Victoria's Secret relaunches swimwear in stores
Victoria's Secret swimwear is set to make a comeback in stores with the launch of the 2021 swim collection.
The launch includes an expanded assortment of styles including the brand's heritage styles, as well as updated silhouettes like the string bikini, new one-pieces, and styles showcasing shine straps and gold 'V' hardware details. The mix-and-match collection was equally designed with the modern bra technology that Victoria's Secret is known for.
The swim collection will be highlighted through a campaign featuring Paloma Elsesser, Jill Kortleve, Imaan Hammam, and Taylor Hill, with a special focus on each model's individuality and personal style.
After exiting the swim category in 2016, in order to focus on its core line of bras and panties, the brand prepared to reenter the category in spring 2019. At the time of the exit, the swim business was worth $525 million, which ended up weighing heavily on its parent company’s bottom line.
L Brands, the Columbus, Ohio-based owner of Victoria’s Secret, announced a 1.8 percent decrease in net sales over the holiday period, as comps at the lingerie brand slipped 9 percent.
Still, L Brands and Bath & Body Works CEO, Andrew Meslow, noted that progress was being made with the business, including strong improvements in its quarter-to-date merchandise margin rate.
With the relaunch of its swim category in stores, Victoria's Secret is no doubt hoping to see a boost in its sales.
In addition to Victoria's Secret swim, a select assortment of swimwear brands, including female founded Ayra, Baobab, For Love & Lemons (exclusive to VS), MonicaHansen Beachwear, Roxy, Skinnydippers, Vitamin A and more, will be available at victoriasecret.com.
L Brands expects to report earnings per share of between $2.70 and $2.80 for the fourth quarter. The company intends to publish its Q4 financial results on February 24, 2021.
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