The Victoria’s Secret Australia flagship, located in Melbourne at the Chadstone Shopping Centre, Malvern East, is set up to mirror the 5th Avenue store in New York. The new store carries a broad range of the brand’s signature lingerie lines which Include; Victoria’s Secret Pink, Dream Angels, Very Sexy, the Bombshell bra range and Body by Victoria.
For many who have been following the brand’s progress, this move seems like a wise move since the home-based stores have continued to struggle. There’s also a lot of talk of other upcoming expansions and extensions.
The brand hopes to spread more than its wings internationally as it attempts to leave footprints as well. There’s also talks about entering the French market. We also believe they might employ the same tactics they used for the Australian expansion. Prior to the Victoria’s Secret Australia flagship opening, the brand brought small installations and pop-up boutiques to Australia. But the pop-ups weren’t anything compared to this flagship as they never offered a full range of the label’s many lines.
This opening and talks of more expansion came after the brand recorded low rating during their annual runway show in November. The low ratings came as a surprise as the show had a good number of supermodels like Adriana Lima (who walked for the last time on the runway), Kendall Jenner, The Hadids, Behati Prinsloo (who walked for the first time since giving birth) and a host of other powerhouse models.
Low ratings now in the past and expansion in its forecast, the brand is set to display 12,000 pairs of panties for shoppers to peruse. Asides from bra and panties, beauty products, teddies and sleepwear and more will also be available in the store.
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