Victoria's Secret attempts feminine lingerie, we scratch our heads
Filed under: Swimwear and Lingerie
This past February, Victoria's Secret CEO, Sharen Tuney boldly stated the following: "We've so much gotten off our heritage ... too sexy, and we use the word sexy a lot and really have forgotten the ultra feminine. I feel so strongly about us getting back to our heritage and really thinking in terms of ultra feminine and not just the word sexy and becoming much more relevant to our customer."
Translation: Our sales dipped in the fourth quarter and profits fell 12 percent. We suspect the Victoria's Secret customer has just realized that Gap makes more comfortable bras and for cheaper.
So, when we received the alert via email that the "exclusive" Intimissimi collection would be rolling into American Vicky Secret stores this week, we knew this was apart of the company's new feminine initiative.
And while we think the lace bras and panties look fun and flirty, we don't understand how they look any different than the lingerie currently being sold at the store.
Beautiful tanned model. Check. Come hither stares. Check. Centerfold-esque posing. Check.
And more importantly, the Intimissimi collection exhibits the same overtly sexy tone that Victoria's Secret customers and Sharen Tuney are trying to break away from.
What do you think?
Lilly 4-29-2008 @ 10:33PM
If you actually checked out the stores, you would notice that Vicky's has in fact moved in a different direction. The past few seasons all of the lingerie has been bright colors covered in sparkles and metalics; this season they've embraced retro styles in pastels for a softer, more delicate feel.
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e 4-30-2008 @ 10:57AM
I agree with Lilly's comments. I do think the new collection is more feminine/delicate and looks more like older VS from my younger days. I think too it will depend on how things are displayed in the store to set the tone.
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Britt 5-04-2008 @ 5:31PM
The Intimissimi collection has been in my VS for yeeeeeaaars
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