Content Menu
● The Rise of Victoria's Secret Swimwear
● The Decline and Discontinuation
● The Decision to Discontinue Swimwear
● Impact on the Brand
● The Aftermath and Market Reactions
● The Return of Victoria's Secret Swimwear
● Reasons for the Comeback
● The Future of Victoria's Secret Swimwear
● Conclusion
● Frequently Asked Questions
>> 1. Q: When did Victoria's Secret originally discontinue its swimwear line?
>> 2. Q: Why did Victoria's Secret decide to stop selling swimwear in 2016?
>> 3. Q: When did Victoria's Secret bring back its swimwear line?
>> 4. Q: How has Victoria's Secret's swimwear changed since its reintroduction?
>> 5. Q: Is Victoria's Secret swimwear available in stores now?
Victoria's Secret, the iconic lingerie brand known for its glamorous fashion shows and provocative marketing, has had a tumultuous relationship with its swimwear line over the years. This article delves into the history of Victoria's Secret swimwear, exploring the reasons behind its discontinuation, the impact on the brand, and its eventual return to the market.
The Rise of Victoria's Secret Swimwear
Victoria's Secret entered the swimwear market in the late 1970s, shortly after the brand's founding in 1977. As the company grew in popularity throughout the 1980s and 1990s, its swimwear line became an integral part of its product offerings. The brand's swimsuits were known for their sexy designs, vibrant colors, and the ability to mix and match tops and bottoms.
The swimwear line gained significant popularity in the early 2000s, with the introduction of the Victoria's Secret Swim Special. This annual televised event showcased the latest swimwear collections worn by the brand's famous Angels. The special, which first aired in 2002, became a highly anticipated event, similar to the Victoria's Secret Fashion Show.
Here's a video showcasing one of the Victoria's Secret Swim Special Fashion Shows:
The Decline and Discontinuation
Despite the initial success and popularity of Victoria's Secret swimwear, the brand faced challenges in the mid-2010s. Several factors contributed to the decision to discontinue the swimwear line:
1. Changing Consumer Preferences: The fashion industry was experiencing a shift towards more inclusive and diverse representations of beauty. Victoria's Secret's narrow definition of sexiness and its focus on push-up styles were becoming less appealing to consumers.
2. Increased Competition: The swimwear market became increasingly crowded with new entrants offering trendy designs at lower price points. Online retailers and fast-fashion brands were able to quickly adapt to changing trends, putting pressure on Victoria's Secret's market share.
3. Financial Performance: The swimwear category, while popular, was not as profitable as the company's core lingerie business. In a bid to streamline operations and focus on more profitable segments, Victoria's Secret decided to reevaluate its product offerings.
4. Shift in Strategy: Under the leadership of then-CEO Sharen Turney, Victoria's Secret aimed to simplify its business model and focus on its core strengths in lingerie and beauty products.
The Decision to Discontinue Swimwear
In April 2016, Victoria's Secret made the surprising announcement that it would be exiting the swimwear business. This decision was part of a broader restructuring plan that included cutting approximately 200 jobs and reorganizing the company into three business units: lingerie, beauty, and PINK.
The discontinuation of swimwear was a significant move for the brand, as it had been a $500 million business for Victoria's Secret. The company planned to fill the void left by swimwear with an expanded activewear line, hoping to capitalize on the growing athleisure trend.
Impact on the Brand
The decision to eliminate swimwear had several consequences for Victoria's Secret:
1. Loss of Sales: The immediate impact was a significant drop in sales. The $500 million swimwear business was not easily replaced, and the expanded activewear line did not fully compensate for the loss.
2. Customer Disappointment: Many loyal Victoria's Secret customers were disappointed by the decision. The brand had built a strong following for its swimwear over the years, and the sudden discontinuation left many shoppers without their go-to source for swimsuits.
3. Brand Identity Shift: The move signaled a shift in Victoria's Secret's brand identity. By focusing solely on lingerie and beauty, the company aimed to strengthen its core offerings but risked losing its association with summer and beach lifestyles.
4. Increased Scrutiny: The decision to exit swimwear coincided with broader criticisms of Victoria's Secret's marketing strategies and lack of inclusivity. This move was seen by some as a retreat from addressing these concerns rather than an opportunity to evolve the brand.
The Aftermath and Market Reactions
In the years following the discontinuation of swimwear, Victoria's Secret faced several challenges:
1. Declining Sales: The company experienced a prolonged period of declining sales, particularly in its brick-and-mortar stores. The loss of swimwear contributed to this trend, as it had been a significant driver of foot traffic during the spring and summer months.
2. Changing Consumer Attitudes: The #MeToo movement and growing emphasis on body positivity further highlighted the disconnect between Victoria's Secret's marketing approach and evolving consumer values.
3. Management Changes: In 2019, CEO Jan Singer resigned, and John Mehas took over as the new chief executive. This change in leadership signaled a potential shift in strategy for the brand.
