In the midst of the global health pandemic, retailers of all sizes are having difficulty navigating the landscape. For those companies struggling before the pandemic, it’s especially tough.
L Brands will be closing 250 Victoria’s Secret stores across North America.
Victoria’s Secret has been on the decline for years. With a shift in the market towards body positivity, controversial comments, and increasing competition in the lingerie space, the brand has struggled to appeal to its once-loyal customer base.
Since stores have been temporarily closed due to the COVID-19 pandemic, L Brands noted that its first-quarter sales fell 37% to $1.65 billion from $2.63 billion a year ago. And while L Brands saw a bit of a boost in Victoria’s Secret’s e-commerce sales, it’s not enough to justify keeping stores open.
While the locations of the North American stores shuttering is still unknown for now, they will be happening over the next few months.
Closures won’t be the only thing that L Brands does to remedy the situation either. The company will also be taking measures globally, noting to Retail Dive that it will be “evaluating strategic alternatives to reduce or eliminate losses in the U.K. and China.”
We all know that 2020 is shaping up to be a rough retail year. So far we’ve said goodbye to stores like Carlton Cards, Links of London, and Pier 1 Imports to name a few. In case you’re wondering who might be next, it’s looking like it could be lingerie retailer Victoria’s Secret. If you look closely, it’s not really a secret why with the brands lack of diversity, failed plus size campaign, and the recent cancelling of its used-to-be relevant fashion show.
It seems now that these struggles are resulting in the quiet closing of stores all throughout Canada.
According to Retail-Insider, VS has closed stores at CF Sherway Gardens in Toronto, CF Richmond Centre that’s near Vancouver, and the CF Rideau Centre in Ottawa. The most recent store closing is its 14,000 square foot location CF Market Mall in Calgary. It’s also not just VS stores that are rapidly shutting down as one of the brands ‘PINK’ stores has also recently shuttered in Burlington at Mapleview Centre.
These closings aren’t exactly a surprise as last year the American chain revealed that it would be closing over 50 stores across North America due to a decrease in sales.
Victoria’s Secret has been wrapped up in all sorts of controversy with its lack of inclusivity in a time where there are hundreds of body-positive brands available to shop instead. Brands like Knix, Savage x Fenty, and Aerie continue to be proud to supply fierce lingerie to folks of all shapes and sizes. It was just recently in October of 2019 that Victoria’s Secret finally gave in and launched its #loveyourself campaign that was met with criticism.
In addition to the brands lack of diversity, it definitely doesn’t help that the owner of its parent company, Les Wexner, has been linked to Jeffrey Epstein, who was accused of sex-trafficking.
It seems that time will only tell what lies ahead for Victoria’s Secret. Is a Canada-wide closure coming? We’ll just have to wait and see.
Gymboree filed for Chapter 11 Bankruptcy for the first time in 2017. And just when the retailer thought it had escaped trouble successfully, in January 2019 the retailer successfully filed for Chapter 11 Bankruptcy once again. Industry experts blamed the children wear brand’s demise on the fact that Gymboree Group’s own collection of brands were competing against each other. After 40 years in business, Canadians will be saying goodbye to Gymboree for good as they shutter all Canadian locations.
In February 2019, Payless ShoeSource filed for Chapter 11 Bankruptcy for the second time in two years. But this time around, instead of launching a turnaround plan, the discount shoe retailer announced that it would be closing all North American locations including 248 stores across Canada.
For shoppers, H&M’s announcement of 160 store closures across the globe came as a shock. However for those in the industry, it was a decision that had to be made. The fast fashion retailer fell victim to inventory bloating, forcing H&M to slash prices in order to move product. In 2018, the conglomerate shuttered its Cheap Monday brand. And in February the company announced that it would be shuttering locations over the span of the year. Fortunately for H&M fans, the company will continue to open stores at the same time with a net of 175 new stores — however, it’s rumoured that Torontonians might be saying goodbye to the retailer’s Bloor St. location.
