Victoria Secret Will Be Getting Rid of its Swimwear

The company is leaving the swimsuit business for good.

Adriana Lozano

Adriana Lozano

Feature Writer at RYSE
Adriana Lozano is a creative type with a passion for writing, fashion, traveling and art (not necessarily in that order). She is pursuing a bachelor’s degree in English in hopes to become a published writer and author.
Adriana Lozano

Victoria Secret is phasing out its swimwear from stores and online to focus more on “core” products by the end of 2016.

Victoria Secret announced earlier this month they will be laying off 200 jobs that pertain to certain categories, which will no longer be available within the company. According to Buzzfeed, they have confirmed with two anonymous sources obtaining notes written by analysts for L Brands (VS parent company) stating “[VS] will be eliminating swim from stores and online [because the category] had trended down over the last several years and management believes store space will be better used for VS Sport.” Sharen Turney, the company’s former head, who unfortunately resigned two months ago, also told the news company last August was the lowest in sales for swimwear stating, “swimwear was the biggest disappointment for the company and we did it to ourselves.”

In 2014, VS began making drastic changes when they decided to eliminate clothing from their catalogues in order to focus more on lingerie sales. Shortly after, the company also ended production of its beauty lines (which included body sprays, scented lotions, fake tanners) and its cosmetic line as well.

Unfortunately getting rid of their swimwear isn’t the last of the changes either. According to Racked News, the brand is also working towards eliminating the catalogue as well. L Brands noted on their website that it will be “evolving how the business connects with consumers through more focus on loyalty programs and brand-building engagement rather than traditional catalogues and offers.” Apparently the bold move will save Victoria Secret over a $100 million a year, but some are wondering if the company who became famous from its catalogue will ever be the same afterwards?

The swimwear within the chain stores will be replaced with the brands new activewear line, which will be the companies new main focus.


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