwear in the brand's official stores. Their list is presented on our website. Make an order right now and be fully equipped at any resort in the world.
Important! Do not buy Victoria's Secret swimwear from unverified sellers. These may be low-quality fakes.
