The sexualized woman stops like it: l brands studies selling Victoria Secret and shoots in the stock market

The sexualized woman stops like it: l brands studies selling Victoria Secret and shoots in the stock market

  1. Yago Gantes
Madrid

The exuberant angels of Victoria Secret have the days counted.First was the fall in sales, then goodbye to its traditional Christmas parade and now, according to the latest events, its possible sale.The reason?The hypersexualized image that the brand projects, inherited from the nineties, neither likes nor sells.The new millennial consumption habits, the feminist movement or revolutions such as Me Too have removed the angels of Victoria of the Olympus of Sales in Lingerie.

As published by Wall Street Journal, L Brands, the multinational owner of Victoria's Secret, is considering the possible sale of the company. Asimismo, Leslie Wexner, CEO de la compañía y el director ejecutivo con más años de servicio en el índice S&P 500, está en conversaciones para abandonar su cargo de consejero delegado, según apunta Bloomberg.

These two events, which show the bad time the company, have taken L Brands to shoot yesterday almost 13% in the stock market, which means that in just one session its capitalization has increased by more than 730 million dollars.

In recent years, Victoria's Secret has reported annual sales between 7.000 million and 8.000 million dollars, but the total fell in 2018 and will probably decrease again in 2019.L Brands plans to inform the quarterly results on February 26.

Controversial

The distance between the image that Victoria's Secret models and the real woman are the main reason that has led the American company to lose its hegemony in the lingerie sector.However, recently, the brand has been involved in several controversies that have made a dent in its image.

 La mujer sexualizada deja de gustar: L Brands estudia vender Victoria Secret y se dispara en bolsa

It was the case of the Australian model Robyn Lawley who began a movement last year with the hashtag #weareallangels (we are all angels, in English) with which he claimed the need for a change in the brand that includes all types of female body.After the announcement of the cancellation of the model parade celebrated the triumph of his request and assured on his Instagram account that "Victoria's Secret can change with the times and begin the use of greater diversity".In fact, the company is trying to change its image and last year hired its first filling model.

Other important controversies that affected the brand, was the relationship between Leslie Wexner and the financial deceased Jeffery Epstein, who died under arrest for positions of sex trafficking.

Competitors: brands that serve the real woman

Thirdlove Inc is an online lingerie brand that tries to be the antithesis of Victoria's Secret.This emerging company was created in 2012 and was positioned as an option of Body-Positive bra.His secret is a Fit Finder questionnaire, which helps women find the most appropriate bra, and at the 78 sizes that they offer, which have made their clients, tired of throwing fasteners who do not fit well, choose to choose this brand thatadapts to each woman's body.

This firm has had an annual sales growth of around 180% in recent years, according to the company, which has not revealed the real sales figures.But it represents a small fraction of the 13.1 billion dollars of the underwear for US women.UU., compared to 24% of Victoria's Secret, according to Coresight Research.

Esperanza en Bath & Body Works

L Brands will not be able to count on a great payment day to get rid of what was once a coveted brand. Sin embargo, debería beneficiarse de poder concentrarse en Bath & Body Works, que está prosperando y podría ofrecer más valor a los accionistas. Según recoge Bloomberg, se estima que Bath & Body Works podría obtener un valor empresarial de 11,4 mil millones de dólares, basado en un supuesto de valoración de nueve veces las ganancias antes de intereses e impuestos.To subtract the debt of 4.7 billion dollars, would give a capital value of 6.7 billion dollars, above the market value of 5.7 billion dollars at the close of the operations on Tuesday.This helps to explain why L Brands rose 13 percent in the news in the first operations on Wednesday.

Wexner's fortune

Any sale will not have an important impact on Wexner's general equity.Its participation in L Brands is only 14% of its fortune of 6.8 billion dollars in the Bloomberg billionaire index.That reflects a constant mass sale of your participation for decades.He has sold 1.8 billion in shares since 1993, according to the calculations of the news agency.

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