APPAREL | brand

Amazon and Victoria’s Secret expand partnership for lingerie and apparel offerings.

Published: June 8, 2023
Author: Fashion Value Chain

-By Ankita Dutta

Fashion retailer Victoria’s Secret announced that it is expanding its product offering on Amazon, broadening the types of items that it will be providing. Until now, the company has had an Amazon storefront for its beauty products, but will now also feature its own label and Pink brands, offering customers everything from underwear and lingerie to loungewear and swimwear. Greg Unis, the chief growth officer at Victoria’s Secret, noted in a statement that the partnership with Amazon represents a milestone, as it marks the first time that lingerie and apparel styles from the company will be available through a retail partnership in North America. Some styles available on Amazon will also be eligible for the Prime Try Before You Buy program, which will allow customers to try them on at home before making a purchase.

In an earnings call last week, Martin Waters, CEO of Victoria’s Secret, stated that the company intends to keep expanding its distribution channels and emphasized its commitment to Amazon, saying, “We’re continuing to expand our channels of distribution, for example, Amazon, to meet customers where they are.” During the call, Waters acknowledged the competitive landscape facing Victoria’s Secret, with competition from Amazon, Walmart, and Target making it challenging to compete based on newness, quality, and innovation. In the underwear category alone, Victoria’s Secret currently holds a 26% market share.

Victoria’s Secret has recently reported a decline in sales in Q1, which was partly due to increased promotional activity in its North American stores. The company seeks to address this by launching new merchandise and relaunching the Pink brand before the end of June.

Waters is hopeful that these steps will help to mitigate the company’s challenges and keep it competitive in the market. Amazon Fashion President, Muge Erdirik Dogan, is enthusiastic about the company’s work with Victoria’s Secret and stated, “one of our missions at Amazon Fashion is to create
shopping experiences that connect customers with brands they love.” Expanding their selection of Victoria’s Secret lingerie and apparel, she added, was a “seamless progression” of the work the two companies have already done together, and she looks forward to inventing new ways for customers to shop and browse their combined offerings.

The partnership with Amazon represents a significant step for Victoria’s Secret, which has, until now, relied heavily on their own distribution channels to make sales. By expanding their product line on Amazon, the company hopes to meet customers where they are, increase sales, and remain a major player in the competitive fashion marketplace.

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