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Article: A RETAIL REINCARNATION AT VICTORIA'S SECRET BEAUTY.(Brief Article)
- Article from:
- WWD
- Article date:
- September 29, 2000
- Author:
CopyrightCOPYRIGHT 2000 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DENVER -- Goodbye Enchanted Apple. Hello future.
With that sentiment and an armload of blueprints, Victoria's Secret Beauty has radically redone its retail presentation and opened four new prototype stores. Driving the makeover is an equally dramatic transformation of the merchandise mix. New upscale department store-priced products, like the Dream Angels scents, are gradually supplanting promotionally priced toiletries items, which were the highly profitable bulwark of the business.
Bath and body products, sporting names like Enchanted Apple and Vanilla Lace and selling at three for $21, are being phased out. The entire business is being traded up by ...