Victoria s Secret s sexy for all strategy boosts sales and shares
By
Nathaniel Meyersohn, CNN Business
Published Jun 26, 2021 10:33:40 AM
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(CNN) Victoria s Secret s brand image was in tatters, and its owner finally had an escape route.
In February 2020, L Brands, the publicly-traded parent of Victoria s Secret and Bath & Body Works, struck a $525 million deal with private equity firm Sycamore Partners to give up its majority stake in Victoria s Secret and take the brand private.
Then the pandemic upended the global economy and Sycamore backed out. In May, the two sides called off the deal. L Brands was back to square one.
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McCann, who is nonbinary, often starts out by perusing dresses, which tend to be a better fit for a female body type. Then, McCann will shift to the men s side of a store to pick out more masculine items: combat boots, oversized tees and sweatpants. McCann, who uses the gender-neutral pronoun they, mostly spends time and money on resale apps like Depop, and shopping vintage goods from thrift shops by browsing by size instead of by gender. The way that I dress has changed a lot to reflect what I want people to think about my gender, the 24-year-old retail worker said. I really truly believe that clothing has no gender.