Victoria’s Secret Is Closing More Than 50 Stores

Limited Brands Boasts Double Digit Gain In Same Store Sales Over Last Year
Getty Images | Justin Sullivan

If you’re a fan of Victoria’s Secret, we have some bad news. L Brands, the parent company of the lingerie brand, announced this week that it will be closing 53 of over 1,000 Victoria’s Secret stores in North America. The corporation has yet to reveal the exact locations that will be closed.

The company blamed declining sales for the decision to shut down about 4 percent of its Victoria’s Secret retail locations. Interestingly, one of the company’s other brands, Bath & Body Works, actually saw an increasing amount of sales during the same period.

Victoria’s Secret has faced competition from brands like Aerie, ThirdLove and Rihanna’s Savage x Fenty lingerie brand in recent years. Target will also reportedly enter the crowded lingerie market soon with three new size-inclusive private-label lingerie and sleepwear lines.

Victorias Secret store photo
Getty Images | Justin Sullivan

Like a lot of other mall staples, Victoria’s Secret has probably also received less foot traffic to their retail locations. In recent years, more people have turned to online shopping.

Negative PR can’t have helped much either. While other lingerie brands have embraced inclusivity and diversity in their marketing campaigns, Victoria’s Secret’s Chief Marketing Officer Ed Razek caused controversy in 2018 when he gave an interview to Vogue Magazine stating, among other things, that the Victoria’s Secret Fashion Show shouldn’t include “transsexuals” because the show is a “fantasy.”

Alessandra Ambrosio Celebrates The Launch Of The World's Best Sport Bras From Victoria's Secret Sport
Getty Images | John Sciulli

Razek also dismissed the idea of using plus-size models, stating: “We attempted to do a television special for plus-sizes [in 2000]. No one had any interest in it, still don’t.”

Razek later issued an apology for his comments about trans women, but not about plus-size models. As expected, the comments caused an uproar. Not coincidentally, the ratings for the annual fashion show dropped by about 30 percent.

In the #MeToo era, some have also called out the brand for blanketing its stores and commercials with overly sexualized images.

2017 Victoria's Secret Fashion Show In Shanghai - Show
Getty Images | Matt Winkelmeyer

It’s likely that all of these factors may have contributed to the brand’s weak holiday 2018 sales numbers and the company’s decision to close the stores.

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About the Author
Margeaux Baulch Klein
Margeaux Baulch Klein is a freelance writer and digital strategist based in Los Angeles. She has written for publications like the Huffington Post, New York Daily News, Bustle, and HelloGiggles, among others.

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