Are Victoria’s Secret and Amazon Meant to Be Together? ????
Victoria’s Secret & Co. is?expanding its partnership ?with 亚马逊 .com, selling its core intimates directly on the platform for the first time.
Victoria’s Secret became ?the first major vertically-operating chain to open an Amazon storefront in April 2022. Sales were initially restricted to beauty products. Select Pink casual apparel was eventually added.
Under the expanded arrangement, more than 4,000 items across its Victoria’s Secret and Pink brands, including bras, panties, sleep, swim and loungewear, will be offered through the Victoria’s Secret Amazon Fashion storefront, supported by Prime delivery.
Amazon represents Victoria’s Secret’s first North American wholesale partner. Victoria’s Secret’s merchandise has been available through third-party sellers on the platform.
“Following the success of previous product launches, we have continued to expand our assortment offering with Amazon Fashion and it remains a natural extension of our owned channels,” Greg Unis , Chief Growth Officer at Victoria’s Secret, said in a statement.
“Adding a wide assortment of lingerie and apparel from Victoria’s Secret to our stores has been a seamless progression of our work together,” said Muge Erdirik Dogan, president of Amazon Fashion.
The lingerie brand could benefit from Amazon’s reach.?Jungle Scout’s recent survey ?found 56 percent of U.S. adults started their product search on Amazon in the first quarter.?Same-store sales fell ?11 percent at Victoria’s Secret in Q1 2023.
领英推荐
The Gap Inc. brand?last November ?similarly began selling directly on Amazon. Gap’s?management likened the move? to “rightsizing the business model to a more modern model” with the shift toward digital and away from malls.
Amazon has dedicated storefronts for most brands that sell in traditional department stores, including POLO RALPH LAUREN , Calvin Klein , Michael Kors , Levis’Store , 阿迪达斯 and The North Face . Most premier luxury labels — Gucci , Burberry , Coach , 耐克 and BIRKENSTOCK , along with vertically-integrated chains like lululemon , H&M , American Eagle Outfitters Inc. and L.L.Bean — do not sell directly on Amazon.
Concerns over brand perception, less control over presentation and customer service, and providing Amazon access to a brand’s customer data are viewed as some downside risks.
DISCUSSION QUESTIONS:
CEO at Second To None | Customer joy starts here.
1 年For the Victoria's Secret customer, it’s all about convenience and having the merchandise/product selection immediately available where they liveand shop - online. Amazon is a great platform extension for new customer acquisition while making it easier for existing customers to get what they want.
RETHINK Retail Top Retail Expert. RetailWire BrainTrust Panelist. Founding Partner - Merchandising Metrics. Consulting on Strategic Merchandising. How to embrace RISK as a brands' best friend. It's a differentiator.
1 年Some brands have enough magnetic pull to avoid Amazon, and some don’t. And sometimes in the lifecycle of a brand this kind of move is necessary. It is not a sign of robust health.
B2B content with smarts + sizzle ?? RETHINK Retail Top Retail Expert ?? RetailWire BrainTrust panelist
1 年This move deepens Victoria’s Secret presence where their desired audience already shops. Robust e-commerce options drive sales in intimate product categories like lingerie by accommodating shoppers (like husbands) who feel too intimidated to make saucy purchases in physical stores.
Marketing Agency Owner, Entrepreneur Coach, Investor in SMBs | 8+ Successful Acquisitions | Bentonville, AR
1 年Placing your products in a marketplace filled with cheaper knockoffs (many with 4.7+ star reviews) will make it challenging to maintain price. The review game can be brutal too. I hope they are as confident about the product quality as they are the brand equity. Also, how many loyal customers will migrate to buying on Amazon out of the convenience? Victoria's Secret will lose the data and store personalization that exists on their main e-commerce site. I'm sure they are making a calculated decision here, but those are my views.