In February 2019, famed Canadian retailer Hudson’s Bay announced that it would be shuttering all Home Outfitters locations — 37 stores across Canada. In the same announcement, HBC announced that it would be analyzing its Saks Off Fifth locations and shuttering a number of its stores in the U.S. While no Saks Off Fifth closures have been announced in Canada, one thing’s certain: the retail landscape is ever-changing and we never know which retailer the apocalypse will claim as its next victim.
After years of struggle and constant markdowns, it came to no surprise when Gap announced massive closures were coming to North American stores. In March 2019, the company shared that it would shutter 230 stores in the U.S. and Canada. The mall staple also announced that it would be separating from sister brand Old Navy in order to better focus on both brands.
Over the years, Victoria’s Secret has seen a decline in popularity, with publishers like Forbes declaring that the company has “lost its sexy.” In March 2019, the Victoria’s Secret announced that it would be closing 53 stores across North America, up from 30 stores closed in 2018. While it has not been announced whether the decision will affect Canadian shoppers, we can confirm that we haven’t seen the end of the brand yet. With two new CEOs, the company plans to turn business around.
In March 2019, Diesel jeans filed for bankruptcy. The company attributes the decision to falling sales, a failed turnaround, and expensive leases, as well as instances of cyber fraud and theft. But unlike other retailers and brands in similar positions, Diesel will not be shuttering stores. Instead the brand has a three year turnaround plan which includes reimagining current stores to lower operational costs and better marketing.
In March, Ontario-based Green Earth announced that it would be liquidating all 29 of its locations, offering discounts of 40-80% on all merchandise which includes candles, jewelry, and many more giftables. The company, which has been operating since 1990, felt pressure from problems similar to many stores facing problems: reduced mall traffic and growing competition. Green Earth filed a notice of intention to make a proposal under the Bankruptcy and Insolvency Act on March 4, 2019.
Though it launched in Canada with great success, the American retailer has been quietly closing stores across the country over the past few years. The most recent store closures include a number of Toronto-area locations, as well as CF Chinook Centre in Calgary. Retail Dive reports that executives at J.Crew will “continue to rationalize its footprint” and plan to close 20 J.Crew and factory stores by the end of 2019. With stores in Canada slowly disappearing, it will be interesting to see what’s ahead for the brand.
Earlier in 2019, Forever 21 closed its Yonge and Dundas flagship store, which didn’t seem like a big deal considering the brand already had another location inside CF Toronto Eaton Centre. But at the end of summer, word that the Los Angeles-based fast fashion retailer was struggling started spreading. At the end of September, the retailer announced that it would be closing all 44 of its Canadian locations and exiting the country altogether.
At the end of November 2019, home improvement chain Lowe’s Canada announced that it would be shuttering stores across Canada in order to improve overall performance. The closures will affect 34 underperforming Lowe’s and Rona stores.
Another retailer that announced closures in November 2019 is Montreal-based Bouclair. The home decor retailer filed notices of intention to make a proposal under the Bankruptcy and Insolvency Act, and has been acquired by Alston Investment Inc. Of Bouclair’s total locations, 60 will remain open, while 29 across Canada will close.
In December 2019, Montreal-based Bentley Leathers successfully entered a restructuring agreement, which includes the plan to close 90 underperforming stores across Canada. While underperforming stores are closing, the retailer will continue to open its concepts stores, which are sleeker and more modern.
After Destination Maternity filed for Chapter 11 bankruptcy in the U.S. in the fall of 2019, the company’s name, website, and operating assets were acquired by Marquee Brands LLC. However, all stores were announced to close across North America, including 29 Motherhood Maternity and Destination Maternity stores in Canada.
Bookmark this page for updates on the brands and retailers that have closed stores or filed for bankruptcy in 2019.
