- The retailer says it's still feeling some negative impact from the decision.
- Analysts still say it was an excellent business move.
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Victoria's Secret took a big gamble when it abandoned its popular swimwear line — but analysts still say it was a brilliant move
Victoria's Secret dropped its iconic swimwear and apparel collection to focus on underwear.
Victoria's Secret went back to basics, and analysts say that's a good thing.
In 2016, the lingerie giant scrapped its popular swimwear collection along with some of its apparel offerings in order to focus on underwear. More than a year and a half later, the decision is reportedly still having a negative impact on its business.
In its most recent quarterly results, Victoria's Secret parent company L Brands reported that same-store sales at the lingerie brand were down by 1%. According to the company, its exit from swimwear and apparel is responsible for some of this.
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Dec. 30, 2017
Still, analysts say they believe getting rid of swimwear was a good decision.
Swimwear was once a $500 million part of Victoria’s Secret business and accounted for 6.5% of its sales, but CEO Les Wexner abandoned it to focus on other parts of the business.
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