Som teenager besøgte mine venner og jeg Victoria’s Secret ganske ofte, med fistfuls of wadded up kontanter, som vi havde tjent barnevagt fredag aften før. We wanted to go shopping, but when we crossed the threshold, we were forced to share roads: They would make a beeline for the kitchen trusses, and I would scurry to the back of the store in search of perfume and body lotion.
Jeg uendeligt testede rør af meget sexet og kærlighed Stave indtil mine venner var færdige med at prøve på bh’er, and my skin had absorbed so many odors that I was odiferously irreversible as a human and instead presented as a glitter dusted bundle of meget sexet Vanilje. I remember hoping that none of them would notice that I rarely came to them in the locker room. Som en teenager i en størrelse 18 kunne jeg ikke passe ind i noget af tøj i Victoria’s Secret-ikke de 5-for- $ 25 trusser; ikke sweatpants med “Pink” på butt; not a single, lonely body of Victoria bra and as a 33 year old woman wearing a size 22, I still can not.
For that reason alone, I’m not surprised that Victoria’s Secret, according to recent reports, is dying. For mig og andre kvinder som jeg, der ikke kan passe i lingeri, der stopper ved en XL eller DDD-kop, det aldrig levede i første omgang.
Ifølge en ny rapport fra Victoria’s Secret moderselskab L Brands Inc, sales fell one percent in the five weeks to 7 July, a continuation of the steady decline that the brand has seen since 2016 when it announced the decision to stop selling badetøj and clothes to focus on underwear and beauty. I 2017 rapporterede WWD, på Victoria’s Secret’s sammenlignelige salg faldt hver eneste måned. I februar 2018, Wall Street Journal reported, at retail sales fell six percent last December, in what is usually a high volume time of year. I maj 2018 rapporterede Business Insider, at salget fortsatte med at falde til både Victoria’s Secret og PINK mærkerne.
Even in light of all that was the recent percentage decrease surprisingly, as it happened in a little more than a month, and immediately followed a recently expanded half-yearly sale. Randal Konik, en finansanalytiker, beskriver situationen for Business of Fashion som “game over” og tilføjede, at mærket lider af “massive nedgang i trafik, nulprisekraft og tab af markedsandel”.
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Efter at have undersøgt brandets bekymrede nyheder, jeg chatte med flere kvinder i lige størrelse, der regelmæssigt besøgte Victoria’s Secret Stores og handlede fra sit websted, men ikke længere gør det. I’ve had extensive conversations with colleagues plus size women in the past about brandets blind spots, but I was curious about what people could actually shop there thinking about why it was flailing. Musings faldende salg var varieret og omfatter klager over produktkvalitet, manglende badetøj, bh designændringer gennem årene og forsvinden af elskede stilarter fra salget.
All this may well be true. Unfortunately I can not talk to what was lost, because I could never shop there in the first place. Børerne og undertøj never took care of me, and like many women in plus size I have long stopped hoping they would and took my money elsewhere. Tidligere varemærker i lige størrelse, such as J.Crew, Forever21, LOFT and Aerie (while limited in their plus size range) are happy to have my money and attention, even go so far to make their campaigns more inclusive in recent years . Victoria’s Secret har ignoreret efterspørgslen efter plus-muligheder – et træk, der synes ukorrekt, da ca. 67 percent of American women would fit into them, and consumers in plus size represent a cool 20 billion dollar purchasing power.
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In fact, the market is growing more rapidly than women’s clothing industry as a whole. At have ignoreret disse tal forklarer ikke bare hvorfor Victoria’s Secret er ved – it makes the mark complicated in its own death. Although it is not possible to know with absolute certainty whether the incorporation of plus sizes into its goods would have saved Victor’s secret from its steady decline, all I can think of is how many times I had to leave the store empty over the years, till i finally ended i just go back – and all the women out there were forced to do the same.
Plus-shoppers have money to burn, and unfortunately Victoria’s Secret never gave us anything close to a match.