Noteworthy #059: Victoria’s Secret Swim to Be Discontinued

Our favorite summer activity of throwing on a bathing suit and casually exuding our inner Victoria’s Secret Angel may be coming to an end. Rumors are swirling that Victoria’s Secret will drop its swim line after this year- and cue the collective sobs.

Just last month, Victoria’s Secret announced plans to restructure its business by cutting 200 jobs and eliminating certain merchandise categories. While Victoria’s Secret hasn’t officially confirmed that “swim” will be one of the categories to go, an anonymous company insider did tell Buzzfeed  that they would be “exiting out of all current (swim) inventory by the end of this year.”

victoria's secret swim

Source: NY Daily News

Known for its accurate sizing and huge selection, Victoria’s Secret Swim has been a safe haven for women who dread swimsuit season. Naturally, with that being said, the news has come as a bit of a surprise. However, there are apparently very good reasons for such a big move.

Despite the cult-like dedication that follows it, Victoria’s Secret Swim has seen less than stellar sales over the last couple years. According to Business Insider, dropping the swim line will allow the brand to refocus its efforts on other markets, such as athleisure, which has taken off with the newfound popularity of juicing, spin class and Instagraming gym pics.

As much as we’re hoping that the reports aren’t true, from a business standpoint, the decision to drop Victoria’s Secret Swim makes sense, right? Either way, we’ll be sure to stock up on our favorite bathing suits from the brand this season.

What do you think of the news regarding Victoria’s Secret Swim? Do you think this is a good idea? Let us know below. 

Emma Klug started The Style Note in the fall of 2012. Her writing has been featured in DBusiness Magazine, Chicago Sun-Times, Nothing Major, The Working Wardrobe, Chicago Talks, Inexpensive Chic, and The Wayne State University student paper: The South End. When she’s not writing you can find her eating pizza, binge-watching Netflix and working her day job as a magazine editor.


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