Victoria’s Secret is set to bring back swimwear collections.
In August 2016, executives at the U.S. lingerie giant decided to discontinue making one-pieces and bikinis, after experiencing low sales.
But in light of a major restructure occurring at the company at present, Stuart B. Burgdoerfer, chief financial officer and executive vice president of L Brands, the owner of Victoria’s Secret, has announced that the label will soon be offering swimwear again.
“So, on swim, we are where we are. I’m not going to spend a lot of time looking back, frankly. You can look back and learn, but I’m not going to go into that at length,” he said during a conference call regarding L Brand’s quarterly earnings on Tuesday (20Nov18). “As to why we made the decision that we did, fundamentally, it’s about what the customer is telling us, and again, one could question the original decision – again, the decision at that time was to focus our energy and our resources on our most critical categories, that being bras and panties at Victoria’s Secret lingerie, but as we evaluate the situation today, a very important decision – and, we believe, a good one – to re-enter the swim business again, driven principally by customer feedback that we’ve received.”
Burgdoerfer went on to explain that swimwear will be re-launched in the spring of 2019.
In addition, he is also looking to explore more footwear and eyewear options, with some boutiques already selling Ugg boots.
“We are developing our plans in detail. Nothing more to share today, but again, a very important decision to re-enter some important businesses and pursue other growth initiatives through a licensing approach,” the executive added.
Since the 2018 Victoria’s Secret Fashion Show was held in New York earlier this month, the brand has been hit with several controversies, with the bosses receiving backlash over failure to keep up with consumer desire for body positive underwear and in regards to transphobic comments made by chief marketing officer Ed Razek, for which he later apologised.
While on Monday, it was confirmed that chief executive officer Jan Singer was stepping down from her post after a two-year stint, with current Tory Burch president John Mehas named as her replacement.
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