L Brands is a US retailer operating North American toiletries chain Bath & Body Works and, until recently, global lingerie brand Victoria’s Secret. Refusing to adapt to customer and market trends led to poor performance at Victoria’s Secret, which then culminated in the sale of a majority stake in the brand and its spin-off into a private company. Bath & Body Works, now L Brands’ sole retailer, has long been the major growth contributor through a constantly changing assortment of candles and toiletries, and its 1,600 stores in accessible locations. As a result, it has attained a cult following. Unlike Victoria’s Secret, Bath & Body Works has resisted expansion into Europe and only operates a handful of stores in Eastern Europe, with no online outlet outside its home continent.
Victoria’s Secret’s cancellation of its formerly ratings-topping fashion show and plunging profits are the latest evidence that the brand is losing touch with contemporary consumers. Can it ever regain relevance?
Tesco is preparing for another round of sweeping cuts to the number of brands it stocks on its shelves, as boss Dave Lewis reiterates calls for an online sales levy to even the playing field for bricks-and-mortar retailers.
Morrisons has taken a swipe at its grocery rivals by pledging not to sell ‘fake farm’ own-label brands.
House of Fraser is cutting the number of brands it sells as part of a strategic overhaul under its Chinese owners.
Strong branding is everything in retail – Retail Week takes a look at who brand consultancy Interbrand says are the top 20 in Europe.
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