Who would forget the absolute marketing disaster that was former Victoria’s Secret chief marketing officer, Edward Razek? If perhaps you forgot, or aren’t fully up-to-speed, in a November interview with Vogue, Razek made some inflammatory comments stating the company had “no interest in casting plus or transgender models” because “the show is a fantasy” and they were trying to project a certain type of image.
As you can imagine, the statements caused a LOT of controversies and for good reason.
In a feeble attempt to re-write the wrongs of their past, Victoria’s Secret has decided to cast curvy model Ali Tate Cutler in the Bluebella for Victoria’s Secret campaign. Many recognize her from when she was the face of Reformation’s plus size campaign. But if you’re involved in the body-positive or fat activism community whatsoever, you may remember her more for the fat-shaming comments she made online.
https://www.instagram.com/p/B3NCeYLnuwV/
Back in 2016, Cutler posted a snarky comment onto influencer Alysse Dalessandro’s page, which stated: “Sorry but I don’t care about people’s health who are fat, that’s their own prerogative and their life to lead.” Yikes.
Cutler’s horrible comments are just one part of this messy puzzle.
While many brands have been trying to challenge just what it means to be inclusive in the lingerie space, by offering plus-sizing and using diverse models from the jump, Victoria’s Secret has not, and still isn’t.
When we dig into the Bluebella for Victoria’s Secret offerings online, they only go up to a size 36DD for bras and teddies. All the panties and loungewear they sell? Sizing is only offered up to a size XL (18).
I have to ask: how is this line plus inclusive when people above a size 20 can’t fit into your brand?
Bodies are bigger than a size 20 and also deserve to have access to beautiful clothes, and more specifically, affordable lingerie.
Although the brand is trying to save face, I think that they think cashing in on inclusivity as big, fat dollar signs. This marketing further perpetuates damaging beauty standards, as people may look to a model like Ali Tate Cutler, and go to the website only to find out plus-size offerings are not even available.
https://www.instagram.com/p/B4vAr_1gA7e/
Some people have called this “size appropriation” and brands like Madewell and Everlane has been called out for it in the past, which Vox did a full investigation into. When brands flaunt these plus-size models on their billboards and social media campaigns without doing any of the work of actually being ‘inclusive’, it is frustrating and hurtful.
According to a report released by the Zion Market Research group, the steadily growing global lingerie market will reach an estimated $59.15 billion by the end of 2024.
https://www.instagram.com/p/B3zu1JwFncZ/
So rather than give any more thought (or money) to Victoria Secret, why not support independent brands or brands committed to inclusivity? Playful Promises, ThirdLove, and Rihanna’s Savage X Fenty are just a few who come to mind.
Each of these brands provides high fashion options, with loads of gorgeous options in various price-points and the best part: they have all sorts of sizing.
https://www.instagram.com/p/B0v_OxMHxZF/
Recently, Rihanna’s Savage X Fenty line announced it would be expanding its line up to a 3X and would be offering DDD, G, and H cups. Playful Promises offers up to a size 26 and has cups all the way up to a size K.
At the end of the day, lingerie is meant to transform you and lift you up and Victoria’s Secret ain’t it, sis.
Once upon a time Victoria’s Secret was champion of the lingerie game, but nowadays, less and less people are buying into their idea of sexy.
Diversity is on the rise, and fallen sales along with 50+ announced store closures imply that Victoria’s Secret is falling behind with shoppers.
Nothing seems to be working, not even heavy brand promotions and sales, so the loss in consumers can only be pegged down to the brand’s outdated image.
While other brands like Aerie have been adopting more body positivity in their campaigns for years now, VS sticks to the same ideal—and let’s be real—an ideal that was appropriated by men in the first place.
Campaigns run on the idea of making women feel sexy, but does a man really know what that is? Probably not, but he could definitely start by promoting the type of real bodies women actually want to see.
The market and sales don’t lie, and neither do ratings. The most recent televised Victoria’s Secret Fashion Show suffered the worst ratings in its broadcast history, meaning women are feeling outed by the body ideal it promotes.
