Victoria's Secret Revives Swimwear After 9-Year Hiatus
Victoria's Secret is reviving its swimwear segment after a nine-year absence. The move, revealed by the lingerie titan's CFO Stuart Burgdoerfer, aims to bolster its online offerings and rival brands like Aerie and ThirdLove.
The new swimwear range will offer a variety of styles, from classic bikinis and one-pieces to sporty and stylish designs. It will be exclusively available online, with brands such as Seafolly, Lucky Brand, Lascana, BCBGeneration, and Kenneth Cole. The collection is currently unavailable in stores, suggesting a focus on the brand's e-commerce business.
Victoria's Secret has assembled an all-star lineup of supermodels for its swimwear campaign, including Sara Sampaio, Jasmine Tookes, Romee Strijd, Grace Elizabeth, Lorena Rae, Aiden Curtiss, Megan Williams, and Maya Stepper. This marks a shift from Aerie's body positivity campaign, #AerieREAL, which features real women of diverse shapes and sizes.
The return of swimwear is anticipated to have a positive impact on Victoria's Secret's total and comparable sales. The brand will face competition from other retailers focusing on comfort and performance, but its extensive online presence and high-profile campaign could help it regain market share in the swimwear category.
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