After revealing that it is bringing back its swimwear line, Victoria’s Secret has reportedly also announced the closure of 53 stores in North America.
According to WWD, Victoria's Secret’s parent company, L Brands, announced this week that it was closing these stores this year, 23 more from 2018’s store closures.
Stuart Burgdoerfer, L Brands chief financial officer told the publication that the brand closes stores every year as part of the business.
In its 2018 fourth quarter report, Victoria’s Secret’s revenue dropped by dropped 3% in comparable sales and by 7% at its physical stores.
The major lingerie brand does not seem to be doing too well with decline in revenue, closure of stores and, according to Forbes, cutting its regular dividend by half to free up money. This all comes after years of the brand being accused of having a dated “one-size-fits-no-one strategy” when it comes to the kind of models it casts, the type of bras it continues to make and the type of fashion show it puts together.
The brand has been criticised by activists and media alike. New York Times writer, Tariro Mzezewa, says “The company’s fashion show this month, complete with skinny models, push-up bras, thongs and strappy stilettos, was a near carbon copy of the one it first mounted in 1995, albeit with more feathers, sequins and wings.”
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The Independent says the brand fails to deliver on body positivity, entertainment and is not really underwear either.
Activist and model, Jari Jones, is quoted in the Washington Post saying: “There is no secret. We are tired of your fatphobia, transphobia and contribution to toxic, toxic beauty standards in this industry for years.”
In light of scathing criticism from all corners, Victoria’s Secret has decided to bring back its swimwear line – to be sold online – possibly in an attempt to rescue the decline on all fronts. Unfortunately, the concern is that even these swimwear items won’t be size inclusive if the history of the brand is anything to go by.
We need size inclusive clothes. We need trans people on the runway. We need to show people MORE REAL PEOPLE and stop trying to look like these women. They are gorgeous but thin is not the only kind of beauty. BLACK 8S BEAUTIFUL,TRANS IS BEAUTIFUL. ALL BODIES ARE BEAUTIFUL.— Ðεlƒi?? (@MacchiDelfi) February 24, 2019
However, as we watch the brand's legacy unfold with its swimwear line, we can take comfort in the fact that South Africa has a number of stores that cater to different sizes and shapes when it comes to their swimwear. Take a look:
Woolworths has moderately-ranging bikini sizes, from the size XS to the size XXL. The store also has a range of trendy one piece swimsuits and a variety of two pieces as well.
Fave may be recognisable to many for having influencers such as Lesego Legobane aka Thickleeyonce as one of their models. Fave has very colourful and on-trend bikini pieces with a size range from large that can go up to a size XXL.
Donna has a more demure collection of swimwear with some pieces sporting edgy prints. Within its range, there are one piece swimsuits on its website that feature topical prints and slogan swimsuits. The sizes range from UK sizes 14 up to size 28.
Akina Label bikinis are simply cut with largely one tone colours. If you are going for a classic look this brand is worth considering. The size range starts from XS up and can go up to an XL.
Salt Air Swimwear has a great variety of high-waisted and colour-blocking bikinis with unique necklines. So if you're looking to make a statement it may be worth your while browsing this Cape Town brand. The sizes range from XS to XL.
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