After making the huge decision to stop producing swimwear and apparel in 2016, Victoria’s Secret has only seen a decline in sales throughout 2017. The shift was made due to the two categories not performing as well as others, but the strategy has only hurt the brand, as the brand’s profits declined monthly in the past year.
The brand has created several controversies, from cases of cultural appropriation to unrealistic body ideals, it seems that if the lingerie giant is planning on turning the business around, a new marketing strategy may be called for.
It remains to see how Victoria’s Secret will progress, and if action will be taken to revolutionize the brand. Keep checking back for all the latest updates, and don’t miss the brand’s latest collaboration with Balmain.