Victoria’s Secret sales flat as padded bras lose their appeal

Victoria’s Secret has recorded flat sales for September as consumers favoured athleisure over lingerie.

Comparable sales remained unchanged from a year ago, when they grew by 8%.

Excluding online sales, Victoria’s Secret posted a 2% decline in comparable sales.

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Victoria’s Secret has tried recently to connect with shifting consumer trends, ditching its swimwear arm in favour of sportswear as athleisure apparel has upended the bra business.

Strength in its Pink brand, which sells more activewear, was offset by declines in lingerie, reports the Wall Street Journal.

L Brands, Victoria’s Secret’s operator, said in August that non-wired bralettes and sports bras boosted growth for the brand in the second quarter of the year.

Total sales at L Brands, meanwhile, climbed 3% in September.

But the growth was largely driven by its Bath & Body Works business, which record a 9% rise in sales from a year ago.

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