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Victoria's Secret won't do it unless it reinvents itself: expert



<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Victoria's Secret Parent Company L Brands LB ) owes a big thank you to the subsidiary Bath & Body Works, whose sales increase with the same store has helped the company beat analysts' expectations. "Data-response time =" 15 "> Victoria's Secret Parent L Brands (LB) owes a big thank you to the subsidiary Bath & Body Works, whose sales increase with the same store has helped the company beat analysts' expectations.

<p class = "canvas-atom canvas-text Mb (1

.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "" Bath & Body Works is what runs the bus right now. Their same store sales are up. Their e-commerce is up. They are a very healthy business, "said 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 business," 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 of the industry, mainly the birth of the athleisure trend.

"Their sales are down. They are not doing really good e-commerce, and I think Victoria's Secret is fighting for social constructs that change what is acceptable for stores to be sold. and the look of what stores are selling, "Reily said.

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)

Consumer priorities have moved. High fashion and lane styles have become an afterthought as shoppers are now more concerned about comfort, which has led to the rise of athleisure. Victoria's Secret has been slow to adapt to these changes and change its 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 itself or they will not."

<p class = "canvas-atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "It should be seen if L Brands further separates Bath & Body Works from Victoria's Secret, like Gap ( GPS ) has & nbsp; distanced itself from its old marine subsidiary . "Data-response time =" 32 "> It should be seen whether L Brands further separates Bath & Body Works from Victoria's Secret, just as Gap (GPS) has distanced itself from its subsidiary Old Navy.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = " Jennifer is An Associate Editor for Yahoo Finance Follow her on Twitter @ shankerjennifer "data-reactid =" 34 "> Jennifer is associated editor of Yahoo Finance. Follow her on Twitter @shankerjennifer

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<p class = "canvas text 0) – sm Mt (0.8em) – sm" type = "text" content = " Follow Yahoo Finance on Twitter Facebook Instagram Flipboard SmartNews LinkedIn YouTube [19659012] and reddit . "data-reactid =" 39 "> Follow Yahoo Finance on Twitter ] ] Instagram Flipboard SmartNews LinkedIn Y ouTube and reddit . [19659048]
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