4. Increased Competition: With Victoria's Secret out of the swimwear market, competitors like American Eagle's Aerie and online retailers like Summersalt gained market share, offering more inclusive sizing and diverse marketing campaigns.
The Return of Victoria's Secret Swimwear
In a surprising turn of events, Victoria's Secret announced the return of its swimwear line in 2019. This decision came as part of a broader effort to revitalize the brand and address changing consumer preferences. The reintroduction of swimwear was accompanied by several key changes:
1. Online Focus: Initially, the new swimwear collection was available exclusively online, allowing the company to test the market without committing to in-store inventory.
2. Expanded Sizing: Recognizing the demand for more inclusive sizing, the relaunched swimwear line offered a broader range of sizes compared to its previous iterations.
3. Diverse Styles: The new collection featured a mix of trendy and classic styles, catering to a wider range of preferences and body types.
4. Updated Marketing: Victoria's Secret adopted a more inclusive marketing approach for its swimwear, featuring a diverse cast of models and emphasizing comfort alongside style.
Here's a video showcasing the return of Victoria's Secret swimwear in 2021:
Reasons for the Comeback
Several factors contributed to Victoria's Secret's decision to bring back swimwear:
1. Customer Demand: Despite the three-year hiatus, there was still significant customer interest in Victoria's Secret swimwear. The brand's loyal following had been vocal about their desire for the return of the swim line.
2. Market Opportunity: The swimwear market continued to grow, with increasing demand for stylish and affordable options. Victoria's Secret saw an opportunity to reclaim its share of this lucrative market.
3. Brand Revitalization: The return of swimwear was part of a larger strategy to refresh the Victoria's Secret brand image and reconnect with customers who had drifted away.
4. Leveraging Existing Strengths: By reintroducing swimwear, Victoria's Secret could capitalize on its strong brand recognition and existing customer base while addressing previous criticisms.
The Future of Victoria's Secret Swimwear
As Victoria's Secret continues to evolve its brand and product offerings, the future of its swimwear line remains an important aspect of its overall strategy. The company faces several challenges and opportunities:
1. Balancing Inclusivity and Brand Identity: Victoria's Secret must navigate the delicate balance between maintaining its signature sexy aesthetic while embracing a more inclusive and diverse representation of beauty.
2. Adapting to Changing Consumer Preferences: The brand needs to stay attuned to rapidly evolving fashion trends and consumer demands, particularly in the highly competitive swimwear market.
3. Sustainability Concerns: As consumers become more environmentally conscious, Victoria's Secret may need to address sustainability in its swimwear production and materials.
4. Online vs. In-Store Strategy: The company will need to determine the right balance between online and in-store offerings for its swimwear line, considering changing shopping habits and the success of its initial online-only relaunch.
5. Rebuilding Trust: Victoria's Secret must continue to work on rebuilding trust with consumers who may have been alienated by its previous marketing strategies and limited size range.
Conclusion
The story of Victoria's Secret swimwear is one of rise, fall, and rebirth. From its early success to its surprising discontinuation in 2016 and eventual return in 2019, the swimwear line has been a significant part of the brand's journey. The decision to bring back swimwear reflects Victoria's Secret's efforts to adapt to changing consumer preferences and revitalize its brand image.
As the company continues to navigate the competitive landscape of the fashion industry, its swimwear line will likely play a crucial role in shaping the future of Victoria's Secret. By learning from past missteps and embracing a more inclusive approach, the brand has the potential to reclaim its position as a leader in the swimwear market while addressing the evolving needs and values of its diverse customer base.
The journey of Victoria's Secret swimwear serves as a case study in brand management, highlighting the importance of adaptability, customer listening, and strategic decision-making in the ever-changing world of fashion retail.
Frequently Asked Questions
1. Q: When did Victoria's Secret originally discontinue its swimwear line?
A: Victoria's Secret announced the discontinuation of its swimwear line in April 2016.
2. Q: Why did Victoria's Secret decide to stop selling swimwear in 2016?
A: The decision was part of a broader restructuring plan to focus on core businesses, simplify operations, and improve profitability. The swimwear line, while popular, was not as profitable as other segments.
3. Q: When did Victoria's Secret bring back its swimwear line?
A: Victoria's Secret reintroduced its swimwear line in 2019, initially as an online-only offering.
4. Q: How has Victoria's Secret's swimwear changed since its reintroduction?
A: The relaunched swimwear line features more inclusive sizing, a wider range of styles, and more diverse marketing campaigns compared to its previous iterations.
5. Q: Is Victoria's Secret swimwear available in stores now?
A: While initially reintroduced as an online-only offering, Victoria's Secret has gradually expanded its swimwear availability to select physical store locations. However, the exact distribution may vary, and it's best to check with local stores or the company's website for the most up-to-date information.
