Shoppers flocked to the new Victoria’s Secret at Bullring & Grand Central in Birmingham, as the launch marked the brand’s push to reclaim ground in a fiercely competitive lingerie market
With Rival lingerie brands sweating through their seamless bras, Victoria’s Secret appear not to be worried about their competitors close by.
“People aspire to be like us” Head of HR, Karen said as crowds flocked to the new store.
The opening on Friday (March 6) reflects a new chapter for Victoria’s Secret.
Like many major fashion brands, Victoria’s Secret faced heavy criticism during the #MeToo movement which challenged traditional marketing and beauty standards across the industry.
Since then, the company has been working to reshape its image and reconnect with shoppers.
Staff say the brand is now “on the bounce back.”
Now offering far more than its famous lingerie sets, with collections including athletic wear, candles, loungewear and beauty products.
A relaunch of swimwear is also expected later this year through its younger line PINK, alongside collaborations with swimwear label Frankies Bikinis.
The new Birmingham store employs around 60 staff members, with a dedicated team helping prepare for the launch over the past six to twelve months.
According to staff, Victoria secret is now “more confident than ever” as it focuses on new collections, updated stores and a refreshed image designed to attract both loyal customers and new generations of shoppers.
With a major relaunch underway, Victoria’s Secret is hoping its latest chapter will help them reclaim its place at the centre of the lingerie industry.
