Victoria’s Secret is best known as a lingerie brand, but it also has a sizeable apparel business comprising of everything from jeans to coats to knits, all sold online.
Instead of starting to sell these garments in brick-and-mortar stores, Victoria’s Secret parent company L Brands has claimed that it will stop producing “most wovens, outerwear, denim and some of the dress offering[s].” The company isn’t getting rid of everything, though.
Apparel “that more directly relate to Victoria’s Secret core offering — primarily lounge and the beach lifestyle” will live on. The phase-out will begin now and become most noticeable in the fall.
This is not the first time L Brands has cut down on its apparel business. In fact, over the past 10 years, it has sold The Limited, Express and Abercrombie & Fitch. And in 2009, Henri Bendel, which it still owns, stopped selling apparel.
And if you’re wondering why, L Brands CEO Leslie H. Wexner has said that he prefers customers’ purchasing behavior around non-apparel categories. This move will also give Victoria’s Secret more resources to spend on what it does best, shooting supermodels out of their clothes, not in them.
