The lingerie giants comeback plans continue. Meanwhile, shapewear is having a growth story of its own. Video: Behind the Scenes of Christian Cowan's Fall 2020 Collection, Video: How Ashley Graham Changed the Fashion Industry, Video: 'The Bachelorette' Hannah Brown Grades Iconic Celebrity Couples Looks, Video: How the 2020 Golden Globes Ambassadors Get Ready for the Show, Video: The Spring 2020 It Bags You Need to Know, Video: Fabien Baron on Kate Moss, Madonna and More, Video: A Photographer's Guide to Paris Fashion Week, 2021 Beauty Inc + Footwear News Virtual Wellness Forum, Leaked Memo Reveals Amazons Plan to Neutralize UnionGroundswell, Crypto Crash Leaves NWSL Players Empty Handed as League Mulls CashPayout, A Color for Our Times: Safety Orange Considers a CuriousHue. 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Its all about being exciting and innovating., Victorias Secret Disappoints During Holidays, The Victorias Secret Fashion Show Is Officially Canceled, In Need of a New Look, Victorias Secret Is Rethinking Its Image, WATCH: The Spring 2020 It Bags You Need to Know, Sign up for WWD news straight to your inbox every day. Sales for the nine-week period ending Jan. 4 fell to $3.9 billion, compared with more than $4 billion the same time last year. We think its important to evolve the marketing of Victorias Secret, Stuart Burgdoerfer, executive vice president and chief financial officer of L Brands, said during the companys November conference call with analysts. 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U.S. sales of womens shapewear grew 2 percent in the 12 months ending in November. But it doesnt seem to be happening fast enough. Depending on consumers reaction to the category, the product may be available in some stores at a later date. 2022 Fairchild Publishing, LLC. While Spanx has long been the market share leader, a number of other players new and existing are squeezing into the space. Sales for the nine-week period ending Jan. 4 fell to $3.9 billion, compared with more than $4 billion the same time last year. L Brands stock is down, too more than 25 percent year-over-year. Heres How 5 Fashion and Beauty Brands Owned by People of Color Are Dealing WithInflation. Even so, Victorias Secret is still the market share leader in the intimates industry, both in the U.S. and globally. Names like Yummie, Smart & Sexy, HanesBrands Bali and Maidenform brands, Soma, Skinnygirl by Bethenny Frankel and Kim Kardashian Wests Skims Solutionwear, among others. U.S. sales of womens shapewear grew 2 percent to $529 million in the 12 months ending in November, according to NPDs Consumer Tracking service. And I think there will be more to come as that continues to get evaluated.. The list includes re-entering the. Kim Kardashian Wests Skims Solutionwear, Megan Foxs Best Fashion Moments Over the Years, WWD Report Card: Selena Gomezs Fashion Evolution, The Biggest Fashion Collaborations of 2022 So Far, LAUNCH PAD: First Look at the New J. The soft launch is intended as a test. Anything new with an opportunity to reshape the market is going to work. Even so, Victorias Secret is still the market share leader in the intimates industry, both in the U.S. and globally. The lingerie giants latest comeback strategy includes a new selection of shapewear. While shapewear might seem like a deviation from the, Sales at Victorias Secret, which is owned by parent company, In fact, the company has employed a number of tactics to win back shoppers in the last year. If executed correctly, Victorias Secrets shapewear offering might be a win for both the brand and the shapewear industry, drawing more eyes to both. Last quarter, executives said they were hard at work repositioning the brand. The limited assortment is a partnership with Colombian-based intimates brand Leonisa and is available at victoriassecret.com starting Thursday. Then there are brands like ThirdLove and La Perla that have hinted at plans to either enter the category or expand their current assortments. 20 Cute Summer Outfits That Will Make Dressing a Breeze, The 20 Best Acne Spot Treatments to Get Rid of Pimples Fast, The 13 Best Bandeau Bras for Every Bust Size, 'Blonde' Official Trailer: Ana de Armas Unravels as Marilyn Monroe in Netflix's NC-17 Drama, Prince William's Rumored Affair Is Back at the Top of Twitter News Amid a 'Salacious' Anonymous Report, Tony Dow, Leave It to Beaver Star, in Hospice Despite Representatives Announcing Death, Amber Heard Sells Yucca Valley Hideout for Major Profit. Sales at Victorias Secret, which is owned by parent company L Brands, have been on the decline since 2017 as consumers shift toward intimates brands that promote inclusivity and comfort. The recent holiday season a period many retailers consider crucial was also a disappointment at Victorias Secret. Meanwhile, shapewear is having a growth story of its own. All Rights Reserved. U.S. sales of womens shapewear grew 2 percent to $529 million in the 12 months ending in November, according to NPDs Consumer Tracking service. WWD and Women's Wear Daily are part of Penske Media Corporation. While shapewear might seem like a deviation from the lingerie brands sexy image (Victorias Secret also sells sleepwear, swimwear and activewear) it might be just what the business needs to turn itself around. Get all the top news stories and alerts straight to your inbox. In fact, the company has employed a number of tactics to win back shoppers in the last year. The list includes re-entering the swimwear category, hiring its first transgender model, then plus-size model and working with outside brands on collaborations. Its impressive retail fleet 1,143 locations also makes it the go-to location for many shoppers. That is happening. But none of these have produced the desired effects. 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