The decision several years ago to exit the swimwear category was a head-scratcher to many L Brands investors, and Victoria’s Secret’s ongoing sales declines did little to mollify them. It’s a complex category from several standpoints, according to Lee Peterson, executive vice president of thought leadership and marketing at WD Partners.
“Swimwear is perhaps the most difficult merchandise category under the apparel umbrella,” he said by email. “The technical elements, [especially] fit, are very tough to master and the timing is so fickle (random weather can really play) that most retail brands will shy away from even attempting it.”
Still, it’s a logical side business for a lingerie manufacturer like Victoria’s Secret because so many of the design and production elements are similar, made easier by having an online sales and marketing channel, said Peterson, a veteran of L Brand’s predecessor, The Limited.Retail Dive