For many of us, Victoria’s Secret is our one-stop shop for affordable lingerie, underwear basics, athleisure, and most importantly, year-round swimwear (a godsend for anyone going on a tropical vacation in the middle of February). Likewise, their print catalog not only offered up a selection of clothing and the freshest underpinning styles, but also served as our monthly reminder that bikini season is always right around the corner and our ab muscles should take note.
Which is why a recent report that the brand will no longer be producing swimwear or its print catalog is a huge blow to fellow Angel-aspirants and catalog enthusiasts everywhere.
According to CNBC, it was announced last week during a March investor’s meeting led by Les Wexner, the founder and CEO of L Brands the company that owns Victoria’s Secret, that the lingerie brand would begin to “reduce its promotions, eliminate the catalog and stop selling certain categories.” In other words, despite the fact that swim is a multi-million dollar endeavor for VS, they are beginning to slowly dismantle it in favor of a tighter focus on the label’s other, more profitable lines. The end of print catalogs also feels right in line with the companies shift towards a more millennial focus, targeting younger consumers right where they live on the web. Victoria’s Secret has yet to comment on the specific details of the restructuring, but a source tells PeopleStyle there will be further information released to the public next month.
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But prepare to say goodbye to those aspirational destination editorials shot on a different tropical island every year and the annual television special that accompanies it. But thankfully, the brand’s younger line Pink will continue to carry swimwear in addition to it’s best-selling collection of branded sweats, so there’s no need to go into a full-blown bikini-induced panic just yet. Save that for the dressing room.
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