As one blogger, Courtney who is a professional bra fitter, states, “I’m here to tell you that Victoria’s Secret is actually one of the worst places to go to buy your bras,” as she unpacks the 4 reasons why Victoria’s Secret bras are bad. Its sizes are limited, its sales clerks aren’t certified in bra fitting, its bras are poor quality and the kicker, “I don’t like how VS objectives women and teenage girls in an overtly sexual way.”
The bottom line, as stated in the aforementioned Forbes article, is that VS creates bras for men to look at, not for women to wear. While VS continues to parade this message on the runway and in campaigns, new companies have sought to fill the gap. Along with Aerie, other disruptors to the market like startups ThirdLove, Knix, and Lively focus more on things like fit, and comfort, as well as featuring plus size models and size ranges.
While Victoria’s Secret still maintains 30% of the underwear market today, Forbes continues to point out that the share is rapidly being eaten up by these new startups. Comfort and realness is taking precedence over sex appeal, and rightfully so, because who really wants to wear a lace underwire cage that is probably the wrong size for the entire day? Sure, maybe you’ll still purchase something from VS for a special occasion, but you’re likely not to wear it on the daily.
Along with adopting a new message and women-centric ethos, there’s also been some awesome initiatives within these new age lingerie companies. Probably the most well known is Aerie’s un-retouched campaign, while ThirdLove and Lively provide more extensive sizes and tools to help find the right size, and Knix has even patented leak proof underwear.
The cherry on top of it all is that their campaigns and websites use a variety of women with different sizes and body types so you can actually have a better if idea of what it will look like on your body.
So while VS continues to chug along for now, only time will tell whether the store can continue to stay relevant. It’s not to say that CEO of parent company and creator of VS, Leslie Wexner, isn’t a visionary. It’s just that his vision of women’s sex appeal is fast becoming outdated and out of touch.
In order to keep up with the change and attitudes and present cultural shifts, Victoria’s Secret would have to remodel their DNA. Whether that’s possible is hard to say, but at least Victoria’s Secret carved the way for other lingerie brands to-date.
Over the years, Victoria’s Secret has seen a decline in popularity, with publishers like Forbes declaring that it’s “lost its sexy.”
Like many other struggling retailers, one of Victoria’s Secret’s problem is its inability to keep up with competitors.
Known for its “Angels,” the lingerie retailer seems to have fallen behind in the times. Real body movements overshadow the unattainable and once-aspirational body types Victoria’s Secret pushes, and retailers like Aerie, that focus on inclusivity, are championing the market.
Not to mention, the company saw major controversy last year when L Brands‘, Victoria’s Secret’s parent company, Chief Marketing Officer made anti-trans and plus-size comments.
Industry experts say that Victoria’s Secret choice to ignore lingerie and consumer trends will only lead business further into decline. Victoria’s Secret has seen a drop in sales since 2016.
While the lingerie brand struggles, L Brands as a whole isn’t doing so bad.
For 2019, L Brands plans to focus on improving the Victoria’s Secret business. Two new CEOs at Victoria’s Secret and Pink will work on building better relationships with shoppers, improving product assortment, and bettering in-store and online experiences.
If you’re anything like us, you love a great getaway, and that usually starts at the airport.
Sometimes you have a little extra time on your hands and want to browse what’s available, or maybe you forgot something last minute. Regardless, while Duty Free shops are great, sometimes you just want something a little…extra.
This is where we come to the rescue! Whether you’re a regular at Toronto Pearson Airport or just passing through, new expansions and additions of world renown retailers are at your fingertips.
Here are our top 10 favourite shops at Toronto Pearson Airport:
Earlier this year, world-famous candy store, Dylan’s Candy Bar finally opened in Toronto. If you have a sweet tooth, this one place you’re going to want to check out. Think lifesize lollipop trees, giant gumball machines, candy-themed accessories, colour-coded rows of candies, and much more. You can even find tons of candy you’ve never even heard of before! Make sure to stock up on all the treats to make it through your flight!
