The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The troubled lingerie retailer’s “Swim” line will be reintroduced online and in a select number of stores. Stocked alongside brands like Ayra, Baobab, For Love & Lemons and Skinnydippers, Victoria’s Secret’s own collection features one-piece swimsuits and mix-and-match bikinis, with prices starting at $49 and sizes ranging from 32A-38DDD and 40D and XS-XL — more limited than the brand’s bra sizes, which go up to G-cup and XXL according to its US online shop.
This isn’t the first time Victoria’s Secret has tried to revive its swimwear offering: in spring 2019, the brand returned to the product category after axing its Swim business three years prior, but was met with some criticism from customers for the price point and lack of inclusive sizing, according to Business Insider.
The move to relaunch Swim comes after leadership changes at Victoria’s Secret earlier this month, which saw lingerie division lead Martin Waters promoted to chief executive to replace interim CEO — and parent company L Brands CFO — Stuart Burgdoerfer.
The company, which has come under fire for allegedly ripping off emerging designers’ work, has partnered with thousands of creatives through its SheinX programme. BoF spoke with participants about what it’s really like to work with the fast-fashion giant.
The brand’s quirky running sneakers are no longer a novelty as rivals like Nike, Adidas and On launch similar styles. Yet sales continue to soar as consumers embrace its winning formula of comfort, versatility and unconventional looks.
As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.
The activewear brand’s revenue rose 24 percent year-over-year to $2 billion, reflecting growth driven by China, a successful loyalty programme and new categories