Victoria’s Secret officially relaunches swimwear

Victoria’s Secret has officially relaunched swimwear in the wake of customer demand.Back in August 2016, executives at the U.S. lingerie giant decided to discontinue making one-pieces and bikinis, after experiencing low sales, though in light of a majo…

Victoria’s Secret has officially relaunched swimwear in the wake of customer demand.

Back in August 2016, executives at the U.S. lingerie giant decided to discontinue making one-pieces and bikinis, after experiencing low sales, though in light of a major restructure occurring at the company, Stuart B. Burgdoerfer, chief financial officer and executive vice president of L Brands, the owner of Victoria’s Secret, announced in November (18) that the label would offer swimwear again.

On Monday (18Mar19), brand reps unveiled the 2019 collection, however, they confirmed that it will be only available to buy online.

“Due to overwhelming demand, the brand has curated a limited assortment of the popular swimwear on its e-commerce platform for spring/summer featuring the best brands, silhouettes and trends of the season,” they said in a statement.

The swimwear line offers a variety of high-waist bikinis, Brazilian-cut legs, and asymmetric shapes, plus the classic designs Victoria’s Secret was previously known for. An accompanying campaign features models such as Sara Sampaio, Jasmine Tookes, Romee Strijd, Grace Elizabeth, Lorena Rae, Aiden Curtiss, Megan Williams, and Maya Stepper posing in the brand-new swimwear designs on a beach.

One snap depicts Sampaio wearing a strappy black bikini, while Tookes is seen in a sporty black bikini top which is matched with leopard print bottoms.

In addition to Victoria’s Secret swimwear, a select assortment of items from top swimwear brands including Seafolly, Banana Moon, Lascana and La Blanca will be available to purchase on the Victoria’s Secret website, as will an all-new assortment of sunglasses.

“The collection features fashion designs and a range of classic and modern styles,” a spokesperson noted, adding that the eyewear will be available at select boutiques and online.

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Victoria’s Secret set to bring back swimwear

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…

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.

© Cover Media