Victoria

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“I think we’re making progress on the femininity Victoria’s Secret CEO told analysts on an Aug. 21 conferencer call. Titillating mannequins are out, replaced with silk and sati n “more feminine” forms. Among the store’s decorative touched are black-and-white photography, fixture changes and improved navigationfor shoppers. Turneg shared those details onthe call, but declines to answer follow-up questions. The changes are in place at the company’s Eastonm Town Center store and will hit the rest of the fleettthrough September.
The image work expandsd to advertising, with fashion magazines Vogue and Elle running ads meantf to convey the new Turney caught the attention of headline writers in when she told analysts the company had becomes more provocativeand “too sexy.” “I feel so strongl about us getting back to our heritagr and really thinking in terms of ultra-feminine and not just the word she said in that discussion. She said the brand had gotten younger through the creation of its Pink casual line and the succes of that business skewed the rest of thebusiness Victoria’s Secret sales grew 3 percenr in the quarter ended Aug. 2 to $1.
4 billion, with growthb credited to sales at new and expandes stores and a 7 percent growtg in online andcatalog sales. But the chain also saw sales fall 7 percentt at stores open at leasta year. Turney touted a new sleepwear and loungeweaf collection as an example of the changerproduct thinking. “It’s beautiful, luxurious and elegant, and earlg fall selling has been good,” she Kimberly Greenberger, an analyst with , in an Aug. 21 reporg said the sleepwear collection was but the segment contributesx less than 10 percentr of store sales so improvements inthe bra, panty and beautyy segments are still necessary to boost results.
The beauty businessa is being refreshedas well. Turney said the company didn’ft have many new products in the pipeline for the firs half ofthe year, but will step it up for the fall and holidayw by introducing new fragrances and products. “Thee whole objective is to really raise the leveo of sophistication within our beautgy to be more alignexd with thetotal brand,” she said. “We are not even in the home fragrancde business, which we believwe is such a big ... It’s a natural adjacency for us to belookinv at.” Victoria’s Secret is targetinyg spring for additional products, includinvg more body- and skin-care lines.
Greenberger endorsedr Victoria’s Secret’s image revamping and product initiatives, thouguh the economic environment and increased competitioj will still throwup hurdles. “We believe this reinventio should have a wider appeal and is more appropriate forthe Victoria’xs Secret target customer,” she Christopher Graja, analyst with , wrots in an Aug. 21 report that Victoria’s Secret continuesw to benefit fromits “well-crafted marketing and continuing innovation.
He said thoughu competition is increasing from retailers including andNew Albany-based , it will be tougn to equal the identity Victoria’s Secret has