The kickoff to beach season is about a month away and the fans of Victoria Secret will probably cry all the tears that they have because it is now official... Victoria's Secret, the largest American retailer of lingerie, will no longer sell bikinis.
Victoria Secret is known not only for their lingerie but also for their swimsuits. The brand wants to reorganize the business into three divisions :
- Victoria's Secret lingerie
- Victoria's Secret beauty
- Pink : the younger line
A financial decision ?
The brand said last year that swimwear was a 500 million dollars business, accounting for 6.5 per cent of sales, and they have seen a decline in recent months. Les Wexner, the CEO of the brand, said in a statement earlier this month that the company was "making these changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model". Moreover, according to BuzzFeed, Victoria's Secret has been experiencing some declining sales of swimsuits. Citigroup also explained that the brand's swimwear "had trended down over the last several years and management believes store space will be better used for VS Sport".
According to a number of studies, swimwear is one of types of clothing that women feel most judged for their body in. A survey confirms that "83% of women feel judged by other women when wearing a swimsuit." Furthermore, it's has been found that women are actually more likely to shop somewhere if they identify with the models advertising the clothing.
Then, maybe if Victoria Secret had created swimsuits with larger sizes, they would have a larger target than they already have. But unfortunately, this assumption is not verifiable.
Adriana Lima, Victoria's Secret model
To conclude, whether your body is built to look like the Adriana Lima's body or not, you have value as a woman. It is the last summer to buy a Victoria's Secret swimsuits, but if you don't feel comfortable in those swimsuits because of the limited sizes, don't be embarrassed and enjoy your summer !
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