The Victoria’s Secret catalog will no longer be produced, parent company L Brands announced.
According to the New York Daily News, the catalogs “were no longer connecting with customers, who were viewing products online.” The catalog was an expensive operation, costing up to $150 million to produce, and had very little influence on sales, reports Market Watch.
Stuart Burgdoerfer, L Brands finance chief, asked, “Would you start with one of your major ideas being a paper-based catalog sent through the mail as one of your key, if not your key, marketing activity for a global brand?” he asked.
“As we thought about it in that way, along with the numerical tests and financial evaluation, (we became) very comfortable with the change that we’ve made,” he continued.
There are other changes in store for Victoria’s Secret. The company will end production of its swimwear, accessories, shoes and most apparel. They will still sell athletic clothing, which remains popular among consumers.
The good news is that many items are available for up to 40% off.