The emerging bralette trend and a growing interest in activewear helped boost sales at Victoria’s Secret this year, according to the retailer’s parent company, L Brands.
The US company said Victoria’s Secret drove “very significant growth” in bralettes and sports bras in the second quarter, in a conference call with reporters yesterday morning.
L Brands, which also owns Bath & Body Works, reported Q2 earnings of $252.4 million (£193mn) compared to $202.5 million a year ago, while revenue increased to $2.89 billion from $2.77 billion over last year.
Same-store sales rose 3% during this period, slightly down from a 4% increase a year ago but in line with analyst expectations.
Stuart Burgdoerfer, chief financial officer of L Brands, said the company expects it can sell shoppers more bralettes, which sell for about $20 each, because the garments are considered a fashion item, reports the Wall Street Journal.
“One of the important things about the bralette business, or unconstructed bra business particularly, is we do think it has a higher fashion element to it, and we think that’s a good thing for us,” he said.
Victoria’s Secret has recently axed its swimwear business, in favour of its new activewear line, Victoria Sport.
The activewear range launched in the US at the beginning of July, and its branding has centred around how hard the VS models work for their bodies.
The brand also launched what it claims to be its most comfortable range of bras yet last month.
The ‘Easy’ range of wire-free bras features three styles – push-up, easy and twist push-up – in bold colours and vibrant prints.