For the primary time in its historical past, Victoria’s Secret , the enduring lingerie model, is teaming up with a retailer to deliver its magnificence merchandise to the buyer . The chosen retailer is nothing lower than Amazon the place greater than 120 model merchandise are already out there, together with perfumes, lotions, lotions and exfoliators. Greg Unis , CEO of Victoria’s Secret Magnificence Division, defined: “By means of analysis and buyer suggestions, we have heard that customers need to purchase Victoria’s Secret Magnificence (merchandise) within the Amazon retailer. This can be a pure channel extension so we are able to proceed to develop our magnificence enterprise and attain prospects the place the merchandise they love are.”
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The change in Victoria’s Secret technique is in step with a pattern during which well-established manufacturers that beforehand solely offered instantly of their shops or web sites are starting to make use of shops corresponding to Goal, Nordstorm or Amazon to succeed in their potential prospects. .
Victoria’s Secret has chosen to start out this stage by providing magnificence merchandise (and never lingerie) due to the simplicity that it implies, since magnificence merchandise don’t come in several sizes.
As Unis defined in a assertion , the buyer already entered Amazon on the lookout for Victoria’s Secret merchandise solely to seek out merchandise from different manufacturers. Merchandise from Victoria’s Secret and PINK Magnificence are actually out there for buy, together with Bombshell, Tease, Cool & Vivid, Love and Heavenly fragrances.
In August 2021, Victoria’s Secret has spun off Bathtub & Physique Works and is trying to attain potential prospects by means of beforehand unused channels. Based on an inner firm report , gross sales of Victoria’s Secret and PINK magnificence merchandise totaled $900 million throughout fiscal 12 months 2021. The corporate is betting on growing this quantity with its presence on Amazon, the place it already has its personal part .
