Victoria's Secret won't do it unless it reinvents itself: expert
<p class = "canvas-atom canvas-text Mb (1[ads1].0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "" Bath and Body Works is what runs the bus right now. Their e-commerce is up. E-commerce is up. They are a very healthy company, says Jon Reily, Publicis Sapient EVP for Retail and E-Commerce, at YFi AM & nbsp; this morning. "data-reactid =" 16 ">" Bath & Body Works is what drives the bus right now. Their same store sales are up. Their e-commerce is up. They are a very healthy company, "said Jon Reily, Publicis Sapient EVP for Retail and E-Commerce, at YFi AM this morning.
However, Victoria's Secret has been slow to pick up the changing tides in the industry. , mainly the birth of the athleisure trend.
"their sales are down. They don't have a good e-commerce, and I think Victoria's Secret is struggling with social constructs and changing what is acceptable for stores to be sold and the appearance of which stores are selling, Reily says.
A Victoria's Secret Store and a Bath & Body Works store, both of the Limited Brands Corporation, are open and waiting for customers. (AP Photo / Rogelio V. Solis)
The priorities of the average consumer have shifted. High fashion and runway styles have become an afterthought that buyers are now more concerned about comfort, which has led to the increase in athleisure. Victoria's Secret has been slow to adapt to these changes and change the marketing strategies.
"Their store looks pretty much like it did two years ago, before this great social movement," Reily said. "Victoria's Secret must find a way to reinvent, or they won't."
<p class = "canvas-atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "It remains to be seen whether L Brands will further separate Bath & Body Works from Victoria's Secret, similar to Gap ( GPS ) has & nbsp; distanced itself from the subsidiary Old Navy . "Data Reaction =" 32 "> It Remains to see if L Brands will further separate Bath & Body Works from Victoria's Secret, which Gap (GPS) has distanced itself from its subsidiary Old Navy.
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