For the primary time in its historical past, Victoria’s Secret , the long-lasting undies emblem, is teaming up with a store to deliver its attractiveness merchandise to the shopper . The selected retailer is not anything lower than Amazon the place greater than 120 emblem merchandise are already to be had, together with perfumes, lotions, creams and exfoliators. Greg Unis , CEO of Victoria’s Secret Attractiveness Department, defined: “Via analysis and buyer comments, we have heard that customers wish to purchase Victoria’s Secret Attractiveness (merchandise) within the Amazon retailer. It is a herbal channel extension so we will be able to keep growing our attractiveness industry and succeed in shoppers the place the goods they love are.”
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The exchange in Victoria’s Secret technique is in keeping with a development wherein well-established manufacturers that in the past best bought at once of their shops or web pages are starting to use shops corresponding to Goal, Nordstorm or Amazon to succeed in their attainable shoppers. .
Victoria’s Secret has selected to start out this degree by means of providing attractiveness merchandise (and now not undies) as a result of the simplicity that it implies, since attractiveness merchandise don’t come in numerous sizes.
As Unis defined in a commentary , the shopper already entered Amazon in search of Victoria’s Secret products best to search out merchandise from different manufacturers. Merchandise from Victoria’s Secret and PINK Attractiveness are actually in the stores, together with Bombshell, Tease, Cool & Vibrant, Love and Heavenly fragrances.
In August 2021, Victoria’s Secret has spun off Bathtub & Frame Works and is taking a look to succeed in attainable shoppers thru prior to now unused channels. Consistent with an inner corporate record , gross sales of Victoria’s Secret and PINK attractiveness merchandise totaled $900 million all the way through fiscal 12 months 2021. The corporate is making a bet on expanding this quantity with its presence on Amazon, the place it already has its personal phase .
