Victoria’s Secret Highlights some new friends.
Pieces from lingerie brand For Love and Lemons, available on Victoria’s Secret’s website.
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The lingerie and beauty brand has launched a new platform — VS&Co-Lab — on its website, which features third-party brands and partners the retailer loves, many of them female-founded companies.
“We are excited to launch this platform where we will showcase, market and build consumer engagement with such exciting, unique and relevant businesses,” Martin Waters, Victoria’s Secret & Company CEO, said in a statement. “In addition to the growth we are driving through our core business, we see significant growth potential through partnerships with innovative, relevant brands that can help us expand our reach in the category and consumer segments where we have historically been. under-represented.”
Patti Cazzato, Victoria’s Secret & Company’s Head of Emerging Businesses, said: “As one of the most recognizable companies in the world among women, and nearly 90 percent of our store associates worldwide identify as women , it is our responsibility to ensure that women grow and thrive in every area of their lives. VS&Co-Lab also creates a playground for unique brands that speak to the modern consumer. Victoria’s Secret & Co. Leveraging on strength and our enthusiastic customer base, we are meeting consumers where they are partnering with small businesses to drive economic empowerment for women and people of color.
Currently, 19 brands are featured across the platform. But a representative for Victoria’s Secret & Company said others will be added over time. For now, the list includes Bfyne, the swimwear brand founded by black women; Swimwear and lifestyle brand Frankie’s Bikinis, featuring Victoria’s Secret has a minority stake, shapewear brand leonissa, ARa Plus-Size Informed Brand Mind Bra.
Bfyne founder and designer bookie Ed said, “In a sea of similarity, it is important for any partnership to be with a business that aligns with our values.” “VS&Co-Lab’s mission to provide a platform for successful voices like Bfyne is critical to advancing diverse perspectives.”
Mind’s founder Helena Kaylin said: “As women, we are multidimensional. Our past experiences define how we want to feel today and inform our future. Our partnership with VS&Co-Lab has reinforced our mission to advance the intimate industry through our passion with constant innovation. We use state-of-the-art support technology to blend style and comfort for the fuller-figure consumer.”
The company said the platform represents its continued commitment to promoting inclusion and diversity across the market. Seventy-five percent of the brands featured are founded or led by women entrepreneurs.
Victoria’s Secret marketing now includes photos of pregnant women.
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But the platform is also Victoria’s Secret’s latest transformation effort. The company — which includes lingerie, beauty and pink brands — has undergone a massive change to stem the revenue loss that was caused by changing consumer preferences, the #MeToo movement, and a reaction to Victoria’s Secret’s unattainable beauty standards.
Retailers to be made in 2021 VS Collective To showcase a diverse lineup of models, including big sizedisabled and transgender models, such as Emira D’Spain, the first black transgender woman to be used in her advertisements, and Sofia Giro, the first model with Down syndrome to represent the brand. in april, nominated for grammy Singer and songwriter Camila Cabello Was featured in Victoria’s Secret Beauty’s first bilingual campaign.
Camila Cabello stars in Victoria’s Secret Beauty’s latest Bombshell campaign.
Photo courtesy victoriassecret.com
The board of directors was also changed in an effort to make it a majority female (six out of seven); Stores updated, And changes were made to the broad classification. Victoria’s Secret reintroduces swimwear online in 2019 (and in stores in 2021), And now carries items like maternity bras, shapewear and a wide collection of activewear. in April, Victoria’s Secret launches Happy Nation A gender-neutral innerwear, loungewear and cosmetics brand for tweens.
So far the plan seems to have at least some success. Top-line revenue up 4 percent In the most recently reported quarter, although the company warned of continued supply chain headwinds, forecasts for the following quarter. In addition, shares of Victoria’s Secret & Company are up about 5 percent year-over-year.
Victoria’s Secret will release its latest earnings report after the market closes on May 31.
Originally published at Pen 18
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