Ahhhhhhh!! NOOOOOOO!!! That was my very reaction when I first read about Victoria's Secret discontinuation of their swim line. If you're a Vicky's fanatic like me, then this is going to cut a chunk out of your precious heart as well.
According to various news sites, originating from Buzzfeed.com, the company announced its discontinuation of the swim line in both stores and online by the end of this year. According to L Brands, Victoria's Secret parent company, the brand's swim sell was around $500 million early last year. By August, the sales had dropped. The reason for such a drop could've been because of the line itself. The company said that the fashion was missed, and it designed swimsuits that were overly complex. I could agree that the line last year was missing something. Last year was the first year that I didn't purchase a swimsuit from Victoria's Secret because I couldn't find one that stood out to me. They were all basically the same thing, just different designs.The company said that they're wanting to do away with the swim line so that they can focus on their active wear. Their plan is to eliminate the catalogs, and narrow their focus to three branches: VS lingerie, PINK, and VS beauty.
If you've been shopping for swimsuits on the Victoria's Secret website this year, you might have noticed a change in prices as well. Victoria's Secret is a higher label, popular name brand lingerie store. They produce high quality and simply adorable items. Because of this, they are also a little pricey.
After hearing about the discontinuation of their swim wear, I frantically rushed to their website to shop before it was too late. After all, this is the last summer I'll be able to purchase a swimsuit from them. However, as I was scrolling through, I noticed something was different. It was the prices. They are outrageous now. Maybe that's not a good plan to bring in more money. Maybe they should've lowered prices instead of raising them. I want to purchase one last swimsuit from them, but higher prices make it hard. Maybe their drop in sales was, instead, because of who they started trying to cater to. A lot of their swim bottoms have become skimpier, showing more bottom than what modest women want to show. Being in my 20s and an almost career woman, I want my butt covered. I feel like they've started catering to teenage girls with the designs, but their prices don't fit a teenage budget. That's their problem.
Victoria's Secret swim line will definitely be missed by many. I will definitely miss their line when it had more to offer for different body types and ages. The way the line is now, it's no shocker that they're shutting it down. Time to take my business and heavy heart elsewhere.