Since you’re in Canada, why not support a Canadian brand? For those unfamiliar, Lol? is a Montreal, Quebec-based brand that specializes in athletic apparel such as leggings, sports bras, sweaters, and more. This is the perfect place to stop by if you need something comfy to wear on the plane, and the quality is A+, too.
If you’re looking for something cute and classic to add to your wardrobe, make sure to check out the Polo Ralph Lauren store at Pearson. The store carries a large variety of polos in a huge array of colours.
Location: Terminal 3, After-Security (International), Departures Level, Near Gate C36.
Calling all chocolate lovers! Make sure to stop here for an incredible selection of premium chocolate and other confections, plus cocoa and gift baskets. You’ll feel like a kid in a candy store all over again.
It’s almost impossible to go into a makeup store and come out empty handed, so proceed with caution. But, MAC does have some great eye palettes, lipsticks, glosses, mascaras, primers, along with other high-quality skincare and beauty products you might want to browse through.
This French brand, known for their stylish and trendy leather goods, has a home at Toronto Pearson Airport. Their leather handbags are super convenient for any occasion, come in a ton of different sizes, and are available almost any colour you can imagine. Oh, and don’t forget to snap a pic at the Insta-famous “Tilted Spheres” installation (see featured image) across from the store while you’re at it!
Another luxury retailer that calls Toronto Pearson Airport home is Gucci. Here, you’ll find a selection of bags, wallets, and accessories. While you probably won’t find any major steals or deals, there is a Gucci outlet not too far away at the Toronto Premium Outlets.
Take some time to search through the stunning and first-class jewellery and accessories that are made from crystals. There are tons of pieces to choose from, and you’ll find the perfect gift items for the person waiting at your final destination! Hint, hint.
While you have some time to spare, it’s the perfect spot to pick up some sexy new lingerie, comfy pants, or a pair of pyjamas. They sell cosmetics and fragrances, as well in case yours got dumped while making your way through security. Make sure to peek in as Victoria’s Secret almost always sales or deals going on!
Faced with huge losses and major criticisms, popular American lingerie brand Victoria’s Secret is finally making some necessary changes.
A controversial interview with former CMO Ed Razek revealed negative comments about transgender and plus-sized women, leading to the resignation of CEO Jan Singer. Soon after, the current president of Tory Burch, John Mehas, was named as her replacement, starting in 2019.
One of the massive changes already announced for next year is to bring Victoria’s Secret swimwear back.
While both Pink and their lingerie section were to blame for their downward sales spiral, the main problem was caused by discontinuing the swimwear line in 2016. Originally, cutting the swimwear line was made so the company could focus solely on their Pink line and lingerie.
While bras priced in the $20-$30 range are selling, the more expensive lines like Body by Victoria and Angels are not. Structured-type bras like “the push-up,” formerly the brand’s best-seller, is not as popular these days. The company also appeared to have missed out on the ongoing bralette and triangle bra trend, which they could’ve monopolized on.
According to Fashionista, swimwear will be back by spring 2019, and we couldn’t be more excited!
Some other new categories, which may include eyewear and UGG products through licensing agreements. The brand is going to have to take some big steps to get their “model” image back and will have to make additional changes to be a more inclusive brand.
According to CNN.com, sales at Victoria’s Secret stores that have been open for at least a year dropped 6% last quarter. Victoria’s Secret has had to close almost 1,000 stores in the United States, many of them tied to struggling malls.
The lingerie brand can also attribute its slowdown in growth to tough competition.
Consumers have moved towards direct-to-consumer digital startups like Rihanna’s Savage x Fenty and Aerie, which focuses on the inclusiveness of varying sizes, ages and race. They want an authentic brand that represents the way most women look. Other companies are providing more options to other body types, including plus-sizing.
In addition, Victoria’s Secret has been hit by quality complaints with both its lingerie and its Pink apparel.
