Victoria’s Secret expects a great Amazon experience – RetailWire

May 02, 2022

Victoria’s Secret launched ashowcaseoffering its beauty products on Amazon.com, marking the first time the brand has sold not just on Amazon but through a third-party retailer.

Around 120 different Victoria’s Secret and PINK beauty products became available on a dedicated page on Friday, with purchased products being fulfilled by Amazon.

“We’ve heard from consumers wanting to buy VS Beauty from Amazon’s store and already research the product on the site,” said Greg Unis, CEO of Beauty at VS&Co, in a statement. statement. “This is a natural channel extension for us to continue to grow our beauty business and meet customers where they are with the products they love.”

Mr. Unis said CNBC it made sense to start with beauty on Amazon because the beauty category doesn’t have the complexities of sizing clothing or intimate apparel. Victoria’s Secret bras, underwear and loungewear may end up on Amazon, based on customer reviews.

“Amazon is a free market and everyone is allowed to sell [there]“said Mr. United CNBC. “We knew there was a strong appetite just by being observers of the range of products that were already being sold.”

Victoria’s Secret introduced its fragrances in the 80s and added body care and makeup in the late 90s. company sales.

Since splitting from Bath & Body Works in August 2021, Victoria’s Secret has taken several steps to adopt a more inclusive marketing approach, acquired a minority stake in Frankie’s Bikinis and launched the happy nation tween brand.

IKEA, Nike and Birkenstock received extensive media coverage with the decision to stop selling direct through Amazon, but many mainstream brands including Adidas, Crocs, Levi’s and Yeti have dedicated storefront pages on the platform.

Merchandising in other stores has become more common for retailers, such as Sephora’s practice of selling inside Kohl’s, Ulta inside Target, Finish Line inside Macy’s, and Athleta inside interior of REI. Gap Home opened stores at Walmart last year.

DISCUSSION QUESTIONS: Does selling through Amazon offer more opportunities than risks for Victoria’s Secret? What factors should a retailer explore before deciding to sell directly through Amazon?

Braintrust

“Starting with beauty allows Victoria’s Secret to test the market before expanding into the more complex clothing category.”

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