victoria’s secret bringing back swimsuits, sunglasses
Believe it or not, the lingerie giant, known for its long-legged supermodel, may be about to change.
\"Everything is on the table, including our brand positioning, marketing and real estate,\" Stuart Burgdoerfer, chief financial officer of parent L Brands, said in a earnings call . \".
For the troubled behemoth, this huge change will not come soon, and its share price has fallen 18% to $28.
42, because the management admitted that its expensive bras and underwear had been piled up in the store.
At the same time, L brand with youth brand
Focus on the pink chain and hope boots, swimsuits and sunglasses will bring back customers who have given up on it in the past few years.
This is a very important decision.
Burgdoerfer said on the phone that entering some businesses \"The company has given up in recent years.
Swimwear is a $0. 525 billion business that the company withdrew in 2016 and will return this spring as part of a renewed focus on its core lingerie business.
Industry analysts said the lack of swimsuits hurt the company more than expected, suggesting weak sales last spring when customers typically bought swimsuits.
Rich country bank analyst Ike Boruchow wrote in a research report that management is \"acknowledging mistakes\" and that he said in a research report that the company may be in a \"turnaround\"
\"Victoria\'s Secret started selling Ugg goods online about a month ago, including boots, slippers and sneakers, and plans to bring back glasses in the coming months when a new CEO takes office.
\"In the end, the brand of others will not save Victoria\'s Secret,\" said Instinent analyst Simeon Siegel . \".
\"It can help increase sales.
The company announced on Monday that Victoria\'s Secret chief executive, Singh, who resigned last week, will be replaced early next year by conservative President John Mehas.
Burgdoerfer said Mehas \"participated and led the turnaround,\" adding that he also \"served female clients\" for a large part of his career \".
\"The former president of the Monaco club, Polo Ralph Lauren brand took over a third
Annual sales decline, including the most recent quarter
Sales at Victoria\'s Secret stores fell 6%.
Its $50 sales
Plus structured push
With the customer on its cheaper T-
About $20 shirt bra
Burgdoerfer says the bra, called the Activision bra, costs about $32.
At the same time, Pink, once the company\'s growth engine, has also been hit, including new casual clothes that have been greatly discounted in the past few months.
\"We venture into the fall,\" said Burgdoerfer, \"shiny and decorated\" in pink goods \".
\"The customer did not respond to this.
The article first appeared in The New York Post.