The issue appears to be losing loyal customers who say the quality doesn’t match with its price points, said Business Insider.
Lowering the prices might help them sell better but it would most likely hurt Victoria’s Secret’s profit margins in the future. Lots of major companies go through issues like this, but with the right changes made, it will likely continue to succeed.
We will have to wait and see what happens now, but for now, at least we have swimwear to look forward to!
There are many reasons why we love shopping at Sephora: beautiful displays of shiny new products, welcoming stuff, free samples, reward programs, and of course, its generous product return policy that allows customers to bring back both opened and unopened products within 60 days of purchase (even without a receipt.)
However, next time you’re getting a product at Sephora in the hopes of returning it later, think twice.
The Wall Street Journal has recently reported that the Paris-based beauty retailer is using a special program to track customer returns. TRE or The Retail Equation program helps stores to evaluate customers’ return behaviour and ban those who return too many products.
The program is aimed at protecting companies from return abuse, which according to The Retail Equation website is a form of “friendly fraud” where someone purchases products without intending to keep them.
So how does it work? The website explains that every time a consumer wants to make a return, a retailer will scan the original sales transaction receipt and/or swipe the individual’s driver’s license or government-issued ID card (including passports) to make an identification of the person and his/her unique return behaviour.
In the official statement, Sephora explained its decision to track customers who return products without any proof of purchase: “We make every effort to accommodate returns, but a small fraction of customers take advantage of our policy, in many cases returning more than twice as much merchandise as they purchase. This limits product selection and unfairly impacts other clients. When we identify excessive return patterns, we notify those customers that we may limit future returns or exchanges if no proof of purchase is provided.”
According to Racked, Sephora is not the only retailer that uses the service. The list also includes Best Buy, the Home Depot, Victoria’s Secret, J.C. Penney and more.
Have you ever been banned from making returns at Sephora or any retailers on the list? Share your experience by emailing me alina@styledemocracy.com.
It’s that lovely time of year again: the post-holiday slump. The excitement of the festive season is over (*sheds tear*), the arctic weather conditions are depressing, and all you want to do is hunker down indoors with a hot beverage and a good Netflix binge. Although you can watch Stranger Things in any old sweats, there’s something about cute and cozy loungewear that can make you feel less guilty for not leaving the couch all day. From plush robes to PJ’s you won’t be embarrassed to answer the door in, here is the loungewear you’ll want to live in until spring:
Print Pajama Pants
Image: Nordstrom
Who says you can’t drink your wine and wear it too? Celebrate your love for staying in with these cozy pajama pants featuring glasses of red wine. Cheers!
When is it okay to wear pajamas all day? When they’re Anna Wintour approved, that’s when. Not only is this Splendid PJ set super comfy, but it was created in collaboration with Vogue for the fashion bible’s 125th anniversary.
If you’re taking on the role of professional lounger this winter, you’ve got to dress the part. This slouchy set by Eberjey (top and pants sold separately), offers the perfect balance between style and comfort.
Not only is this cardigan nicer-looking than your go-to faded sweatshirt, but it’s incredibly comfortable. Bonus points for the fact that it’s stylish enough to be worn as outwear if you leave the house (but who’s getting up anytime soon?)
There’s no way these P.J. Salvage jogger pants won’t meet all of your lounging needs this winter. They’re super soft, come in a cute star print, and roomy enough that you can order all the Uber Eats you want.
This cushy robe is made from plush fleece that feels soft and luxurious against the skin. Perfect for curling up next to the fireplace with some hot cocoa.
Between the soft crushed velvet and flattering fit, this robe brings the glam to a night in. Disclaimer: you’ll want to stay home just so you can wear it.
Restoration Hardware is here to make your slipper dreams come true with these luxurious faux fur slippers. Get ready walk on cloud nine with each comfy, cozy step.
Nothing says comfort like a sock-slipper combo that envelops your feet in toasty warmth. This adorable pair by La Vie en Rose is basically like a warm hug for your feet.
