Target Corp. will open three new lines of lingerie and pajamas next month, challenging Victoria's Secret as a long-standing industry leader facing downgrades in sales and consumer tastes.
The retail giant launches three brands – Auden for loved ones, Colsie for loungewear and stars for Pajamas. At the same time, Target eliminates existing Gilligan & O & # 39; Malley brand names and brand names.
Target said that new lines would be available in size, with the sale of bras for $ 22 or less. The company expects the three brands to exceed $ 1
"We know that our friends want to look and feel the best, and we see the potential for Target to offer a lot more to both current and new guests," said Senior Vice President Jil Sando in a press release. "From new brands and experiences to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests – the one who invites and inspires and allows all women to feel comfortable and confident." 19659006] Ticker
The industry's long-running leader, Victoria's marketing campaign has been criticized in recent months, with more and more companies embracing body positivity and inclusiveness. Brands, such as the American Eagle Aerie, saw a burst of sales after they covered casual styles and avoided aerial photography in advertising.
A high-class company revealed in August last year that it would close 20 stores in the face of weak sales. The brand's general manager, Jan Singer, retired in November last year, shortly after the Victoria & # 39; s Secret, Ed Razek's chief marketing officer, controversial comments about why the brand does not include an annual fashion show for transsexuals or models. with large size. The rake subsequently apologized.
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Despite the slowdown in sales and the growth of competition, Victoria's Secret is still four times the market share of No. 2 in the US Lingerie segment, according to Euromonitor listed Magazine.