Victoria’s Secret Considers a Change in Marketing With Everything on the Table
- Improving chain’s performance is ‘No. 1 priority’ at L Brands
- Mainstay Bath & Body Works faces its own cost challenges ahead
L Brands Inc.’s embattled Victoria’s Secret brand is finally considering the marketing overhaul investors have been asking for, but those hoping for more concrete details still have longer to wait.
The lingerie chain, which saw another quarter of declining foot traffic and same-store sales in the latest quarter, said it’s mulling changes to its advertising approach, with everything on the table from the photographs to the messaging to the way it integrates social media and in-store ads. Victoria’s Secret Lingerie Chief Executive Officer John Mehas will become more involved in the marketing, said Stuart Burgdoerfer, L Brands chief financial officer. Ed Razek, the lingerie company’s controversial former chief marketing officer, resigned earlier this month.