{"id":151427,"date":"2021-01-10T23:09:05","date_gmt":"2021-01-10T20:09:05","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/victorias-secret-is-bouncing-back-despite-the-pandemic\/"},"modified":"2021-01-10T23:09:05","modified_gmt":"2021-01-10T20:09:05","slug":"victorias-secret-is-bouncing-back-despite-the-pandemic","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/victorias-secret-is-bouncing-back-despite-the-pandemic\/","title":{"rendered":"#Victoria\u2019s Secret is bouncing back despite the pandemic"},"content":{"rendered":"

“#Victoria\u2019s Secret is bouncing back despite the pandemic<\/strong>”<\/p>\n

\n

Victoria\u2019s Secret is poised to emerge from the pandemic stronger than it went in \u2014 thanks to a fresh new look that includes curvier models and slimmed down shelves.<\/p>\n

Yes, the hot pink walls and padded pushup bras are still there. But the lingerie brand famous for only using skinny models to sell its version of a male \u201cfantasy\u201d has been quietly updating its decades-old image in other ways, including advertising that\u2019s now peppered with plus-sized models like Devyn Garcia and Candice Huffine.<\/p>\n

\u201cIn the summer, Victoria\u2019s Secret used the pandemic as a reset,\u201d said retail consultant Gabriella Santaniello, chief executive of A Line Partners. \u201cIt finally got its act together and started featuring plus size models.\u201d <\/p>\n

Even as it expands its consumer base, including by adding XXL pajamas and larger bra sizes, it\u2019s becoming more selective about the items it sells in stores, which has more consumers buying at full price, observers said. <\/p>\n

The changes, while subtle, app<\/a>ear to be paying off \u2014 despite the pandemic crushing foot traffic at malls where many Victoria\u2019s Secret stores reside. The L Brands\u2019-owned lingerie seller, which is one of the nation\u2019s largest mall retailers with more than 900 stores, was forced to close 223 of its stores last year. <\/p>\n

Still, it reported a 4 percent jump in total comparable sales in the third quarter boosted by a 42 percent increase in online purchases. On Thursday, Victoria\u2019s Secret said comparable sales in the fourth quarter fell 9 percent as coronavirus cases spiked around the nation. But online sales still popped 24 percent. \u00a0<\/p>\n

It\u2019s a far cry from where the company was at the start of the pandemic, when its stores were being shuttered and a deal it had hatched months earlier to save it from sagging sales by selling a controlling stake to private-equity firm Sycamore Partners was squashed. <\/p>\n

Leading up to the pandemic, the lingerie company was plagued by image problems, the least of which was that the stores had been stubbornly sticking to the marketing strategy that had made them popular decades ago under retail guru Les Wexner. <\/p>\n

By 2018, the company was under fire for controversial comments by its long-time marketing chief, Ed Razek, who said plus-sized women and transgender people weren\u2019t included in the company\u2019s annual parade of scantily clad women down the catwalk \u201cbecause the show is a fantasy.\u201d <\/p>\n

And by early 2020, more than 100 models\u00a0had slammed the company in the New York Times for a \u201cculture of misogyny\u201d<\/a> at a time when Wexner, 82, was facing scrutiny over his past connections to pedophile financier Jeffrey Epstein. <\/p>\n

Wexner, who said Epstein \u201cmisappropriated\u201d more than $46 million of his personal fortune while serving as his money manager, retired in May. The company,\u00a0which also owns Bath & Body Works, named its chief financial officer, Stuart Burgdoerfer, interim CEO.<\/p>\n

Customers seem appreciative of the changes, which have included Garcia \u2014 whose Instagram account says she wears a size 14 dress \u2014 gracing the cover of the lingerie company\u2019s holiday catalog wearing a black teddy and a smile instead of a come-hither look on her face whilst holding an enormous Christmas ball over head. <\/p>\n

<\/p>\n

\u201cVictoria Secret using a real size woman for an ad?,\u201d one customer recently wrote of the image <\/a>on their Facebook<\/a> page. \u201cOk, I am going back to be a Victoria\u2019s Secret customer! Way to go!\u201d<\/p>\n

\u201cLOVE that they now have XXL\u00a0\"\u2764\"\u00a0THANK YOU VS!,\u201d another customer wrote. <\/p>\n

\u201cShe is literally my shape!! I love it,\u201d another customer wrote of Garcia. \u201cWide hips, tiny boobs. Love\u00a0\"\u2764\ufe0f\".\u201d<\/p>\n

Overall, the company\u2019s social media posts of larger sized models have been attracting more comments, many of them positive, than its traditional models. <\/p>\n

It\u2019s not just more inclusiveness that\u2019s helping drive sales. The brand, which had turned to discounting as its sales plummeted in recent years, has also pulled back on the promotions, which is helping boost the bottom line, experts said. <\/p>\n

\u201cThis company which had been called out for being a dying brand is selling less, but charging more for its products and making more [money] because of it,\u201d BMO analyst Simeon Siegel told The Post. \u201cThey are charging more for everything they sell, about 20 percent more.\u201d <\/p>\n

In addition to less discounting, Victoria\u2019s Secret has also added more loungewear, pajamas, robes and leggings to its product assortment, according to Santaniello.<\/p>\n

\u201cVictoria\u2019s Secret looked at the assortment mix and said, \u2018We\u2019ll capitalize on what\u2019s going on with the pandemic,\u2019\u201d Santaniello added. \u201cThey didn\u2019t get rid of lingerie, but the over-the-top teddies and strappy things are probably half of what they were before.\u201d<\/p>\n

\u201cWe\u2019ve been working hard, as you recognize, to stabilize and begin the turnaround at Victoria\u2019s Secret,\u201d interim CEO Burgdoerfer told investors in November. And the process has been \u201cpaying dividends\u201d thanks to \u201cbetter merchandise, better assortments, better presentation, better marketing, better selling.\u201d\n <\/p><\/div>\n

If you liked the article, do not forget to share it with your friends. Follow us on\u00a0Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n

\n

For forums sites go to Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n

\n

If you want to read more News<\/a> articles, you can visit our News category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n

Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

“#Victoria\u2019s Secret is bouncing back despite the pandemic” Victoria\u2019s Secret is poised to emerge from the pandemic stronger than it went in \u2014 thanks to a fresh new look that includes curvier models and slimmed down shelves. Yes, the hot pink walls and padded pushup bras are still there. But the lingerie brand famous for…<\/p>\n","protected":false},"author":1,"featured_media":151428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/nypost.com\/wp-content\/uploads\/sites\/2\/2021\/01\/Victoria-s_Secret_bouncing_back.jpg?quality=90&strip=all&w=1200","fifu_image_alt":"","footnotes":""},"categories":[70897],"tags":[88983,55838,87030,72244,80970,74099,70818],"class_list":["post-151427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-1-10-21","tag-jeffrey-epstein","tag-karlie-kloss","tag-lingerie","tag-miranda-kerr","tag-plus-sized-models","tag-victorias-secret"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/151427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=151427"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/151427\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/151428"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=151427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=151427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=151427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}