Victoria’s Secret to make major changes

For those whose mail boxes are routinely inundated with Victoria’s Secret catalogs, change is afoot. The company recently announced that it would no longer be issuing catalogs starting at the end of the year. The brand is also eliminating its swimwear line, choosing instead to focus on athletic wear, lingerie and its popular beauty products. Swimwear will still be available in the company’s Pink brand, so fans of the line can visit separate Pink stores for their summer suits. Details of the motive behind the phase out are limited, but a recent article on Buzzfeed titled “Victoria’s Secret is Getting Out of the Swimwear Business” mentioned some possibilities. “…in August the company reported lower sales for swimwear, saying it missed on fashion and designed overly complex swimsuits.”

While Victoria’s Secret has dominated the lingerie industry for well over a decade, in recent years, consumers have seen more high quality options emerge that offer similar quality for lower prices. The web-based retailer Adore Me, which popped up in recent years, has been growing in popularity, primarily because its lingerie is cheaper than Victoria’s Secret, and the brand offers more sizes and styles for curvier women. A monthly subscription service, along the lines of Fabletics or Shoe Dazzle, Adore Me offers bra and panty sets for around $40. The swimwear game has also become more competitive with sites such as Beverly Swimwear, Bikini Luxe and Everything But Water offering high quality suits in a variety of options. Many of these retailers also offer a better variety of plus size suits that are more flattering on voluptuous women.

Victoria’s Secret is still at the top of the lingerie game, but its new brand strategy reflects the changing face of shopping.

Share and Enjoy