Dive Temporary:
- Victoria’s Secret on Thursday relaunched its VSX girls’s assortment of style sports activities attire.
- Obtainable on the corporate’s web site and in all shops nationwide, VSX is billed as energetic clothes that marries efficiency, consolation and style, per a information launch.
- VSX was first launched in 2011 beneath the banner of VSX Attractive Sport. The brand new assortment consists of sports activities bras for about $50, leggings (about $70), and ready-to- put on attire together with trench coats, catsuits and T-shirts beginning for about $45.
Dive Perception:
Based in 1977, Victoria’s Secret has lately moved out and in of various product classes — together with swim and now activewear — because it appears to reassert itself as a number one model that grew to become well-known for girls’s intimates.
“VSX is greater than a sport assortment — it is a life-style on the intersection between efficiency and style,” Kira Fisher, vp of name design at VS&CO, stated in a press release. “The world-class designs leverage physique mapping and superior materials that commemorate the curves of girls’s our bodies, created to empower confidence, assist, and ease as you reside your life from day to nighttime with next-level model.”
The relaunch of VSX comes as Victoria’s Secret continues to navigate difficult retail waters which have seen gross sales and revenue dip over the previous couple of years.
Victoria’s Secret late final month reported second-quarter working revenue grew for the primary time since 2021, whereas general gross sales within the quarter decreased by slightly below 1% over final yr to succeed in $1.4 billion. The model adjusted its steerage and now tasks internet gross sales for the complete fiscal yr to be down about 1% yr over yr in comparison with its earlier estimate for a low-single-digit decline.
Bringing again VSX, which has its personal Instagram web page, is an try by Victoria’s Secret to make the most of sturdy activewear and athleisure markets, in accordance with GlobalData Managing Director Neil Saunders.
Throughout and after the pandemic, which discovered extra folks choosing informal energetic sportswear, manufacturers throughout a large spectrum of retailing and manufacturing purchased into the athleisure market. J.C. Penney, in 2021, revamped its personal label activewear. Walmart in 2022 launched an energetic label, Love & Sports activities. And teenage attire chain Pacsun opened its first stand-alone Pac1980 retailer final yr targeted on activewear.
“Bringing again VSX is a wise resolution,” Saunders stated in an electronic mail. “The sports activities and activewear market may be very crowded, however it is usually a fast-growing and profitable house that Victoria’s Secret ought to be enjoying in. With VSX there is a chance to develop share of spending from current prospects. That stated, Victoria’s Secret wants to verify VSX stands out and has a degree of differentiation from what’s already on the market.”
